Seoul Shopping Guide

Your comprehensive guide to shopping in Seoul

Featured Brands

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Ader Error

If you’re exploring the world of Korean fashion, Ader Error is a brand you can’t miss. Since its debut in Seoul in 2014, Ader Error has become one of the most influential names in contemporary Korean fashion. Known for its bold creativity and artistic approach, the brand has captured the attention of fashion enthusiasts around the globe. The Concept Behind Ader Error Ader Error is more than just a fashion label - it’s a collective of creatives from diverse fields like design, architecture, and art. The name itself reflects their philosophy: “Ader” represents an appreciation for aesthetics, while “Error” celebrates the beauty of imperfection. Their slogan, "But near missed things" highlights their focus on finding inspiration in everyday moments that often go unnoticed. What Makes Ader Error Unique Ader Error’s designs are instantly recognizable for their oversized silhouettes, vibrant colors (especially their signature blue), and experimental details. They mix retro and futuristic elements to create pieces that feel fresh yet timeless. Deconstruction, unexpected textures, and playful twists on classic styles are hallmarks of their collections. The brand’s unisex approach to fashion also sets it apart. Their clothing is designed to be inclusive and versatile, appealing to people of all genders who value individuality and creativity. Global Success and Collaborations Ader Error’s influence extends far beyond Korea. The brand has collaborated with global names like PUMA, Maison Kitsuné, Converse, and Bang & Olufsen, blending streetwear with high-concept design. These partnerships have helped introduce Ader Error’s unique vision to a wider audience. Their flagship stores in Seoul are must-visit destinations for fashion lovers. These spaces go beyond retail—they’re immersive experiences where clothing meets art installations, reflecting the brand’s innovative spirit.

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thisisneverthat

thisisneverthat is one of South Korea’s most iconic streetwear brands, embodying the laid-back, effortlessly cool vibe that has made Korean fashion a global phenomenon. Since its establishment in Seoul in 2010, the brand has grown into a cultural staple for streetwear enthusiasts, blending classic influences with modern sensibilities. The Story Behind thisisneverthat Founded by three friends—Jiyong Kim, Cho Nadan, and Park Inwook—thisisneverthat started as an independent label inspired by global street culture. The name itself reflects their philosophy: it’s intentionally ambiguous, leaving room for interpretation while rejecting the idea of being tied down to a single identity or trend. Signature Style thisisneverthat is known for its relaxed, oversized fits and minimalist designs that often feature bold graphics and typography. Their collections draw inspiration from vintage Americana, skate culture, and 90s nostalgia, while maintaining a distinctly Korean aesthetic. The brand’s ability to balance simplicity with striking details makes it a favorite among those who value understated yet impactful fashion. Collaborations and Global Reach Thisisneverthat has steadily gained international recognition through collaborations with major brands like New Balance, GORE-TEX®, and Vans. These partnerships showcase their ability to merge Korean streetwear with global influences while staying true to their roots. Their limited-edition drops often sell out quickly, highlighting their growing popularity both in Korea and abroad. In addition to clothing, thisisneverthat frequently releases accessories such as hats, bags, and sneakers that complement their collections.

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AMOMENTO

AMOMENTO is a South Korean fashion brand that has been redefining minimalist aesthetics since its launch in 2016. Known for its clean lines, understated elegance, and timeless appeal, the brand has become a favorite among those who value effortless style and sustainable design. The Philosophy Behind AMOMENTO The name "AMOMENTO" combines the Spanish word momento (moment) with the letter "A," symbolizing an unforgettable moment. This reflects the brand’s commitment to creating clothing that shines brightest when worn by the individual, celebrating personal expression and timeless beauty. The brand’s ethos is rooted in simplicity, focusing on refined minimalism and functional elegance. Signature Style AMOMENTO’s designs are characterized by: Minimalist Silhouettes: Clean, organic shapes with a focus on comfort and wearability. Neutral Color Palettes: Soft tones like beige, ecru, black, and earthy browns are complemented by subtle pops of color. Unique Textures: The brand distinguishes itself with carefully selected materials, blending natural fabrics with innovative textures. Timeless Appeal: Their pieces transcend trends, offering versatility and longevity in any wardrobe. Creative Direction Led by founder Lee Mikyung, AMOMENTO prioritizes authenticity over fleeting trends. The brand avoids designing for specific consumer demographics, instead focusing on Lee’s personal taste and vision. This approach has become AMOMENTO’s defining identity, resonating with individuals who seek thoughtful, enduring designs. Global Reach Starting as a curated concept store in Seoul called "Shop AMOMENTO," the brand has grown into a global name. It now offers both womenswear and menswear collections, with its pieces available internationally through high-end retailers. AMOMENTO’s presence at events like Paris Fashion Week further highlights its growing influence in the global fashion scene.

