Horse Rabbit T-Shirt

Gorpcore is the trend of wearing high-performance outdoor and hiking gear as everyday clothing. It's been on the rise for years: finance bros rocking the Patagonia vests, and Arc'teryx caps selling out during Christmas in 2025.

Tansanmagnesium is a Korean gorpcore brand known for horse and rabbit imagery, which explains the graphic on this tee. The name is Korean for magnesium carbonate, the compound in the chalk rock climbers use to keep their grip.

I'll admit gorpcore has its fair share of “larpers” and I'm writing this in a Patagonia quarter-zip and an Arc'teryx cap, and the only mountain I've climbed in the past three years is Bear Mountain in New York. There's nothing wrong with wearing these brands if you're not a climber. The clothes are great and they keep you warm. But I can see the problem for a real climber who wants to meet new fellow climbers in the wild.

Tansanmagnesium's flagship store in Seongsu has a fix for that. The entrance is a giant boulder, and only climbers can get in. Really gatekeeping their equipments for genuine climbers, additionally this is genius. In-store conversion rates often sit below 10%, but when getting through the door is an achievement, people want something to remember it by, and the sale conversion rate must be high in this store. They don’t teach this at Harvard Business School.