Korean Streetwear is taking over fashion with its innovative concepts and ultra-cool styles. HBX has curated a list of the essential 13 you need to have on your radar now. Keep scrolling to discover your next favorite brand.
EGNARTS
Besides a catchy name, EGNARTS captivates with their unusual and eccentric pieces. Based in Seoul, South Korea, EGNARTS is yet another new brand that has its eyes set on taking over the small-batch fashion scene.
All items are custom-made, minimizing waste during production and promoting sustainability. The brand's design aesthetic is also timeless, drawing inspiration from classic workwear elements, eliminating the need to constantly chase trends, and emphasizing a holistic approach to fashion that values longevity, versatility, and eye-catching pieces.
BALANSA
Balansa is a brand that is difficult to define. As Busan’s leading select shop selling anything and everything that its founder likes, the store’s maximalist approach has been making a name for itself through its own kind of culture. Through its curated selections and international collaborations with the likes of Reebok, Casetify, Puma, and even Paris Saint-Germain’s Seoul shop, its reach has extended beyond the realm of music from which it originally came.
By maintaining their unique and vintage sensibilities, and mixing various tastes into a new kind of balance, Balansa has become Busan’s first-generation select shop. Today, when thinking about Busan’s subculture, Balansa is at the forefront.
GENTLE MONSTER
Renowned for its engineering of creating glasses for Asian faces, South Korea-based Gentle Monster is a designer brand that constantly develops itself under the philosophy of “Innovational High-End Experiments.” The brand’s avant-garde shapes and vivid colors are reflective of the brand name; gentle resembles the wearable and delicate aspect to its pieces, whilst monster reflects the attitude and individuality of the brand. Their pop-up installations are a further testament to the bold identity and statement of the brand, a feat seen interwoven into their pieces, whether accessorizing global fashion week runways or being a part of cutting-edge artist collaborations, most notably Jennie of Blackpink.
GRAILZ
Cutting-edge Korean fashion brand, Grailz, is redefining streetwear for the next generation by blending modern and retro influences. Known for its experimental aesthetics and meticulous attention to detail, Grailz sets itself apart through its mastery of fabric and pattern techniques. From minimalistic and laid-back styles to high fashion pieces, Grailz embodies innovation in the Korean fashion scene, elevating streetwear to new heights of creativity and individuality.
KOMPAKT RECORD BAR
Kompakt Record Bar collects and packs over 20 years of DJ experience, sartorialists, and music enthusiasts into one space in the busy neighborhood of Apgujeong in Seoul. The space quickly became a cherished hideout and cultivation of music lovers, drinks, and a stellar atmosphere. Deriving from the German word ‘kompakt,’ the brand’s name is a reflection of the compactness of the brand’s initial space, measuring a mere 30m2.
Kompakt Record Bar has also gained recognition for their apparel, taking inspiration from the nostalgia of vinyl records, and merging this musical influence with sartorial pieces for everyday wear. From graphic tees to retro iconography to eye-catching collaborations, Kompakt Record Bar offers a range of pieces that simultaneously pay homage to music history and pave its own path within the fashion realm. With the label’s ever-expanding presence and growth, the term ‘kompakt’ transcends its original meaning, transforming into a poignant reminder of the brand’s evolution.
L.E.E.Y
L.E.E.Y, a streetwear brand hailing from Seoul, caters to creative and free-spirited fashion aficionados. Founded and led by Creative Director Yeo Jung Lee, the brand delves into the avant-garde and playful realms of fashion, infusing futuristic and clever touches into traditional staples. Breaking away from conventions and formalities, L.E.E.Y's collections radiate with a sense of individuality and uniqueness in every garment. With a focus on intertwining innovative and chic elements into standout pieces, Leey is sure to become a staple in your wardrobe rotation for those seeking originality and individuality in style.
NACHE
NACHE is a brand that prioritizes breaking conventions to explore beauty through fresh perspectives, enabling wearers to freely express their individuality in clothing, and transforming the act of dressing into artistic expression. Nache, meaning “naked” or “nudity” in Korean, narrates the brand’s core aesthetical inspiration of the human body. Asymmetrical cuts, original patterns, and unexpected materials define the uniqueness and distinctiveness of the brand. By using natural and flexible silhouettes, NACHE employs draping and flowing cuts to reimagine the transformative beauty of everyday life through design. Above all, NACHE focuses on a unique aura that resonates intuitively with viewers, a connection that is essential to the brand.
