Where to go for fashion and style
Carhartt, MSGM, Band of Outsiders, and Liful—if these brands perk up your ears, take note: BEAKER is a concept store run by Cheil Industries, offering brands from style hotspots like New York, Paris, London, and, these days, Seoul. On one side of the store, there is a café, bookstore, and stationary shop. A heads up for those of you on the hunt for that special something: Recently, BEAKER has started introducing products created through collaboration with Korean fashion brands that can only be found at this store.
While strolling the grey alleys of Apgujeong-dong, if you’ve found green, you’ve reached the Tom Greyhound store. This two-story building is covered in Allegheny spurge, a sturdy shrub which is green all year long, the reason behind Tom Greyhound’s uniquely bright exterior. Compared to other large concept stores which tend to feature already famous brands, Tom Greyhound prefers lesser well-known brands like Opening Ceremony and Topshop Unique. And this focus is working: Tom Greyhound is wildly popular with young fashion enthusiasts in Seoul.
Koon With A View is probably one of the earliest concept stores that opened in Seoul. These days, concept stores are springing up like mushrooms after rain after few months, but this store opened back in 2001 as Koon, the predecessor of Koon With A View, doing something quite unique at the time. Located on Garosu-gil, in Sinsa-dong, it's easy to find and their collection of premium brands like J.W. Anderson is well-regarded by the style conscious. If you’re curious about the concept stores of Seoul, Koon With A View is a must-see.
As the name indicates, Raum Edition Flagship Store is a giant multi-brand shop that LG-owned brand Raum opened in the heart of Apgujeong. From the storefront, the shop could be mistaken for a clothing store, but the flagship's imported collection tends towards European accessories and brand shoes. The store's hit items include French sneaker brand Bensimon and rainboot specialist Hunter, but in general, brands are selected for their character, rather than their popularity, so you'll find unique and relatively unknown names as well.
A multi-shop put together by the Shinsegae and creative director Milan Vukmirovic, rumor has it that G-Dragon shops here. If you are wondering what a “multi-shop” really is, it’s a shop catered to upping one’s lifestyle—and BOONTHESHOP nails this goal with a chic bang. From fashion, beauty, to living products, the shop is known to house the most diverse collection of such items in Seoul. Find all your favorite products such as Alexander McQueen, Maison Margiela, French design brand LEXON, and toy shop brand Kinkirobot here.
We happen to know that there are grown men in Seoul who have shed frustrated tears about the options when in comes to shopping for their favorite foreign brands. If this is you, weep no longer: Ohkoos is your new ray of sunshine. They serve as an ambassador of American casual and street apparel infused with a European zest, carrying products from the likes of Tanner Goods and Kaweco, as well as Japanese clothing brand Kapital and traditional apparel from London. With a stylish black brick exterior, the two-story multi-brand boutique is filled with clothes, leather goods, and a whole lot of home accessories to make your apartment shine.
Platform Place has stores in Dosan Park, Hannam-dong, Hongdae, Myeong-dong, and COEX of Seoul, but what sets this shop apart from other chains is that each store carries a different selection of brands. If you’re into modern and simple home/living products, head to the Hannam store. If you like foreign design books, visit Hongdae. And if you are more of a high quality fashion person, go to the Dosan shop.
Founded by Korean designer Han Tae-min, who studied fashion in Florence, you may wonder why this multi-brand shop is called "San Francisco Market." In fact, on a surface level, the shop may seem like a plain but straightforward American causal menswear brand, but looking closer at the materials, you'll discover an intricate weave of classic Italian design infused with an American spirit. San Francisco Market stocks brands from around the world united by common themes of lasting quality and obsessive attention to design. So if you are an attentive dresser who values clean lines and craftsmanship, this store is a classic favorite.
It took seven years for one of Korea's biggest fashion houses to build and open fashion multi-brand store MUE. Established by Handsome, the head office is in Cheongdam, and its three branches are located all throughout the city. Select premium brands include Alexander McQueen and Kris Van Assche by Dior Homme's head designer, amounting to an average of 40 men's and women's collections in total. High ceilings, modern interiors, and brand-specific storefronts and installations are all reasons to get off the web and actually look at the clothes you are considering buying in this vast and glorious space.
FLOW is one of the oldest first-generation multi-brand shops in Seoul. Built from a refined selection of contemporary and established designers, FLOW first started as a small shop in Garosugil, then launched its casual line “byflow,” adding its second official branch in Cheongdam soon after. Altogether, the shop carries over 50 apparel brands with a wide range of prices, so don’t hesitate to pop into FLOW, even without a well-tailored wish list.