Witty street wear for a woke generation.
Hyein Seo, born in South Korea launched her brand in 2014 after showing a collection at NYFW. Her collection was worn by Rhianna at the MTV music awards in 2014 and catapulted into the public eye.
She started the label at the age of 23, while still studying at the Royal Academy of Fine arts in Belgium.
Speaking about her style in interviews Seo has cited high school students as a source of inspiration. With ironic oversized tees and baggy, comfy trousers with a nod to street wear the brand screams youth and rebellion.
Another youthful mind set expressed through her label is it’s unisex approach to clothing. Providing relaxed, witty style to men and women, of celebrity status or millennial minds alike.
The brand is sold in stores Asia and Europe, but is available worldwide through the website.
Drawing on influences from punk to skate, Dario Argento to Fassbinder, streetwear to mink stoles, Seo embodies the strangely, sometimes unsettlingly, playful nature of fashion.
Unlike the Yellow Pages, the more fire we can get, the better.
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