Fans Find Out That A Popular South Korean Clothing Brand Is Actually Owned By A 3rd Generation Idol

CEEBS is a clothing brand in South Korea that was started in February 2023. Since its creation, many K-Pop idols have been spotted wearing their clothes. They sell a variety of casual clothing, from T-Shirts to sweats.

The origin of the brand remained a mystery for a long time. While most homepages list the owner of the business, CEEBS withheld the owner’s name, merely jotting down the brand’s business address and license.

Celebrities such as Stray Kids‘ Bang Chan was seen wearing their fashionable hoodies.

Fans began buying from the brand as interest in it grew. That was when fans began to realize that the brand belonged to a huge star himself! When making payment, fans found that the PayPal payment was directed to a certain “Peniel Shin.” They connected the dots and realized that BTOB‘s Peniel was the one manning the brand!

i knew this because when i ordered my ceebs hoodie the paypal payment recipient literally said "SHIN PENIEL" like ok direct deposit right to him ur welcome king https://t.co/9OcMrCbH0d pic.twitter.com/5VSw1lHFky

— lauren (@shybangchan) April 8, 2024

Peniel is known to be close friends with Bang Chan, having trained in JYP Entertainment together. Fans belatedly found out a whole year later when he talked about it. Peniel shared that he did not want to make use of his fans and his name to sell the products. He kept it under wraps for so long!

Peniel confirmed that CEEBS is his brand but he's not doing it by himself. Actually he don't want to reveal it yet because he don't want to make impression like using Melody to bought it. He don't want it to be like "This is my brand! Please buy it". CEEBS it self is slang for…

— BTOB Supports (@BTOBSupports) April 8, 2024

CEEBS is slang for “can’t be bothered” in Australian. Just like its name, the brand aims to produce clothing that will keep you comfy and looking good, even when you can’t be fussed.