E comma E (by mademoiselle hee)

Shopping, Womenswear
E comma E

Simplicity with sparing, but witty, details

Perpendicular to the main Itaewon road is a small alley full of boutiques dedicated to independent fashion of all stripes and sizes. At the very end of this alley sits E comma E, which stands out for its simplicity—inside, it’s all bare white walls, simple white racks of clothing, clean lines and solid colors.

Designer E Eun Hee, who studied fashion locally, worked for IMseonoc before branching out on her own, developing her line based on Asian lines and forms and durable, lasting fabrics. The clothing here is the sort you could wear for years—the forms are classic enough to keep, but have just enough witty touches (a strap here, an asymmetrical line there) that you won’t bore of them. Blouses and dresses generally sell for 100,000 won, coats from 300–500,000 won.


Venue name: E comma E (by mademoiselle hee)
Address: 대사관로5길 11
Opening hours: Mon–Sat 11am–7pm
Transport: Itaewon Station (line 6), exit 3
Static map showing venue location
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