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Matin Kim

Explore Matin Kim stores and products in Seoul

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Andersson Bell

Andersson Bell is a contemporary South Korean fashion brand that blends Korean streetwear influences with minimalist Scandinavian design. Founded in 2014, the brand reinterprets classic Scandinavian simplicity through a Korean lens, creating a unique aesthetic that is both modern and edgy. The name "Andersson Bell" reflects the brand’s philosophy. “Andersson” is a common Swedish surname, representing the Scandinavian influence, while “Bell” symbolizes traditional Korean temple bells, adding a touch of heritage. This fusion of contrasting cultures defines Andersson Bell’s identity, creating designs that feel both global and local. Andersson Bell is celebrated for its bold experimentation with patterns, textures, and colors. The brand specializes in mixing unexpected materials and incorporating subtle contrasts that evoke elegance and individuality. Their collections often feature oversized silhouettes, unique color blocking, and intricate details that set them apart from conventional trends. Andersson Bell has gained international recognition, being stocked in high-end boutiques worldwide. The brand is now featured in over 30 high-end boutiques worldwide, including Farfetch, Net-a-Porter, Browns, and LuisaViaRoma. Their collaborations with major retailers like Barneys New York have further solidified their reputation as a leader in Korean fashion. With its distinctive identity and commitment to innovation, Andersson Bell continues to redefine contemporary fashion, bridging the gap between East and West.

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Women

GLOWNY

Glony is a modern Korean women's fashion brand that has rapidly gained recognition since its launch in 2020. Founded by sisters Choi Jae-in and Choi Ji-ho, the brand combines youthful creativity with timeless elegance, catering to the tastes of the MZ generation. Its name reflects its philosophy—"You glow differently"—encouraging women to embrace self-love and individuality. Glony rose to fame internationally when BLACKPINK's Jennie wore one of its skirts, followed by other members Rosé and Lisa. Other notable fans include IVE's Jang Won-young, Girls' Generation's Taeyeon, and actress Ko Yoon-jung. These endorsements have solidified Glony’s status as a trendsetting brand among celebrities and fashion enthusiasts alike. The brand is known for its Classic Line, featuring versatile items like tank tops and denim crafted from self-developed materials. This line blends vintage-inspired aesthetics with modern practicality, making it ideal for everyday wear. Glony is actively expanding its international presence through pop-up stores in high-profile locations such as Soho, New York, and Omotesando, Tokyo. Additionally, foreigners account for 60% of visitors to its Hannam-dong showroom in Seoul, showcasing its growing global appeal.

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KIMHĒKIM

KIMHĒKIM is a luxury fashion brand founded in August 2016 by designer Kiminte Kimhekim. Drawing inspiration from his ancestral roots—the Gimhae Kim royal family—and his grandmother’s traditional clothing craftsmanship, Kiminte has created a brand that seamlessly blends Korean heritage with modern haute couture techniques. The name “KIMHĒKIM” symbolizes the golden era of the ancient Korean kingdom, reflecting the brand’s commitment to elegance and timeless beauty. KIMHĒKIM embodies contrasts: feminine yet strong, simple yet poetic. The brand reinvents classic tailoring with disruptive details such as oversized ribbons, pearls, and sheer organza, creating couture-level collections that are both visually captivating and deeply meaningful. Kiminte Kimhekim honed his skills in Paris, studying at Studio Berçot and working under Nicolas Ghesquière at Balenciaga. His journey from Korea to France shaped his unique design approach, combining traditional Korean aesthetics with meticulous French craftsmanship. From dressing Barbie dolls in hanbok as a child to presenting collections at Paris Fashion Week, Kiminte’s work celebrates cultural identity while pushing the boundaries of fashion. Since joining La Fédération de Haute Couture et de la Mode in 2019, KIMHĒKIM has become a regular at Paris Fashion Week, earning acclaim for its daring presentations and poetic designs.

