Licensed apparel and lifestyle brand pilots online in November 2026 ahead of full international rollout in February 2027
TCF POST Report
Time Out Group plc, the London-listed media and hospitality company known globally for its city guides and its Time Out Market food halls, is stepping into fashion. The group has partnered with TBH Global, a South Korean fashion conglomerate listed on the KOSPI since 2005, to launch a licensed Time Out apparel and lifestyle brand.
Time Out has operated since 1968, when it launched in London to help people discover the best of the city, and today calls itself the only global brand dedicated to city life, with journalists curating content across more than 350 cities in over 50 countries. TBH Global brings more than 20 years of experience in brand planning, product development, design, manufacturing, quality control, and retail distribution.
A Brand Built on “City Travellers”
The new label is built around the concept “Designed for City Travellers,” aiming to translate Time Out’s editorial knowledge of the world’s great cities into fashion and lifestyle products for urban explorers. The rollout will happen in two stages: a limited online pilot launching in November 2026, followed by the full international collection in February 2027. The pilot phase spans apparel, accessories, and beauty, and will also test TBH Global’s global e-commerce platform ahead of the broader rollout.
Two Product Lines, City-Led Design
The apparel offer splits into two tracks: an Apparel Collection of versatile, everyday pieces for contemporary urban living, and a Drop Collection drawing on Time Out’s near six-decade archive of magazine covers, campaigns and editorial photography. The November pilot itself centres on graphic T-shirts and city-themed products tied to London, New York, Lisbon, Osaka, Barcelona and Seoul, alongside travel accessories and premium Korean body-care lines.
Retail Strategy: Pop-Ups First
Post-pilot, the February 2027 launch will expand under a “City Travel Casual” concept, adding products, markets and retail channels over time. Notably, South Korea will see the brand debut through pop-ups in department stores and shopping malls before a gradual move into permanent retail space.
Strategic Positioning
Executives frame the tie-up as a natural brand extension rather than a diversification gamble. Time Out CEO Chris Ohlund described the partnership as an opportunity to carry the “experiencing the best of the city” ethos into a new category, calling TBH Global the partner with the product expertise and international reach to make it work. TBH Global CEO Jong Wan Woo said the ambition is to build a distinctive global lifestyle brand for people who love cities and travel, with the initial collections framed as just the starting point.
For Time Out Group, the launch is positioned as the latest extension of the brand beyond its core media and hospitality operations, part of a broader strategy of growing the global brand through selected licensing and partnership deals.
