IISE's signature products are loosely fitted and oh-so-light. Taking inspiration from Korean traditional attire, hanbok, IISE uses traditional Korean design techniques with naturally dyed Korean fabrics (such as guangmok cotton) to create a unique combination of modern and traditional aesthetics. The matte finish of its clothing line looks natural, comfy and unique at the same time.
IISE which directly translates to second generation is created by two Korean American brothers. East and West, tradition and modern. This combination of "stranger things" is rather captivating than strange, and the brand's studio/showroom located in Pyeongchang-dong really ties this wonderful combination together. The showroom filled with architectural elements of traditional Korean housing (hanok) imbued with the brand's design philosophy: a mix of contemporary street style and traditionally more reserved Korean sentiment and a mix of past and present. At the core of IISE's brand identity is a connection of the past, present and future—like the old Korean saying: "Find a guide into tomorrow by taking lessons from the past."