South Korean label known for its 90s-inspired, casual-chic designs that challenge conventional fashion with unique, asymmetric details.
ORIGIN
South Korea
PRICE TIER
contemporary
Founded in Seoul in 2020 by sisters Boyoung and Jiyoung Kim, OPEN YY (formerly TheOpen Product) has quickly amassed a cult following for its rebellious yet modest approach to womenswear. The brand challenges conservative dressing standards by reinterpreting timeless silhouettes with a 90s and early 2000s-inspired design philosophy. Known for its unique details like cut-outs, asymmetric construction, and a blend of sporty and classic elements, OPEN YY creates pieces that are both familiar and distinctive. The collections often feature soft knitwear, vintage-style denim, and oversized suits, empowering wearers to express their individuality.\n\nThe brand gained significant international attention after being worn by celebrities like Kendall Jenner, Hailey Bieber, and BLACKPINK's Lisa, solidifying its status as a rising force in the global fashion scene. In 2023, the brand officially changed its name to OPEN YY, with the 'YY' representing the sisters' shared name initial and symbolizing the beauty in diversity. This rebranding aimed to better reflect the brand's core inspirations of sisterhood and creative openness. With a focus on practicality and a free-spirited style, OPEN YY continues to evolve, exploring themes of workwear and daily life in its recent collections.