At the crossroads of moving forward, many would promote the benefits of reflection, but few, if any, could advocate for an inversion of their current self, except for YEEL.
Originating as LEEY in 2013, the Korean brand’s reintroduction to the fashion industry as YEEL has garnered the label significant success. Collaborations with UMBRO and pieces worn by the likes of Aespa, Lisa, and Le Sserafim serve as testaments to the brand’s growth and increasing popularity. Indeed, YEEL’s rebranding is one that highlights an underlying lesson of the value in finding a new starting point at its end.
“I view YEEL not as a mere name change but as the beginning of a new chapter. If LEEY represented an important phase in our journey, YEEL is the embodiment of all our experiences, enabling us to evolve into a stronger and more innovative brand,” team lead Yoon Dong Hwan details to HBX on the brand’s name change. A move primarily motivated by the desire to create a distinct brand identity, Yoon further explains: “‘YEEL’ derives from the Korean word '일 (一),' which means 'first,' 'beginning,' or 'unique existence.” We wanted a name that was more impactful and encapsulated YEEL’s individuality.”
Ahead of YEEL’s inaugural collection arriving at HBX, we chatted with team leader, Dong Hwan, to discuss the brand’s evolution, design language, and the YEEL team. Scroll to discover more and shop YEEL now at HBX.com.
How does it feel to witness the growth of your brand, and what has been your proudest moment?
I think rather than feeling a distinct sense of YEEL's growth, I believe we have simply continued doing what we love, and this progress has come naturally. Of course, there’s still a long journey ahead. However, moments such as receiving interview requests from international platforms and hearing that numerous artists and celebrities appreciate YEEL always leave me feeling a sense of wonder, and make me realize that we are indeed on the right path.
Please introduce the key individuals behind YEEL.
YEEL is a brand built through the synergy of individuality and creativity within our team. Our design team consists of two designers with distinct styles: So Young oversees the overall design direction, ensuring a perfect balance between commercial appeal and style, while Seo Young infuses a bold and funky edge, amplifying YEEL's signature kitsch elements and graphics.
Dong Hwan (myself) oversees operations and strategic planning, helping YEEL expand globally.
The merchandising (MD) team is also a vital pillar of the brand. Ji Yeon, working closely with Donghwan, helps define the brand's direction and fosters a cohesive company culture. Meanwhile, Min Jun, the youngest member of the MD team, brings an exceptional sense of creativity and fresh ideas, continuously generating new content for YEEL.
YEEL is not just an individual-driven brand; rather, it is a collective effort where diverse personalities merge to create a new cultural movement.
What do you consider the key factors contributing to YEEL's success and growth?
One of the most significant factors behind YEEL’s growth and success is our lack of obsession with outcomes. Instead of fixating on predetermined milestones, we have consistently and fearlessly pursued projects that we find genuinely exciting, [trying] not to conform to existing trends or artificially construct a brand identity, [so] we have grown organically into what YEEL is today. This approach, I believe, has made YEEL a truly distinctive brand.
What challenges have you faced as a CEO?
Managing a brand requires a deep understanding of both the business and artistic aspects, which has been a significant challenge. However, I believe that continuously learning and growing is an essential part of being a CEO. While I still have much to improve upon, I maintain an open mindset, [and I’m] always ready to learn.
How would you describe your personal style?
My personal style embodies duality. I gravitate toward a sleek, black-based aesthetic, yet I enjoy incorporating playful, kitschy elements to add an unexpected twist. In essence, my style is a fusion of sophistication and eccentricity, luxury and rebelliousness - [it’s] a harmonious balance of contrasting elements to create a cohesive image.
YEEL was founded in 2013. What are the most valuable lessons you have learned over the past decade?
The fashion industry is saturated with brands that come and go, and only those with a strong, distinctive vision truly endure. Ultimately, what matters is not conforming to external expectations but staying committed to one's own creative vision.
