AMOMENTO, Jo Se-ho's fashion brand with Kolon FnC, closed after 5 years

AMOMENTO (아모멘토) was a Korean menswear brand co-founded in 2021 by comedian Jo Se-ho and Kolon FnC, a major Korean fashion conglomerate. Jo served as creative director, involved in product planning, design and promotion. The brand targeted average-sized Korean men and was known for items like no-hem pants. It built a following through pop-up stores and celebrity endorsements from figures like G-Dragon, Hong Jin-kyung and Joo Woo-jae.

In December 2025, Kolon FnC announced that the brand's contract with Jo Se-ho had expired and would not be renewed. AMOMENTO ceased operations after the 2025 Fall/Winter season. Kolon FnC removed the brand's page from its official website, stating the decision was a natural business move as part of a brand restructuring and was unrelated to recent controversies involving Jo Se-ho.

Many media outlets and online commentators linked the closure to Jo Se-ho's 'gangster association' controversy, but Kolon FnC's official position was that the decision was made before the controversy emerged. The brand operated for approximately five years, from its launch in 2021 to the contract expiration at the end of December 2025. The case illustrates the risk of celebrity-backed fashion ventures, where a brand built around a single personality can be vulnerable when public perception shifts or the partner company pivots its strategy.