The Asian Streetwear You Are Sleeping On

Kaz: 

Despite how popular South Korea has become in recent years with K-pop, K-beauty, K-fashion, skincare, etc., it is still fairly unexplored to most people. There is a lot of curiosity around what life is actually like here, as well as what sort of opportunities exist for creatives.

Seoul has been an extremely inspiring city for me ever since I first visited, and a huge part of that is thanks to the people I have met and the creative community here. Over the years, I have immersed myself heavily in the music scene, more specifically the club scene, to the point that it has inspired me to become a DJ myself.

Although it is pretty much a given that music and fashion people tend to overlap and find themselves in the same spaces, I have really seen just how much the two influence each other since I started going out more. This will be important later, so keep that in mind.

K-fashion is an interesting topic because, although it is common knowledge that Korea and Japan have strong fashion scenes and are not necessarily overlooked, Asian brands in general still do not dominate the Western market. They remain very much “if you know, you know”. That said, this kind of exclusivity exists within the fashion community everywhere. #gatekeep

Japan and Korea are somewhat past this stage now, as they are considered “trendy”. However, there is still a level of stigma around countries like China, Vietnam and Thailand, often associated with “cheap-quality clothing”.

I started to notice this through conversations with people. As soon as I mention that part of my outfit is from a Chinese brand, there is an immediate shift in perception. People tend to associate it straight away with platforms like AliExpress or Temu.

Of course, Asia is the go-to region for many brands when it comes to affordable manufacturing, but that does not automatically mean poor quality, nor does it take away from the overall look of an outfit.

To challenge these assumptions, here is a small list of my current favourite Asian streetwear brands that I am watching take over the fashion scene.

Thug Club, South Korea

A slightly controversial choice, but one worth highlighting, as it is one of the Korean streetwear brands that has successfully broken into the West, particularly within the American rap scene.

They have built a strong, almost cult-like following in Seoul, largely influenced by music culture. Their “SMD” boxers, for example, have become a staple within Korea's fashion and hip-hop scenes. Whenever I wear mine outside of Korea, I am reminded how provocative they can seem to others.Given their collaborations with major brands like Adidas and Diesel, they fully deserve the recognition they have received.

Feng System, Vietnam

I have followed this brand for a long time, and recently they have really started to grow, even styling artists like BLACKPINK and aespa.

Feng has a very distinct futuristic, cybercore aesthetic in both its designs and marketing, with unique takes on armwear and legwear in particular, which I think are still far too rare in fashion.

They have already gained a fair amount of recognition in the West, but I can definitely see them continuing to grow.

Sculptor, South Korea

Sculptor is a great example of the Korean preppy, office-siren style of fashion. They also have a few quirkier and more risqué pieces, which is why it is a store I always find myself going back to whenever I am in the area.

I am always excited to see what collections and collaborations they come out with because they just get it. I am also slightly obsessed with their website at the moment, especially their 2016 resurgence-inspired collection.

Maison de COZY, Vietnam

Another brand I have had my eye on for ages, now really taking off across Asia, and it is only a matter of time before it gains wider global recognition. 

What was once a streetwear brand has now taken a strong conceptual turn, and I am excited to see where this new, slightly vampiric direction leads.

So, referring back to the way music and fashion influence each other, as a long-time and passionate admirer of both, I am incredibly excited to begin working on my own project. Not just a brand, but a community that brings the two together in a way I have always felt was missing.

If you are looking for something new to watch within the emerging creative scene, I invite you to follow my work here in Korea as a designer and DJ, ready to push the idea of creative direction further.

Instagram and YouTube: @kazrolinaa