Eponymous label Wooyoungmi was launched in 2002, with the founder becoming the first female to establish a men’s ready-to-wear label in South Korea. Removed from the typically conservative style of dress at the time, Wooyoungmi broke the mould and continues to do so with their modern interpretations of menswear. From 2014-2020, the brand was operated under the creative direction of Woo Youngmi’s daughter, Katie Chung, who channelled the brand’s distinctive urban aesthetic, though added a touch of romanticism to collections, something of which Youngmi has continued since resuming as Creative Director in 2020. Wooyoungmi is owned by Solid Corporation.

Screenshot of wooyoungmi.com

With a reputation for contemporary, clean-cut designs, Wooyoungmi is wearable yet interesting. The brand often utilises oversize, slouchy silhouettes and minimalist designs with offbeat accents. Fine fabrics merge with a casual aesthetic to create day-to-day luxury in muted tones and modern shapes. Subtle logos feature across t-shirts and jumpers, met with loose-fit jeans and essential hats. Wooyoungmi is also known for their tailoring, producing cool blazers and effortless shirts which stand as reinterpretations of traditional menswear. From relaxed hoodies to pleated trousers, Wooyoungmi offers luxurious, effortless designs with a unique edge. 

With flagships in Seoul and Paris, Wooyoungmi can be found online through stockists such as Ssense, Farfetch and End Clothing.