ATiiSSU Desert Cowboy arrives with a new brand film starring Felix of Stray Kids, the label announced, and the collection goes on sale April 28.
The South Korean headwear label ATiiSSU unveiled the full visual after earlier teasers that showed striking, surreal images, including a headless figure and a moving head on a display shelf. ATiiSSU said the finished film stages a high-energy confrontation between Felix and a mysterious presence the brand calls the Venus flytrap.
The film pairs heavy metal music with sweeping desert imagery to amplify the visual shock, ATiiSSU said, and it also introduces the collection’s signature leather and metal hat ornaments born from the on-screen clash between Felix and the Venus flytrap.
ATiiSSU Desert Cowboy film and visuals
The ATiiSSU Desert Cowboy film opens on shifting sand dunes and heat waves, creating an immersive narrative that the brand described as a Texas inspired, desert-set confrontation. ATiiSSU said the short visual is intended as a bold experiment in brand storytelling and hat design.
In footage released by ATiiSSU, Felix faces the Venus flytrap, a symbolic presence that the brand uses to represent tension and attraction. The soundtrack leans on heavy metal to push the sequence into a raw, kinetic register.
Design language and materials
The DESERT COWBOY COLLECTION draws on the boundless desert and blistering heat to build a western-inflected story about freedom and tension, ATiiSSU said. The range mixes knit, organza, and black leather in layered constructions that create flowing silhouettes and gravity-forward drape.
Fine pleating and rhythmic stone and crystal trims add texture, producing a three dimensional visual vocabulary that plays with light and movement. The collection’s leather and metal hat ornaments are a deliberate attempt to break conventional expectations for headwear.
Where to see and buy the ATiiSSU Desert Cowboy pieces
April 28 is the official on sale date for the DESERT COWBOY COLLECTION, ATiiSSU said in a statement. Shoppers visiting Seoul will be able to try and buy pieces at a temporary showroom, at ATiiSSU’s Dosan flagship store, and at ATiiSSU Haus Nowhere Seoul.
The physical spaces will display the key hats worn by Felix and other characters from the visual film, and ATiiSSU said visitors can test the pieces on site. The brand also installed an AI interactive photo station so customers can make digital portraits that explore ATiiSSU’s distinctive aesthetic.
Fans who follow K pop fashion and hat trends can expect the ATiiSSU Desert Cowboy rollout to appear across social channels after the launch, the company said. For those outside Seoul, ATiiSSU has not announced international shipping details as of the brand release.
Stray Kids’ Felix appears credited as the lead in the film, bringing crossover attention from the group’s global fanbase to ATiiSSU’s experimental headwear direction. The label described the project as both a design statement and a platform to expand what contemporary hat fashion can be.
