Why it belongs in ORBIS
pushBUTTON is a Seoul fashion label launched in 2010 by creative director Seung Gun Park. It describes itself as a hybrid brand, blending street-casual sensibilities with a high-end finish under a gender-fluid vision it calls Humanswear. Collections lean on classic shapes delivered with bold and humorous twists and cinematic storytelling. The label sells through its own online shop and a list of stockists.
pushBUTTON is a Seoul fashion label launched in 2010 by creative director Seung Gun Park. The house describes itself as a hybrid brand, combining street-casual references with a more polished finish. Its central idea is Humanswear, a gender-fluid approach intended to move beyond fixed age and gender categories. That term is not a general description imposed from outside; it is the label's own name for its design vision. Collections begin with familiar shapes, then use altered proportion and humour through cinematic storytelling to change their effect. The first-party material also places the work in Seoul, where the label presents seasonal collections. These details give pushBUTTON a clear authorship and method. Seung Gun Park provides the named creative direction, the 2010 launch fixes the chronology, and Humanswear explains the intended wearer. The Seoul label translates street clothing through concept and silhouette rather than undifferentiated streetwear.