SM Entertainment's public announcement regarding NCT DREAM's collab with a clothing company is gaining attention for the wrong reasons.

Here's what happened.

SM's Professionalism Questioned After Publicizing Disagreement With TEDDY ISLAND

The company's move didn't sit well with the fandom.

Earlier on October 13, clothing brand TEDDY ISLAND officially announced on X (Twitter) that a new collection with NCT DREAM would be released.

On October 18, TEDDY ISLAND followed up that a pre-order event would be held from October 18 until November 8. Many NCTzens (NCT's fandom) were more than thrilled to see the updates, since the collaboration involves NCT DREAM.

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However, on the same day (October 18), SM Entertainment released an official statement on NCT DREAM's Twitter account and claimed the agency wasn't aware of any pre-order event with TEDDY ISLAND since the matter wasn't taken up for discussion.

The announcement also had fans puzzled by mentioning that the company is currently verifying further details and that progress will be disclosed once everything has been finalized.

Read the agency's full statement below:

"Hello. This is SM Entertainment.

Today, we have confirmed that a pre-order event announcement for 'TEDDY ISLAND' has been released, as this is a brand that NCT DREAM, our artist, is endorsing. However, the pre-order event wasn't discussed with our company at all.

We are also here to inform you that the details of TEDDY ISLAND's pre-order announcement details are currently being verified. Once confirmed, we will share the progress with fans.

Thank you."

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SM's statement gained the reply of TEDDY ISLAND, which brought its own take on the company's grievances. According to the statement, the contract between SM and TEDDY ISLAND regarding the NCT DREAM collection is presently valid.

The brand also added that due to SM Entertainment's initial approval for sales, the pre-order will occur as scheduled.

"This is a statement about the pre-orders for the NCT DREAM collection.

Greetings. This is TEDDY ISLAND.

Today, we would like to lay out details in response to SM Entertainment's announcement on NCT DREAM's Twitter account. We would like to inform you that the model contract between our company and SM for 'NCT DREAM X TEDDY ISLAND' is valid.

The pre-order event is being organized with SM's sales approval and we will discuss the matter further with SM. Furthermore, the pre-order event will proceed as planned. Thank you."

In a forum, netizens were taken aback by SM Entertainment's decision to make the disagreement public instead of solving the matter privately.

•  "Please communicate with them through email."
•  "What are they doing?"
•  "They should just contact each other (privately). Of course, the other company would have no choice but to release an open statement if the matter was brought out publicly."
•  "Why is SM always making public statements to resolve things? It's not like they'll end up fighting anyone."

Others pointed out the company's professionalism and specified on its management teams.

•  "All their teams are problematic. They scheduled five comebacks in the same month and RIIZE is rumored to make a November comeback."
•  "I feel like many of the old staff have left SM already. This only means that the people there are new employees who are not good at handling things."
•  "It's so unprofessional."

What are your thoughts on SM's announcement? Are you excited for NCT DREAM's new collection? Let us know in the comments below!

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Written by Riely Miller