There’s exceeding expectations, and then there’s DEINET.
Whilst the brand might have only just turned 1 year old, CEO Dain Kim packs over a decade of industry experience into the production of her brainchild - her second brand following Matin Kim, the popular Korean brand that has since expanded to the likes of Japan and Hong Kong. The success of her second brand is a feat that is apparent through the brand’s stellar reception, selling out their Ribbon Flat Shoes and Cloud Mini Bag within just one minute of their launch.
“We are very thankful for the community's support and their belief in our brand and products. We strive to make up for that by providing them with products that are of good quality, design, and uniqueness,” DEINET’s leader details to HBX. “However, this love and support does also put pressure on my shoulders.”
DEINET's small yet dynamic team of 14—including four designers and two members in each of the creative, merchandising, production, customer service, and business development departments—effectively shares the pressure of their ambitious goals. Despite their minimal members, it’s a demonstration of the strength of communication and a customer-first mindset. “Instead of having long and unnecessary meetings in our day-to-day, we check and analyze how our customers are reacting to our brand and products daily. Our teams have a horizontal structure and are flexible in nature, brainstorming and discussing ideas to best understand and fulfill the customers’ needs.”
With DEINET arriving at HBX soon, we caught up with DEINET’s founder to discuss the brand’s exceptionally rapid success, her design evolution beyond Matin Kim, and the newest collection soon to be stocked at HBX.
Stay tuned for the brand’s highly anticipated release on HBX and scroll to read more about Korea’s upcoming brand.
DEINET has had incredible growth since launching just over 1 year ago. How does it feel to see your brand grow and what has been your proudest moment?
Even as we see the growth of DEINET, I feel like there’s a long way to go. We appreciate the fact that you perceive our growth as incredible, however, there remain things we need to improve on. Regardless of the revenue volume, we’re extremely proud that the hard work and teamwork that our various departments put in, has finally come to light and is being acknowledged by the community.
What do you attribute to be the main elements that contributed to DEINET’s quick success and growth?
I’ve been in the fashion industry for around 10 years now, and I believe understanding the customers’ needs and developing to meet those needs are one of the most important aspects.
Have you found there to be any challenges in your role as a CEO?
In both times of high and low for the brand, there are more things to think and worry about. This is a burden I have to bear and am responsible for, to achieve results and growth for the company. I always want to make the right decisions but not all things happen as I expect them to, so I always struggle to make the decision that has the highest chances of success. It’s a consistent challenge.
DEINET's previous collections, titled 'Crescendo' and 'New Realization,' reflect a strong emphasis on growth and evolution. Is this a theme that is present across DEINET’s collections?
That’s correct. By the time this article is released, it will be the 1st anniversary of our brand. We believe we always have to adapt to the fast pace of the market and have growth and evolution as an important theme of our collections.
Please describe the DEINET philosophy. What do you hope for the brand in the future?
Questions regarding brand philosophy have always been difficult. My philosophy is that there needs to be a customer, for a brand to exist. I hope to introduce trendy products that are appropriately ahead of the market and hope that those who buy and wear the products feel happy.
You recently stepped down as CEO of Matin Kim, a project you led for nine years. How does it feel to transition from that chapter and launch DEINET?
I wanted to prove myself. In a recent press interview, I was asked the question on how it feels to see my first and second, and it was an emotional moment for me.
"Both brands are like my children and I only wish the best for both brands."
Has your experience with Matin Kim influenced the way that you approach and run DEINET?
With my prior experience, I do consider more variables in my decision-making. However, my mindset, ideas, and way of developing products have not changed.
How does the design language of DEINET differ from that of Matin Kim?
DEINET is more refined, and has a stronger emphasis on comfort, as I believe people these days aren’t looking for something intense, but something they can wear long, and comfortably in their daily lives.
Your 2025 Pre-Spring collection, DEINER, will be launching at HBX soon. Please explain the inspiration and the key design elements prominent in the collection.
The 2025 Pre-Spring Collection started by finding what it means to be “us”. We have developed silhouettes that reflect our tastes and added more attention to detail to improve styling. Aspects of vintage and a touch of roughness in the volume of our garments – these small details have added up to create products that can reflect individual tastes and outfits.
Among the collection, do you have a favorite piece?
My personal favorite is the DEINET 5-Way Stud Pocket Multi-Bag. As the name suggests, it can be worn 5 ways, but I think it can even be worn 9 ways. We were pleasantly surprised when we were designing the product as well.
Lastly, what do you hope those who wear DEINET designs feel or think when wearing the clothing?
We always go through the design process with a positive mindset and with the excitement of introducing something new to our customers. We strive to create something we are all proud and happy with and hope the excitement we had in developing our products can be felt in the end product. We hope that positivity and energy also echo on to our customers.
Stay tuned for DEINET's highly-anticipated release on HBX. Follow HBX on Instagram to keep up with all the latest drops.