Machine, a distinctive New York brand specializing in men's lifestyle apparel, has cultivated a devoted following since its inception in 1999. Committed to creating high-quality clothing that pushes boundaries, Machine aims to resonate with the confident and passionate individual.
The brand's designs draw inspiration from thrill-seekers, reflecting founder Joeson Ko's passion for racing and extreme sports. Just as thunderous exhausts, robust speakers, and imposing spoilers are forms of expression for cars, Machine stands as a unique form of expression for men.
The company's innovative advertising strategies played a significant role in elevating its profile. A bold promotional campaign in 2004 captivated New Yorkers, featuring a series of striking posters and billboards across the city's major fashion districts.
Following this advertising campaign, Machine's popularity soared. Within their first year, the brand made its way into every major department store across the United States. Their extensive product line includes denim jeans, woven shirts, polos, graphic tees, sweatshirts, hoodies, shorts, blazers, and jackets. The brand transitioned from street racing to club wear, incorporating more graphic and textured elements into its designs.
Prominent department stores across the U.S., including Macy’s, Kohl’s, Marshalls, Sears, JC Penney, and Burlington Coat Factory, began carrying Machine products, placing them alongside established brands such as Levi’s, Tommy Hilfiger, and Guess. Other retailers such as Shopko, Belk, Buckle, Stage, Kmart, and T.J.Maxx also carry Machine clothing.
In 2008, Machine expanded its operations by building its own printing facility in New York and introducing the brand to the Asian market. The brand's first retail store was opened in Shanghai's New World Mall, China. Simultaneously, Machine launched its high-end line, M71, which features outerwear, chino pants, jogger pants, and sherpa jackets. This line emphasized sporty fittings and racing elements.
True to its racing roots, Machine sponsored a Porsche GT in the 2008 Asia Supercar Challenge. The event spanned across various locations, including Sepang, Malaysia, Shanghai, Zhuhai, Chengdu, and Macau, further promoting the brand's dedication to the spirit of racing.
