South Korean fashion label Covernat announced it will directly enter the Chinese market starting with its Fall/Winter 2025 collection, ending its previous distribution agreement in November 2025. The move marks the brand’s first official expansion into China since its founding in 2008. Known for combining vintage, American casual, and streetwear influences, Covernat has built a strong following in South Korea with products such as its C Logo sweatshirts and down jackets. The brand plans to launch official flagship stores on Tmall Global and Douyin, with Shanghai and Beijing brick-and-mortar flagships scheduled to open in 2026. Covernat named Soobin (Choi Soo-bin) of K-pop group Tomorrow X Together as its first Asia-wide brand ambassador.