Well, we’re not saying that select stores are always better than department stores. But if you’re looking for something unique, the Shinsegae Department store is probably not the best destination. 10 Corco Como, Åland and Beaker are always a safe bet, but the fashion gurus flock elsewhere. One of them is P.B.A.B (Please Bring A Bottle), perched in the alleys of Nonhyeon-dong. Former retail merchandiser at Koon and Platform Place for ten years, the CEO opened his own store almost two years ago.
Upon setting foot in in the store, you might notice that a lot of the brands are pretty obscure. But fret not, the CEO’s decade of experience practically guarantees the quality of his products. He lives by his standard of “getting something interesting and fun out there” as opposed to selecting items that’ll become instant sell-outs. For instance, the pajamas from “Sleepy Jones” were hanging on the racks long before Gong Hyo-jin made them popular on her TV show last year. I purchased a sweater here from Le Mont Saint-Michel, a France-based clothing brand known for its quality knitwear. Le Mont Saint-Michel, one of the brands that can only be found at P.B.A.B, tries to recreate the sentiment found in old documents or photographs in its clothing line.