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Home FUSING AMERICAN-INSPIRED DESIGN WITH KOREAN COOL-GIRL VIBES: IN CONVERSATION WITH JANE AND JIHO CHOI OF GLOWNY 
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THERE’S EXCEEDING EXPECTATIONS, AND THEN THERE’S DEINET: IN CONVERSATION WITH DAIN KIM OF DEINET


FUSING AMERICAN-INSPIRED DESIGN WITH KOREAN COOL-GIRL VIBES: IN CONVERSATION WITH JANE AND JIHO CHOI OF GLOWNY 

There exists a subset between the It Girl and the Girl Next Door, in which lies Glowny. 

Formulated primarily with basics and florals that reflect its founders’ personal tastes, Glowny’s American-inspired designs fuse with that Korean cool-girl vibe to create a brand that is as desirable as it is approachable. Featured on the shoulders of K-pop idols such as Jennie, Ning Ning, and Wonyoung, Glowny’s ever-increasing popularity is transcending the borders from which it came, expanding outside of Korea and now to HBX. 

“Glowny is on track to become a leading international brand, expanding into key global markets like the U.S. and Asia,” its founders detail to HBX. Sisters Jane Choi and Jiho Choi first established the brand in 2020. Four years later, despite simplicity in design, its popularity serves to showcase the commitment to success demonstrated by Team Glowny. 

“[I’m always doing] fittings. There are never enough hours in a day. Running Glowny means constantly fitting and reviewing products, providing feedback, and overseeing everything from content creation to overall brand direction. On top of that, I’m still involved in interviews and meetings, and honestly, I often find myself leaving the office at 11 PM.” 

It’s a transparency and dedication that trickles down to even the brand’s marketing, which heavily features its own employees in promotional content. “We believe that the true spirit of our brand comes from the passion and genuine stories of the women behind it. By featuring our own team members, we’re showcasing real women who embody the confident, modern, and relatable qualities that make Glowny so special.” 

Ahead of a new collection launching at HBX and an impending pop-up, we sat down with the founders of Glowny to discuss the brand’s growth, its community, and what it means to be a Glowny girl. 

Scroll to read more about the brand, and shop now at HBX. 

Glowny has had incredible growth since starting in February 2022. How does it feel to see your brand grow, and what has been your proudest moment? 

Seeing Glowny grow so quickly has been surreal. We always had a strong vision of how we wanted to grow our brand but the way people connect with Glowny was beyond what we imagined. It’s been a mix of excitement and nonstop learning. One of my proudest moments was seeing Glowny become more than just a fashion label. When I saw women of all ages resonating with our aesthetic, styling it in their own unique ways, and even celebrities organically wearing our pieces, it felt like a major milestone. 

Why did you start Glowny? 

I grew up watching my mother run a small clothing shop, and that experience naturally had a profound impact on me. Fashion was never just about clothing—it was a way for me to express myself and shape my identity. And I didn’t want this journey to be mine alone; I wanted to share it with people who resonate with the same emotions and aesthetics. I wanted to create a space where people could express themselves more freely through fashion, and from the very beginning, I believed that sharing this process together was essential. More than just making clothes, Glowny is about building a community that values individuality and self-expression.

Do you have any advice for people wanting to pursue a career in the fashion industry/run a business? 

For anyone looking to pursue a career in the fashion industry or start their own business, stay true to your unique vision while remaining open to learning. Embrace challenges as opportunities to grow, and don't be afraid to take risks—even if failure is part of the journey.

What do you attribute to be the main elements that contributed to Glowny’s amazing growth?

Making mistakes is natural, and we embrace every error as a vital part of our learning process. Even when failures occur, our unwavering confidence to start over drives our continuous evolution. This resilience and bold mindset have been the main elements behind Glowny’s amazing growth. Our brand strategy of communicating with and empathizing with consumers has played a crucial role in our growth.

The Glowny Aesthetic & the Glowny Girl

Glowny has an incredibly strong brand identity - it feels very girly, aspirational, desirable yet relatable to the everyday girl. How would you describe the Glowny girl? 

  1. Values her individuality and expresses it through fashion
  2. Always striving for her dreams, she embraces both her ambition and her genuine, approachable nature.
  3. Views Glowny as more than just clothing but as part of a lifestyle and culture

Team Glowny is an incredibly interesting concept. Why did you conceive the idea to feature Glowny Team Members over external marketing? 

Team Glowny is all about authenticity and community. We believe that the true spirit of our brand comes from the passion and genuine stories of the women behind it. By featuring our own team members, we’re showcasing real women who embody the confident, modern, and relatable qualities that make Glowny so special. This approach creates a deeper connection with our audience—proving that every day, every girl can be both aspirational and authentic without the need for flashy, external marketing campaigns.

Recently, many of your pieces have been featured on celebrities and K-pop idols such as Jennie, Nayeon, and Ning Ning. How does it feel to see your pieces on these celebrities?

We’re truly grateful for their support and excited to keep inspiring a community of confident, modern women worldwide. What we strive for isn't for celebrities to wear our pieces, but for everyone to feel like they're creating their own celebrity style. This is the philosophy we pursue. I believe that having our Glowny girls wear our pieces is just as meaningful as seeing celebrities in them.

Our goal isn’t for celebrities to wear our items—it’s for everyone to transform themselves into their own version of a celebrity.

The Collection

Among the collections, do you have a favorite piece? 

It's hard to pick just one favorite, as every piece has its own unique charm. However, my personal favorite is our signature, The Jane Jeans.

Where do you hope Glowny will be in 5 or 10 years?

Our goal is to solidify our presence in both online and offline retail while maintaining our brand identity and community-driven approach. Whether it’s through strategic partnerships or unique retail experiences, we want to keep evolving and staying ahead of the curve. 

What do you hope those who wear Glowny designs feel or think when wearing the clothing?

I want people who wear Glowny to feel confident, bold, and unapologetically themselves. Fashion is a form of self-expression, and Glowny is about embracing individuality and standing out without trying too hard. When someone puts on a Glowny piece, I want them to feel like the main character in their own story.

Shop Glowny now on HBX. Follow HBX on Instagram to stay updated on the latest drops.


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