Seoul: The Newest Streetwear Capital of the World?

“Seoul is the best place in the world to shop for clothes!” My cousin’s claim seemed like just another example of Korean hyper-patriotism. After having studied in London and toured Europe, I was convinced that Seoul couldn’t hold a candle to fashion capitals like London, Paris, or NYC, especially in the cutting edge world of streetwear. However, my recent visit to the South Korean capital completely overturned my assumptions.

Within days of arriving, I found myself slipping away from my family tourist excursions in favor of shopping at the fashion-forward districts of Apgujeong, Hongdae, and Hannam (sorry mom!). The more I explored the city’s vibrant streetwear scene, the more I began to admit that my cousin may have been onto something. Seoul wasn’t just keeping pace with the world’s fashion capitals—it was carving out a league of its own.

The origin of streetwear in the early 2000’s was a blend of wearing clothes that made you look swaggy and comfortable – typically drawing on elements of skateboarding and hip-hop culture. While this “definition” still holds some truth today, streetwear has evolved into much more than a pair of baggy jeans, a fitted cap and a graphic tee. Streetwear has intertwined itself into so many different industries – fashion, sports, and even business – pinning down a single definition would be near impossible.

Similar to many other popular Korean culture exports, Korean streetwear is not reinventing the wheel or creating anything groundbreaking – it just takes current clothing/fashion trends to the next level. Think wider than wide pants, longer than long jorts, and outerwear that makes you look fresh off a set of Blade Runner 2049. And while the actual clothing has helped Korean streetwear to achieve a quick rise in popularity, the combination of visual aesthetics, customer service, and amenities in the shopping experience is what sets Seoul apart from the rest.

Nearly every store I visited during my trip felt like visiting an art exhibit. Articles of clothing are strategically arranged throughout the store, interspersed through contemporary art pieces and mini exhibits for an immersive shopping experience. Attentive staff are posted in every section to help answer any questions or grab any sizes you need. Some stores even feature small cafes, offering sweet treats in exchange for the inevitable blows to your bank account.

Below is a list of five stores that really impressed me during my trip to Seoul. Next time you visit, make some time to explore these stores and get a glimpse of the streetwear scene that is shaping the newest fashion capital of the world: Seoul!

ADERERROR

Easily recognizable by their signature blue boxy logo, ADERERROR is the most popular Korean streetwear brand on this list. It’s common to see pieces by the brand repped by famous Korean celebrities. They have multiple stores spread throughout Seoul (yes, I visited multiple locations). While the initial look of each store appears to be different, the layout of the stores are all the same. Each store has a dedicated section for bolder and more expensive pieces – things you would see on fashion runways or shows. If that’s not your style or within your financial means (like me), there is also a section that contains more standard articles of clothing for a much better price!

thisisneverthat®

Using a similar formula to popular western streetwear stores like Palace and Supreme, thisisneverthat® offers a wide selection of trendy clothing for a decent price. They are constantly putting forth collaborations with other popping brands/bands/people to keep their collections fresh and exciting. They have plenty of stores spread across Korea, even one on Jeju Island that we stopped by while visiting!

SAN SAN GEAR

As I mentioned earlier, streetwear encapsulates so much more today than it did in the past. SAN SAN GEAR is a prime example of this, bringing forth highly functional outerwear that doubles as a fashionable piece to wear on a night out. While the clothes may not speak on your hiking/camping/running abilities, at least you will look good wearing SAN SAN GEAR.

Polyteru

While not as popular as the other brands on this list, Polyteru appears to have a small cult-like following. I would recommend visiting the physical store in Hannam, as their clothes sell out instantly online. The brand definitely gives off a more youthful vibe. The physical store is run by kids who seem to be around their early twenties and their clothes lean on the baggier side. However don’t let that intimidate you, there is something for everybody! I picked up a long sleeve button down from the Hannam store that is now one of my favorite shirts to wear to the office!

Cafe NivelCrack

Cafe NivelCrack is a cafe operated by NIVELCRACK – a creative studio that focuses on producing products that intersect the fashion and football (soccer) industries. Football culture is integrating more and more with the streetwear industry, with vintage jerseys and Adidas Sambas being staples of the typical streetwear wardrobe. The cafe boasts an insane lineup of vintage jerseys stocked from the popular Classic Football Shirts Store. NIVELCRACK also has their own products for sale – which includes a pretty cool array of collaborations with other brands, design studios, and even professional football clubs!

Shopping Tip: When buying any clothing (or anything that is taxed) make sure to ask for a task refund when you pay. The stores will give you a tax-refund receipt that you can submit at the airport to get a refund on any taxes you paid during your trip! Store them all in one place so you don’t misplace or lose them – any money back is more money you can spend on clothes the next time you visit!

Note: Also wanted to give a special shoutout to my younger brother, who unlike me, did his research and asked some of his friends from Korea where to shop, contributing to some of the stores being on this list. Thanks Ben!