Guide of the Week
👆 RISING: Addicted
Why: As one of the first independent multi-brand stores in Korea, Addicted Seoul has been a significant player in the nation's fashion scene since 2003. Located in the Apgujeong Rodeo District, the store is committed to discovering and supporting emerging designers from around the world. The store offers a diverse brand selection that has established it as an influential destination for trendsetters.
Where: 14 Eonju-ro 174-gil, Gangnam District, Seoul, South Korea
Check out the full guide here.
🌿 AROMA: GRANHAND.
Why: Granhand is popular for its artisanal, modern, and understated fragrances offered at an affordable price point, often around ₩45,000–₩50,000 KRW, making it an accessible niche option. Its retail experience is enhanced by the option for customization, such as engraving initials on perfume bottles, and its overall brand design favors subtle sophistication.
Where: 14-2 Jahamun-ro 4-gil, Jongno District, Seoul, South Korea
Check out the full guide here.
🔍 EXPERIMENTAL: EMPTY
Why: EMPTY – operated by Musinsa – in Seongsu is a space designed to introduce emerging domestic and international designer brands. The store's philosophy is centered on the concept of being "empty" to allow for the continuous introduction of new and experimental works. The interior features a modular and minimalist design, with the fourth floor's black minimal boxes creating a striking, art-like installation.
Where: South Korea, 지하 1층 30 KR 서울특별시 강남구 언주로 174길
Check out the full guide here.
☀️ HOME-GROWN: JiyongKim
Why: Known for its distinctive and authentic aesthetic, JiyongKim employs a unique technique of sun-bleaching or "sun-fading" finished garments to create natural, unpredictable patterns and textures. The brand specializes in elegant, modern menswear with meticulous pattern cutting, making each piece inherently one-of-a-kind. Its popularity comes from a desire for handcrafted, authentic clothing that actively changes and ages with the wearer, appealing to those who appreciate sustainable and artisanal processes.
Where: 30 Hannam-daero 28ga-gil, Yongsan District, Seoul, South Korea
Check out the full guide here.
🛸 FUTURISTIC: Gentle Monster – Seongsu
Why: Korean avant-garde eyewear brand Gentle Monster is known for its statement-making frames, but its Seongsu flagship in South Korea has become somewhat of a cultural landmark for its larger-than-life installations. Surreal, futuristic sculptures that incorporate light and sound envision the brand’s hyper-kinetic world and design DNA. A high-fashion destination to shop for designer eyewear, the flagship also acts as a “free” exhibition to let your imagination roam free. “Of course, Gentle Monster is known for its stores. It’s an incredible art installation (and I’m dying to meet the design team behind that).” — Recommended by Eny Lee Parker
Where: 26 Seongsui-ro 7-gil, Seongdong-gu, Seoul, South Korea
Check out the full guide here.
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