[Jin Guk-in, The New Gray] Why shouldn’t people in their 60s use TikTok?

What image comes to mind when you think of your parents’ generation? A department head with a potbelly? Colorful hiking gear? But here are some people who have cast aside all those stereotypes: the silver-haired influencers known as “Ajusshis.” Why did these men in their 60s decide to take on “hip” culture? We met Kwon Jeong-hyun, CEO of The New Gray, who is challenging the world with the question, “Why can’t people in their 60s use TikTok?” 

As the world gets younger, Kwon Jeong-hyun of The New Gray stands out as a true original

Could you tell us about The New Gray and your work?

Hello. I’m Kwon Jeong-hyun from The New Gray, a startup specializing in senior fashion content. At The New Gray, we run “Operation: Dad’s Profile Picture Makeover,” which gives ordinary dads a makeover, and we transform dads into stylish senior fashion influencers. We’re a company dedicated to helping seniors live their lives in a way that’s both youthful and stylish.

When coming up with the name, I tried to avoid using the word “senior” as much as possible. It felt like it would imply constant aging and trap us within that concept. When I searched online, I found that keywords like “Gray Man” and “Gray Woman” were being used. So, I combined “Gray”—which has symbolic meaning—with “New,” signifying the creation of a new life, to come up with the name “The New Gray.” 

You graduated from an engineering school—what inspired you to start a fashion startup?

I happened to see a photo of fashion director Nick Wooster attending a men’s fashion trade show. The moment I saw it, I just thought he looked really cool. I thought that if there were more cool middle-aged men and older gentlemen like him in Korea, it could make for a brighter and more joyful society. That thought—that I wanted to create content that resonates with middle-aged and older adults through the fashionI love—was the catalyst forstarting the company. 

Finding senior models must not have been easy either. I heard you were often treated like a con artist at first?

Rather than looking for models, I went around casting grandfathers and middle-aged men to simply take photos with. At first, I was treated almost like a peddler. Then one day, I spotted a truly cool grandfather at a café near my house. I felt that if I worked with him, I could lay the foundation I’d envisioned. I showed him some photos and asked him to join us. That man is our very first model, “Man-su.”  

I imagine you went through a lot of trial and error at first. What were the early days of The New Gray like?

We started by buying clothes with a 1 million won grant from the Seoul Metropolitan Government and the money I earned from my part-time job. I’d change clothes in the bathroom and mostly take photos in alleys. I didn’t even have a camera, so I started with a cell phone camera that had poor image quality. (Laughs) I posted the photos I took that way on Facebook, and they went viral in no time, making us famous. I think the most common reaction was, “Is there really an elderly gentleman like this?” 

It must not have been easy to get back on your feet after failing. Was there a driving force or turning point that helped you bounce back?

I took on part-time jobs and even got a full-time job just to make ends meet, but it was all so boring. I realized that even if I ended up in debt, I had to do what I wanted to do. Doing what I wanted on my own terms was more important to me than money. The unhappiness that came from a life where I had to do only what others told me to do was really weighing on my mind. I think I was able to bounce back because I saw the potential in the senior fashion industry. 

Were there any prejudices against middle-aged men? If so, I’m curious if you ever encountered them. 

Authoritarian or incompetent. When I was younger, my image of middle-aged men seemed to be one of those two. The “face” that middle-aged men try to preserve was the biggest obstacle. They’d say things like, “My daughter told me to come, but why am I doing this?” or “I signed up for no reason and am just bothering everyone,” which made me feel very uncomfortable, especially since I was the one coordinating the long shoots. 

But after shooting once, then twice, my own prejudices began to fade. I started to think that, in a way, they might have been acting that way out of fear. They really loved it when I gave them lots of compliments and dressed them stylishly. They wanted to take even one or two more shots, and some even sent me messages saying they’d changed their profile picture on their messaging app. When you actually meet them, I realized they’re just people from a different generation—cool, cheerful, and just like us, who love to feel young. 

Is there anyone who stands out most in your memory from the “Operation: Change Dad’s Profile Picture” campaign?

During wadiz’s first funding campaign, there was a participant whose parents were going through divorce mediation; they applied in the hope that this might help improve their relationship. When we dressed the father smartly and styled him, his wife was absolutely delighted. We also took photos near Myeongdong Cathedral that day, but it started raining. It wasn’t exactly ideal conditions. Even so, the couple kissed just like they were taking their honeymoon photos, and the shoot was truly joyful. I’ve heard they’re getting along well now. 

“Uncle’s” has become quite the talking point.
could you tell us a bit about “Ajusshis”?

“Ajusshis” is a group of eight senior men who are influencers creating fashion content. They’re mainly active on social media platforms like TikTok, Instagram, and YouTube. There are so many middle-aged and older men in South Korea—it would be wonderful if we could give them all makeovers, but that’s not realistic. That’s why I thought we needed senior influencers who could influence a large number of people in that age group. I hope we can be the pioneers, inspiring more stylish middle-aged men and women like Nick Wooster. 

What is The New Gray’s fashion philosophy?

Our fashion philosophy is to first create a classic look using basic pieces. If your style leans too heavily in one direction, you can’t break down barriers. Since most fashion markets are highly competitive “red oceans,” brands tend to create unique and flashy clothes to stand out. However, I believe that to become a brand that can encompass everything—from streetwear and niche brands to mainstream ones—we must stay true to the basics. 

As the CEO of a senior fashion startup, is there a specific image of middle age that you hope to project?

There’s a certain image that comes to mind when you think of “middle age”—hiking gear, striped shirts, and the like. Our goal is tocompletely subvert that perspective and reshape Korean men’s views on fashionthrough the looks of the silver-haired middle-aged gentlemen at Party Homme. 

I believe fashion plays a role in supporting one’s life. Once you’ve put together a decent wardrobe, you’ll gain the confidence to go to a whiskey bar in Euljiro, and you’ll feel comfortable stopping by a café in Seongsu-dong for a cup of coffee. I believe that changing your fashion is the starting point and can serve as a catalyst for changing your life. 

What are your future plans?

We have a total of about 500,000 social media followers. That’s a 25-fold increase compared to this time last year. To be honest, that’s relatively small compared to other influencers, but it’s a very significant number in our niche. Our cumulative views are probably around 100 million, and interestingly, we’re getting reactions from overseas first. To establish ourselves as stylish adults in Korea , we aim to create content that sparks meaningful discussions in our society. Our plan is to then produce content that will allow us to expand into international markets. 

Finally, do you have a message for middle-aged people who have retired?

I hope they’ll engage in productive activities—even if they aren’t traditional jobs—that allow them to feel a sense of accomplishment. I firmly believe that such productive activities will definitely help them lead young and healthy lives. 

Although channels for communication are increasing, understanding and communication between generations still seem challenging. The New Gray and The Uncles have broken down prejudices through the medium of “fashion” and transformed middle-aged men into stylish gentlemen with the courage to “take on new challenges.” I’m even more excited to see the world they’ll change. 

▶ This content was first featured on the wadiz blog. If you’re curious about more stories on the blog, check itout here!