Hyundai Motor Group NAOH Uniform Production

[Notice] Making of Hyundai Motor Group NAOH Uniforms

The First Encounter, and the Beginning of a Global Design Journey

<b>Editor:</b> I'm curious about the background of how Leesle came to undertake this NAOH restaurant uniform project. How did you become involved in this project?

<b>Leesle Designer:</b> Actually, this project began with our first collaboration with the three-Michelin-starred restaurant 'Benu' in San Francisco in 2022. At that time, Chef Corey Lee personally commissioned uniforms for 'Benu'. Through that connection with Chef Corey Lee, it led to this NAOH project.

<b>Editor:</b> How did you feel when you received the proposal from the Benu team again?

<b>Leesle Designer:</b> I was grateful. There are very few designers who can handle global communication and have their own production line to produce a large number of corporate work uniforms. They said that they deeply empathized with our philosophy of reinterpreting Korean traditions in a modern way. They encouraged us, saying, "No matter how much you look, Leesle is the best at modernizing Korean traditions."

The Depth and Philosophy of Design

<b>Editor:</b> I think there must be a special meaning behind this NAOH restaurant uniform.

<b>Leesle Designer:</b> The most important thing was "restraint." The essence of Hanbok (Korean traditional clothing) lies not in its splendor but in its profound beauty. We removed all unnecessary decorations such as buttons and zippers, and cleverly concealed the internal structure. It's like Korean traditional aesthetics.

The Journey From Inside Out - NAOH

<b>Editor:</b> What design elements did you specifically consider?

<b>Leesle Designer:</b> Benu requested a gown-style uniform symbolizing a laboratory for their cuisine that resonates across Asia. So, we incorporated subtle Korean elements into a lab coat style. We chose a unique ash-grey color that harmonizes with wood, Hanji (Korean paper), and natural fabrics. The material itself is durable and breathable, remaining unchanged even after multiple washes.

<b>Editor:</b> What was the most important aspect you considered in making the uniforms?

<b>Leesle Designer:</b> Two things. <b>First</b>, the wearer's comfort. Since it's worn while serving, activity was important. We added a hidden elastic band and button at the waist for adjustability. It was a variable design. There was a special request to make all details and finishing invisible from the outside, which made finishing difficult. The simpler the design, the more attention to detail was needed. <b>Second</b>, brand identity. A uniform is not just clothing; it's a visual language representing the brand. We made sure it blended naturally with the overall aesthetic, materials, atmosphere, and philosophy of the 'NAOH' restaurant. The uniform shouldn't stand out on its own.

Uniform Production Process

Spreading Korean Culture on the Global Stage

<b>Editor:</b> Please introduce examples and types of cases where Korean-style work uniforms (Hanbok uniforms) have been applied.

<b>Leesle Designer:</b> Woongjin Rental (small appliance care specialists) uniforms, Jeju CS Hotel, and Yeosu Business Hotel use unique uniforms to build brand awareness among customers. People remember them because the uniforms are unique. Institutions dealing with culture and arts such as the Jeonju National Museum, Jeongdong Theater, Suwon Cultural Foundation, and Namsan Hanok Village use them to convey philosophy and identity. <b>Editor:</b> What has been the response after implementing Korean-style work uniforms (Hanbok uniforms)? <b>Leesle Designer:</b> Amazingly positive. For the recent 'Korean Business Conference' volunteer uniforms, we heard feedback like, "It's an annual event, but the volunteers' Hanbok made it particularly memorable." and "The wearers felt pride, and the attendees complimented how beautiful the clothing was." Inquiries for uniforms incorporating Korean identity are steadily increasing from restaurants and brands overseas.

Future Vision

<b>Editor:</b> What direction does Leesle want to take in the future?

<b>Leesle Designer:</b> I want to make Hanbok not just clothing for special occasions, but everyday fashion items. I want to showcase our design philosophy in various fields, including the food service industry, hotels, cultural facilities, and corporate events. We believe we are not just making clothes, but spreading culture. <b>Editor:</b> Any final words? <b>Leesle Designer:</b> A famous Korean restaurant brand has adopted our clothing as their uniforms. The brand's image changes dramatically when servers wear Hanbok versus an apron over a t-shirt. I believe Hanbok work uniforms are a key element in branding and marketing. If you want a differentiated uniform that embodies your brand's identity, let's start a new branding journey together with Leesle.

Collaboration Invitation Inquiries and Collaboration Proposals

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