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 began using the Peaceminusone brand with a collaboration with Chow Tai Fook, releasing a jewelry collection.[5] In 2015, he collaborated with Italian luxury footwear designer Giuseppe Zanotti on a capsule footwear collection.[8] The following year, Peaceminusone partnered with Verbal and Yoon Ahn's label Ambush for a denim capsule collection.[16] In 2017, Peaceminusone collaborated with Vogue Korea for a pop-up shop in Seoul, selling limited-edition apparel.[3] That same year, a collaboration with French retailer Colette was released and made available through Peaceminusone's online store.[4]
In 2019, Peaceminusone contributed artwork to 'Mickey: The True Original Exhibition' in New York City, celebrating Mickey Mouse's 90th anniversary.[7] Later that year, he released the Peaceminusone Para-Noise Air Force 1 with Nike, becoming the first Korean singer to collaborate on the model.[2] The shoes sold out worldwide within hours.[17] The sneaker gained global popularity, with celebrities and athletes such as Neymar, Mbappé, Trinidad James, Jay Chou, and J Balvin seen wearing them.[18] A second version, "Para-Noise 2.0", was released in November 2020 and sold out immediately.[19][20] In 2021, he launched the Kwondo1 shoe with Nike, inspired by taekwondo, his legal name "Kwon", and Nike's "Just Do It" slogan.[21]
In 2025, G-Dragon collaborated with Jacob & Co on the Astronomia Solar G-Dragon watch, a bespoke timepiece featuring a daisy-shaped dial, multicolored sapphires, white diamonds, a rose-gold dragon motif, and engravings including “The World Is Mine” and Übermensch.[22] The PEACEMINUSONE Pendant collection followed, with two limited-edition designs: one in sterling silver with yellow sapphires and tsavorites, and one in 18K white gold with pave-set diamonds and a central fancy vivid yellow diamond.[23]
Others
Peaceminusone has also explored experimental collaborations beyond fashion. In 2022, the brand partnered with metaverse company "IPX" to release a digital art and "NFT" collaboration featuring the virtual human “Wade”.[24] The NFT releases were limited in quantity and sold out immediately.[25] In 2025, Peaceminusone expanded into food and beverage with "CU convenience stores", releasing the G-Dragon Highball. Each batch of 8,888 cans sold out within hours, and total sales surpassed 880,000 cans in three days.[26][27]
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.[28]
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.[29]
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.[30]
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.[31]
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