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Gentle Monster

Gentle Monster is a South Korean luxury eyewear brand that has garnered international acclaim for its bold and innovative designs. Founded in 2011 by Hankook Kim, the brand is celebrated for its avant-garde aesthetics and commitment to "high-end experimentation." This philosophy extends beyond eyewear to include immersive retail experiences, art-inspired collaborations, and cutting-edge marketing strategies. Unique Design Philosophy Gentle Monster's eyewear stands out for its geometric, and asymmetrical frames, designed to cater to both functionality and style. Originally tailored for Asian facial features with a "low-bridge fit," the brand's designs have since gained global popularity. Each frame is crafted using premium materials like titanium and acetate, ensuring high quality and durability. Immersive Retail Spaces Gentle Monster redefines the concept of retail by transforming its stores into art galleries. Each flagship store features thematic installations, kinetic sculptures, and interactive displays that create a surreal shopping experience. For example, its New York store once featured an underwater theme, while its London store showcased robots performing martial arts. These spaces are designed to evoke wonder and curiosity, making them destinations in their own right. Global Reach The brand operates over 40 flagship stores worldwide in cities like Seoul, New York, London, and Shanghai. Its products are also available through more than 450 retailers across 30 countries. Gentle Monster's global appeal is further amplified by collaborations with celebrities like BLACKPINK’s Jennie and partnerships with brands such as Fendi and Maison Margiela. Collaborations and Cultural Impact Gentle Monster frequently collaborates with artists, designers, and celebrities to create limited-edition collections that push the boundaries of traditional eyewear design. Notable collaborations include the Jentle Home collection with BLACKPINK's Jennie and smart glasses developed with Huawei. These partnerships have elevated the brand’s status as a cultural icon in both fashion and technology.

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WOOYOUNGMI

Wooyoungmi is a South Korean high-end fashion brand founded by designer Woo Youngmi in 2002. Known for its refined tailoring and innovative designs, the brand blends modern aesthetics with artistic and architectural inspirations. It debuted in Paris and has been a staple of Paris Men's Fashion Week since 2003, establishing itself as a global luxury label competing alongside brands like Dior and Prada. Woo Youngmi, often referred to as the "mother of South Korean menswear," launched Wooyoungmi to create sophisticated clothing for the modern man. Her designs are characterized by clean lines, meticulous craftsmanship, and a balance between structure and fluidity. The brand's pieces often feature subtle yet striking details that elevate everyday menswear staples into contemporary art forms. The brand debuted at Paris Men's Fashion Week in 2002, making history as the first South Korean label to showcase on this prestigious stage. Despite its current success, entering the French fashion scene was an arduous journey for Woo Youngmi. When Woo Youngmi first ventured into Paris, she faced numerous challenges. She was not well-known internationally, did not speak French, and had no established connections in the French fashion industry. As the first Korean designer to challenge the Parisian market, there were no precedents or guides to follow. Woo relied on her determination and reached out to the French Fashion Association for support while networking with reporters and designers to gain visibility. Her mindset was clear: if she failed, she would return home, reflect, and try again. Over time, Woo Youngmi's persistence paid off. In 2008, Wooyoungmi opened its first store in the luxury department store Le Bon Marché in Paris, which helped solidify its reputation among the French fashion elite. By 2011, it became the first Korean brand to join La Chambre Syndicale de la Mode Masculine, the governing body of men's fashion in France. Today, Wooyoungmi operates flagship stores globally and continues to thrive as a symbol of South Korean excellence in international fashion. The brand's success is rooted in its ability to merge Korean heritage with European sophistication, appealing to a wide range of fashion enthusiasts worldwide. Its designs are particularly popular among celebrities and trendsetters for their unique blend of elegance and modernity.

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