The Desert Cowboy collection launches April 28 with Stray Kids member Felix starring in ATiiSSU’s new visual film, the brand said.
ATiiSSU released a series of surreal teasers earlier this month, including images of a headless figure and a moving head on a display shelf, that drew global attention ahead of the full film, the company said.
The complete video opens amid shifting sand dunes and rolling heat, staging an immersive, high tension narrative that culminates in a confrontation between Felix and a mysterious presence the brand describes as the Venus flytrap. The film uses heavy metal music to amplify the visual impact, ATiiSSU said.
Under the energy exchange between Felix and the Venus flytrap, the film reveals a line of leather and metal hat accessories that the brand says break conventional fashion boundaries and suggest new stylistic directions.
The Desert Cowboy collection draws inspiration from vast deserts and intense heat to build a western themed narrative that balances freedom and tension. Materials include knit, organza, and black leather, layered to create flowing silhouettes and suspended structures that move with the body.
The collection uses delicate pleating textures paired with rhythmic stone and crystal embellishments to create a three dimensional visual language that plays with light and motion. Designers said the layering produces a sense of volume without weighing the silhouette down.
Desert Cowboy collection film and pop up events
The Desert Cowboy collection film centers on the confrontation between Felix and the Venus flytrap, and showcases several of the brand’s statement hats. The collection goes on sale April 28, ATiiSSU said in a press release.
ATiiSSU advised fans visiting Seoul that the collection will be available at an ATiiSSU DESERT COWBOY COLLECTION pop up, at the ATiiSSU Dosan flagship store, and at ATiiSSU Haus Nowhere Seoul, where customers can try on the featured hat pieces and use an AI interactive photo installation to explore the brand’s aesthetic, the company said.
How the hats translate on stage and in person
On camera, the leather and metal pieces read as sculptural headwear that catch and reflect stage lighting. In retail, the brand has placed the pieces on display to allow customers to try them on under directional light so that the interplay of texture and crystal embellishment is visible from multiple angles.
ATiiSSU said the pop up and flagship store presentations echo the film’s visual language, letting visitors move among garments and hats to experience how the pieces change with motion and light.
Fans who cannot travel to Seoul can watch the film and product imagery on ATiiSSU’s official channels, the brand said.
For press inquiries, ATiiSSU provided contact details in its release and confirmed additional appearances by other cast members in the campaign, the company said.