YIE YIE
Based in Seoul, Yie Yie serves as designer Sunyuul Yie's second creative endeavor, renowned for its innovative approach to fashion. Drawing inspiration from the contemporary women of Seoul, Sunyuul infuses her distinctive sculptural and artistic style with a playful yet casual twist. Established in 2020, this forward-thinking brand offers futuristic crescent-shaped handbags and accessories to complement any outfit without overpowering it. Tapping into aesthetics from the '90s and early 2000s, YIE YIE also incorporates elements from American and Japanese cinema into its designs, creating a nostalgic yet familiar aesthetic. For those who oscillate between maximalism and minimalism, YIE YIE prides itself on embodying both aesthetics effortlessly.
NIVELCRACK
NIVELCRACK specializes in the intersection of football and fashion, fusing the two for unique interpretations of traditional jerseys. The Seoul-based brand and creative studio’s name comes from the Spanish word “nivel” meaning “level” - in other words, NIVELCRACK is on another level. The brand’s design language is no exception to this; from latte-inspired football jerseys to pizza jerseys, NIVELCRACK molds the football jersey beyond its athletic origins and aesthetics, demonstrating the expandability of the football motif. Notable partnerships range from working with clubs such as Venezia FC to collaborating with fashion labels UMBRO and Mizuno, to even outside fashion realms with EA Sports and Parisian sandwich shop, Paperboy.
Café NivelCrack, the brand’s spinoff cafe in Seoul, embodies the essence of NIVELCRACK through its coffee, music, and merchandise inspired by football culture, serving as a hub for fostering football connections and energizing communities with its football spirit and caffeine.
THUG CLUB
Thug Club is a brand becoming synonymous with Korea’s thriving contemporary culture. Infusing pieces with their artistry and fresh perspectives, the brand exudes an authentic spirit that has quickly amassed a cult following, garnering a roster of celebrity wearers, including the likes of SZA, Central Cee, CL, and A$AP Rocky.
Co-Founder, “Thug” Min, has been a major player in Thug Club’s rising popularity, infusing his personality, social media presence, and rebellious spirit into the brand’s core. Despite loud designs, details remain fundamental to the essence of Thug Club’s clothing; from studs that evoke the armor worn by medieval knights to tassels that emulate classic Western elements, an intricate artistry can be found within their rebellious streetwear.
LESUGIATELIER
Lesugiatelier is boldly reshaping the narrative and aesthetics of defiance through fashion. Drawing inspiration from the sentimental essence of her parents' vintage T-shirts, founder Jinsuk Kim skillfully reinvents the essence of rebellion with a nuanced and sophisticated touch. For Kim, true value lies beyond mere appearances, delving deeper into the subtle complexities of style and expression. Originally launched in early 2019 as “Sufi”, the updated brand strikes a harmonious blend of tailoring and casual wear elements. Initially centered around womenswear, the label has since embraced a more gender-fluid stance, incorporating items such as oversized blazers into its collections.
TIRORISOFT
Perfection is an illusion and Tirorisoft’s dolls are a prime example. Born from a desire to break the mold of stereotypically pretty and cute toys, Baek Ji-Won’s brainchild demonstrates the irrelevancy of perfection. Tirorisoft embraces a humorous and absurd aesthetic, captivating in a peculiar way and becoming unexpectedly cute. The dolls have been prominently featured in the music videos of popular idol groups such as New Jeans, ITZY, BOYNEXTDOOR, and Red Velvet, aiding their further growth and expansion.
Despite their curiously kitschy appearance, there is an intentional precision found within Tirori’s pieces, experimenting with the exact location of facial features that could incite the most laughter. Through these unique features, silly cuteness, and intriguing doll names like "Chain smoking cat," Tirorisoft creates an unforgettable and adult take on the realm of soft toys.
UNDERMYCAR
Undermycar is a leading Korean clothing brand known for its premium quality garments featuring contemporary designs and relaxed silhouettes. With a growing appeal, particularly among the MZ generation, the brand stands out for its distinctive and technical products, placing emphasis on small-scale domestic production. Embracing a streetwear aesthetic, Undermycar has garnered a strong fan base with its unique subtle details and a moderate level of intricacy, further gaining recognition through its collaboration with Atmos and ASICS on the GEL-KAYANO 14.
Explore more of the latest in fashion on HBX.com now with selected Korean brands 20% off. For those in Hong Kong, explore the range of Korean fashion available in-store at Hysan Place, Causeway Bay on September 13th, 6-8 pm HKT.
