The situation
RESCENE and NOWZ have been selected as the brand models for ELITE School Uniforms for the 2026-2027 period. This move is notable given ELITE's history as the oldest school uniform brand in Korea, with a complex past that includes accusations of abusing its power over smaller uniform stores and factories. The brand has also expanded into the Chinese market and sponsors various events, including a StarCraft competition for students.
What the internet did with it
- Netizens on Theqoo seem unbothered by the selection, with some commenting on the fit of ELITE uniforms being smaller than other brands, which may be a concern for students with larger body types.
- The news has also brought up past controversies surrounding ELITE, including a 2014 incident where the company was accused of harassing agencies by renewing contracts every year and not accepting returns of defective products.
- Some netizens have pointed out that ELITE's influence in the school uniform industry has led to the decline of smaller stores and factories, with the company's expansion into China and its sponsorship of events like the StarCraft competition being seen as a mixed blessing.
The open question
The question remains how RESCENE and NOWZ will navigate their role as brand models for a company with such a complex and sometimes contentious history, and whether their endorsement will help to rehabilitate ELITE's image or simply be seen as a *사이다* (a refreshing, but potentially superficial, move) by netizens.
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