South Korean label known for its technical, subversive approach to streetwear and transformative, utilitarian designs.
ORIGIN
South Korea
PRICE TIER
premium
Launched in 2014 by South Korean designer Hyein Seo, the eponymous label quickly gained international recognition for its fusion of high-fashion concepts with a rebellious streetwear sensibility. An alumna of Antwerp's Royal Academy of Fine Arts, Seo's work was famously worn by Rihanna shortly after her debut, catapulting the brand into the cultural spotlight. Inspired by countercultures, from punk and skate to dystopian film narratives, the brand's identity is rooted in creating garments for empowered, self-styled women, often described as "strong girls." The designs frequently feature oversized silhouettes, technical fabrics, and utilitarian details like harnesses and detachable bags, blurring the lines between masculine and feminine codes.