South Korean designer brand IOEDLE emerges as a captivating storyteller, weaving nostalgia into the fabric of modern style. Launched in the fall of 2022 by the visionary Beomkyeong Seong, IOEDLE’s mission goes beyond aesthetics, delving into the essence of “Nostalgic Korea.” The brand seeks to redefine retro fashion, infusing it with a contemporary twist that respects the past while boldly stepping into the future. This vision is achieved through a commitment to experimental designs that are unisex in nature, drawing heavily on menswear silhouettes to craft pieces that challenge and transcend traditional gender norms.
This dedication to craftsmanship and narrative is further exemplified in the brand’s approach to collection themes, which often draw inspiration from significant aspects of modern Korean history, such as the 90s residential life, wellness, and industrialization.
IOEDLE’s ethos is built on six foundational pillars: Distinction, Customer-Centered Design, Comfort, Quality, Sustainability, and Communication. Each garment is a reflection of these values, offering not just a piece of clothing but a piece of history, art, and personal identity to its wearers. The brand’s commitment to sustainability and quality is evident in its choice of high-quality, eco-friendly materials and meticulous manufacturing process.
The Architect Behind the Brand: Beomkyeong Seong
The visionary force behind IOEDLE, Beomkyeong Seong, brings a diverse and rich background to the brand. A top graduate from Konkuk University’s College of Art and Design, with a double major in Fashion Design and Computer Science, Seong’s multifaceted skill set has informed the brand’s innovative approach to fashion. His experience ranges from designing for The North Face to graphic design and launching the historical design brand GAESIGI before establishing IOEDLE.
The Hazy Race Collection
At the heart of IOEDLE’s latest offering is the ‘Hazy Race’ collection, a profound exploration of the feelings of displacement and connection within the context of new towns. These planned cities, devoid of the organic growth that endears a place to its inhabitants, serve as the backdrop for a collection deeply rooted in the idea of finding common ground in unfamiliar territories. It’s a narrative familiar to the brand’s founder, Beomkyeong Seong, whose earliest memories of moving to a new town have significantly influenced the design ethos of IOEDLE.
The collection stands as a homage to these shared experiences, reinterpreting the rapid development and the transient, unsettled atmosphere of new towns through fashion. It encapsulates a sense of nostalgia for a past that is both personal and collective, aiming to clothe the wearer in the warm embrace of remembrance while standing firmly in the present.
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