Japanese street fashion brands “UNDERCOVER” and “Y3” will open their first stores in Korea in Yeouid..
Popular brands such as Vape and Sound of Sunrise, Korea’s first store in The Hyundai Seoul, are expanding their presence in South Korea
Japanese street fashion brands “UNDERCOVER” and “Y3” will open their first stores in Korea in Yeouido, Seoul, The Hyundai Seoul.
According to the industry on the 2nd, Y3 and Undercover will open their first stores in Korea side by side in The Hyundai Seoul on the 28th and 29th, respectively. Musinsa Trading is in charge of their domestic distribution.
Undercover is a brand introduced by Japanese fashion designer Jun Takahashi in 1993. It has actively collaborated with global brands such as Nike, Givenchy, Levi’s, etc. across the boundaries of street fashion and high fashion. It was also widely known among fashion lovers in Korea.
Y3 is a brand created by famous Japanese designers Yoji Yamamoto and Adidas.
The fact that these brands have opened exclusive stores in Korea is the result of Japanese street fashion receiving wide attention among young people in their teens and 30s. In the early and mid-2000s, fashion with similar sensibilities became popular in Korea. Amid the recent trend of retro sensibilities represented by the so-called “Y2K,” Japanese street brands also seem to be gaining popularity again.
Musinsa Trading signed a domestic distribution partnership between Y3 and ABATHING APE in June. This offline store was also conducted through Musinsa Trading. Vape is a brand that has reigned for more than 30 years as a symbol of Japanese street fashion. Recently, popular idol groups such as Rise, NCT, and Hearts to Hearts have worn them, making them popular again.
Musinsa Trading is collaborating not only with high-profile brands at home and abroad, but also with emerging brands.
The brand “Sound of Sunrise,” newly created by famous Japanese designer Yasuhiro Mihara last year, is a representative example. From the first stage of collection, he formed a strategic partnership and was in charge of domestic distribution.
Following the official launch of Sound of Sunrise in Korea in June, an offline pop-up was also held on the 23rd of last month.
As the domestic distribution market has been mainly operated by European luxury brands, the Japanese fashion industry is also reportedly considering entering Korea more actively.
An official from Musinsa Trading said, “We are focusing on diversifying the fashion ecosystem and expanding the tastes of lovers by distributing Japan’s representative streetwear brand that has been developed with subculture for more than 30 years in Korea,” adding, “Global, which is considering entering Korea due to the recent growth of K fashion brands and the rising status of domestic fashion.”
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