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Kimchi and K-Pop aren’t the only great products out of South Korea that have successfully tugged the heartstrings of trillions of international eyeballs (and tongues.) Personally, Korean ramen struck deep into my soul, and tugged my intestine so much more and much earlier than PSY.
Hallyu may have paved way for many South Korea-based creative businesses planning for world domination. But there are also many other great South Korean exports that did not ride the wave, and instead, made a name on their own outside the Land of the Morning Calm, long before you knew how to pronounce Pajeon. (What’s with all the food reference?) One great example is WOOYOUNGMI.
Let me burst your bubble: WOOYOUNGMI’s founder is a woman. The eponymous menswear line was founded by Ms Woo Young-mi in 2002, about the same time when the word “Hallyu” was first coined by the Chinese press. Ms Young-mi, now 55, was a graduate of Fashion Studies at Sung-kyun-kwan University in Seoul.
A regular in Paris Menswear Week since 2002, the label now operates 24 boutiques in Asia, and 1 flagship sore in Paris, alongside with her sister Ms Woo Jang-hee.
There are three simple layman words we would use to describe the high-end label: masculine, architectural, and details. “Fashion too can offer an escape from the mundane” – a statement from their bio that reminds us of our local Comoddity.
WOOMYOUNGMI for Mr Porter is the latest partnership which has resulted in an exclusive capsule collection on the popular online store.
The collection is delicious; it’s sports luxe, and it’s tugging the nerve strings of our index fingers, begging us to click on that “Add to bag” and “Checkout” button. Fashion is a virus, I tell you. And A NERVOUS-SYSTEM-CONTROLLING ONE at that.
If you’re infected, jolly proceed to click the gallery above. I’m in love with the ones with rubberised embroidery.
Images by Mr Porter.