Peaceminusone (stylized as PEACEMINUSONE) is a Korean fashion line founded by G-Dragon and Gee Eun in October 2016. The label produces clothing items such as jackets, tops, hats and shoes, as well as accessories and headphones.[1]
The name and logo "Peaceminusone" was first seen on his album Coup d'Etat that was released back in 2013. That is similar to peace sign with one line erased, to show the two letters 'G' and the 'D' that represent G-Dragon as well where the name came as "peace minus one".
Coup d'Etat album cover
History
The brand began its first creative experience with a limited exhibition in 2015 located in the Seoul Museum of Art called peaceminusone: Beyond the Stage. The exhibition was created to show the world that G-Dragon perceives and reflects upon human nature while also showing a perfect utopia as the world "peace" implies. It also brought together both pop culture and modern art with collaborations between various artists and G-Dragon, as well as various items from BIGBANG videos.[9] The exhibition features 200 works of art from 12 domestic and international artists including Michael Scoggins, Sophie Clements and James Clar.[10] The show was held from June 6 to August 23.[11]
In October 2016, G-Dragon released officially online. Started as a streetwear brand that consists of a variety of t-shirts, hats, and accessories. The peaceminusone logo is often seen on these clothes along with the name with a line through it as well as a daisy.[1] In 2017, the brand then start shown in a pop-up store in Seoul, with limited stores popping up around the world including Miami, Osaka, and Hong Kong.[12][13] This brand has gained worldwide popularity with celebrities like Bella Hadid, Luhan, Fan Bingbing and Angelababy, who were spotted wearing a peaceminusone clothes.[14][15]
Collaborations
Fashion
In 2014, G-Dragon started using Peaceminusone name with his collaboration with Chow Tai Fook, releasing his own jewellery collection.[5] The following year Italian luxury footwear designer Giuseppe Zanotti teamed up with G-Dragon for a capsule range of footwear.[8] In 2016 G-Dragon teamed up with Verbal and Yoon Ahn's label Ambush for a capsule collection of denim pieces.[16] In 2017 the brand collaborated with Vogue to do pop-up shop in Seoul, selling limited edition Peaceminusone X Vogue apparel.[3] In the same year they launched collaboration with French retailer Colette which was made available to purchase on his online store.[4]
In 2019, the brand contribution for 'Mickey: The True Original Exhibition' in New York City which commemorates Mickey Mouse's 90th Anniversary.[7] In November of same year, the brand collaborated with Nike to release his Peaceminusone Para-Noise Air Force 1 shoes, G-Dragon became the first Korean singer to do so.[2] The shoes sold out within hours of being released world-wide.[17]GQ Australia named the shoes as the second most valuable sneakers of 2019.[18]The Stute picked them as the ninth best shoes in 2019.[19] The sneaker gained worldwide popularity with celebrities and athletes like Neymar, Mbappé, Trinidad James, Jay Chou and J Balvin spotted wearing them.[20] A second version of Peaceminusone Para-Noise Air Force 1 shoes in white color was released in November 2020 named "Paranoise 2.0".[21][22] It sold-out immediately after release and was named one of the best and most expensive sneakers in 2020.[23][24][25]
In 2021, G-Dragon started his own range of shoes made by Nike that began with the Kwondo1 which is inspired by taekwondo, G-Dragon's legal name "Kwon" and Nike's "Just Do It" slogan.[26]
In 2025, G-Dragon and Jacob & Co have engaged in multiple collaborations combining haute horology, high jewellery, and symbolic design motifs, they released the Astronomia Solar G-Dragon, a bespoke timepiece integrating a daisy-shaped dial, multicolored sapphires, white diamonds, a rose-gold dragon motif, and engravings including “The World Is Mine” and Übermensch on its caseback. The watch was unveiled in conjunction with Jacob & Co.’s first boutique in Seoul, and retailed at approximately USD $1 million.[27] Shortly after, the partners introduced the PEACEMINUSONE Pendant collection, consisting of two limited-edition design, one in sterling silver with yellow sapphires and tsavorites, and another in 18K white gold embellished with pave-set diamonds and a central fancy vivid yellow diamond. Both pieces incorporate the signature daisy motif with a missing petal, are individually numbered, and are presented with co-branded packaging and certificate of authenticity.[28]
Others