The key lesson I have learned is that perseverance leads to growth. However, longevity alone does not guarantee success—the most critical factor is establishing a unique identity.
YEEL previously existed as LEEY. How did it feel to transition from LEEY to YEEL?
The decision to change the brand name was a long-considered one, and evoked mixed emotions. While it was refreshing, it was also bittersweet to let go of a name that had been with us for so long. I have no regrets and am confident that we are moving forward on our own unique path.
Have there been significant changes in design philosophy following the transition to YEEL?
With the transition to YEEL, we embraced a more dynamic and bold approach to design. While maintaining a black-based aesthetic, we have enhanced the incorporation of playful and eccentric elements. YEEL’s graphics and colors are no longer just design components—they now serve as strong visual signatures that define the brand, [so] that people instantly recognize YEEL's unique aesthetic through its distinctive graphic and color language.
What do you foresee as the next major fashion trend?
I firmly believe that next year, handcrafted graphics and customized elements will gain significant attention. Mass-produced, factory-made products are becoming increasingly monotonous. Instead, consumers will seek reworked, one-of-a-kind pieces that embody a brand’s authentic identity. Apparel that feels like a work of art, rather than just another item of clothing. This philosophy aligns with YEEL’s vision, and I anticipate that such pieces will garner even greater recognition in the fashion industry.
What is YEEL’s brand philosophy, and what are your aspirations for its future?
YEEL is more than just a clothing brand—it is a symbol for individuals who embrace their unique identity. Just as our name signifies being the first and only, we strive to empower people to express their style and energy with confidence. Our vision extends beyond selling products; we seek to foster a ‘YEEL family culture’ where people connect with our brand on a deeper level.
You recently collaborated with UMBRO on ‘Hideout in the City.’ Could you elaborate on the collaborative process and the inspiration behind this collection?
This collaboration was initiated by UMBRO, and over six months, we worked closely to conceptualize and develop the collection. The primary inspiration stemmed from the desire of students to express their authentic selves through fashion after school hours, shedding their uniforms in favor of attire that truly represents their individuality.
Everyone experiences that moment when they wish to transition into their personal style at the end of the day.
Our goal was to capture that sentiment through YEEL’s unique lens. True to its title, ‘Hideout in the City,’ we aspire for this collection to serve as a special medium through which individuals can discover and embrace their own distinctive styles.
Your latest collection will soon be launching at HBX. Could you describe the inspiration and key design elements featured in this collection?
This collection marks the inaugural release following YEEL’s rebranding, signifying a pivotal moment for us. Given its significance, we placed great emphasis on logo play to reinforce the brand’s identity. What makes this collection particularly distinctive is that the logo is not merely a graphic element but a handwritten design that I personally created - from inception to execution, our brand is meticulously built with our own hands. Through this collection, we aim to encapsulate the essence of YEEL and convey the energy that defines our brand’s identity.
What served as the primary source of inspiration for this collection?
This collection is deeply rooted in the nuances of everyday life—the people we encounter, the attire we wear daily, and the moments shared with friends. These seemingly ordinary experiences hold profound significance for me. However, it is not merely about daily life itself; it is about the subtleties, atmospheres, and attitudes within it that shape YEEL’s aesthetic. The handwritten YEEL logo, for instance, embodies an organic and unfiltered authenticity, much like a fleeting moment captured in time. Ultimately, YEEL’s design philosophy is not about seeking inspiration in distant places but about capturing the most genuine and defining aspects of everyday life.
What do you hope individuals feel or think when wearing YEEL designs?
I aspire for those who wear YEEL to feel a sense of empowerment, confidence, and unrestrained energy. YEEL is not merely a clothing brand—it is an attitude, a presence, and a means of self-expression. Through our designs, I hope individuals naturally exude their own uniqueness without conscious effort. YEEL transcends being just a brand; it’s a statement and a symbol for individuals who embrace their individuality and shine in their own way.