Beyond apparel, Peaceminusone has diversified its cultural reach through experimental collaborations that merge art, lifestyle, and digital media. In 2022, the brand joined forces with metaverse company "IPX" to launch a digital art and "NFT" collaboration featuring virtual human “Wade” blending fashion, technology, and virtual identity. This project positioned Peaceminusone at the forefront of Korea’s digital culture wave, illustrating how fashion could extend into blockchain and virtual ecosystems while preserving an artistic narrative rooted in G-Dragon’s visual universe.[29] Peaceminusone’s embrace of scarcity and exclusivity has become a defining business model. The brand’s NFT releases, limited to symbolic quantities such as 1,988 or 18 pieces, sold out immediately upon release, often accompanied by little or no advance notice. Media outlets noted how the secrecy surrounding drop details—“사전 정보 비공개” and “신비로운 콘셉트 유지”—has intensified anticipation and fueled a robust resale market. This approach, blending high-art minimalism with modern digital marketing, has made Peaceminusone both a cult fashion label and a case study in experiential branding. [30]
G-Dragon Peaceminusome X CU Highball collaboration
In 2025, Peaceminusone expanded into the food and beverage industry through a collaboration with "CU convenience stores", launching the limited-edition “G-Dragon Highball” The release featured Peaceminusone’s signature daisy artwork and minimalist aesthetic, offered in strictly limited daily quantities of 8,888 cans—each batch selling out within hours. The collaboration’s success demonstrated the strength of G-Dragon’s brand equity, with total initial sales exceeding 880,000 cans in just three days, while social media engagement and pop-up store attendance mirrored fashion-level enthusiasm. Korean press widely referred to it as complete sell-out phenomenon, underscoring Peaceminusone’s power to drive mass-market success beyond fashion.[31][32]
Impact
Since its establishment in 2016 by G-Dragon and stylist Gee Eun, Peaceminusone has become a powerful cultural and commercial bridge between Korean pop culture and the global fashion industry. The brand’s collaborations with major fashion houses and luxury brands have consistently generated significant attention, leading to sell-outs, resale demand, and media coverage that often exceeds that of the collaborating brands’ standard releases. The label’s distinctive daisy logo, minimalist aesthetic, and conceptual design philosophy representing the coexistence of peace and imperfection have made Peaceminusone one of the most recognizable contemporary fashion symbols to emerge from South Korea’s creative scene.
Among its most notable collaborations, Peaceminusone’s work with "Nike" redefined the connection between K-pop influence and global sneaker culture. The Air Force 1 “Para-Noise” and "Kwondo 1" series, released in limited quantities, blended G-Dragon’s artistic motifs—such as paint-cracked uppers revealing hidden artwork with Nike’s classic silhouettes. These designs sparked massive consumer interest, causing instant sell-outs and record resale values across Asia and the United States. Sneaker marketplaces and collectors credit the Para-Noise release for introducing a new wave of Asian fashion-driven sneaker collaborations and strengthening the visibility of Korean designers within the global streetwear landscape.[33]
Peaceminusone’s cross-industry partnerships have also expanded beyond footwear. Collaborations with "AMBUSH", Giuseppe Zanotti, "Colette" and "Vogue" have positioned the brand as an intersection of music, fine art, and fashion rather than a conventional streetwear label. These projects often incorporate elements of performance art and high craftsmanship, merging European luxury aesthetics with Seoul’s street sensibility. Analysts and media outlets have described the G-Dragon effect as a key driver in diversifying luxury marketing strategies across Asia, encouraging brands to adopt more culturally hybrid designs that appeal to younger, globally connected consumers.[34]
G-Dragon’s collaboration with Jacob & Co has delivered pronounced visibility and market momentum for the luxury horology and jewellery house, particularly in South Korea. Following the launch of Jacob & Co.’s first boutique in Seoul in February 2025, the brand saw a surge in interest in its watches and jewellery, with domestic watch-and-jewellery sales in major department stores rising by roughly 30% year-on-year.[35]
Peaceminusone’s collaborations have also become a catalyst for Korea’s creative economy. Advertising analysts have cited G-Dragon’s involvement as a direct driver of brand prestige, with companies seeking partnerships not merely for celebrity endorsement but for the artistic direction and cultural capital associated with his name. Following the highball launch, marketing publications reported record viewer engagement and a surge of brand inquiries across various sectors, labeling G-Dragon an advertising industry’s sell-out icon. Such cross-sector collaborations highlight how Peaceminusone has blurred the boundaries between commercial advertising and art-driven branding, redefining how Korean pop culture interacts with luxury and lifestyle markets.[36]
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