July 26, 2014 post

Launch of 'Leesle', a lifestyle hanbok brand! Hanbok as everyday wear

You guys know I've been trying something new lately.

It's the launch of a lifestyle hanbok brand!

Wait, aren't you the CEO of Sonjjan Design Hanbok?

You must be thinking that...! Yes, that's right.

I'm keeping Sonjjan as my main brand and creating a 'sub-brand' under it.

Sonjjan Design Hanbok is still there.

There's a new lifestyle hanbok brand underneath it.

The name of the lifestyle hanbok brand is 'Leesle'.

I put a lot of thought into the name!

And the name I finally settled on was 'Leesle'.

It's a name taken from my own name, Hwang Iseul.

It's a brand that embodies my thoughts and dreams, so I used my own name.

There's no better way to represent the meaning of a brand than using the designer's name.

Leesle also means 'fatal' in English.

It will show the fatal beauty of hanbok.

To be precise, Leesle is not a lifestyle hanbok brand.

It's a fashion brand.

However, I will refer to it as a lifestyle hanbok for easier understanding by the general public.

It's hanbok that you wear in your daily life, so it's a lifestyle hanbok, right?

DNA from Hanbok
Starting from the simple idea, 'Can't we wear hanbok as everyday wear?', 'Leesle'
dreams of Korean street fashion.
The DNA flowing through Leesle is hanbok. You don't have to think of hanbok as heavy and complicated. It's a piece of clothing you can wear freely with your walkers, jeans, and backpacks. Clothes that don't feel out of place in movie theaters, cafes, or on campus. Clothes that are delicious to wear. Clothes that communicate in the present day, not dead clothes tied to the past in the name of tradition. Leesle's clothes create 'fashion that the world relates to, not Korean traditional clothing'.

In short,

Making hanbok wearable in everyday life.

Making hanbok like jeans.

It doesn't have to be a skirt or a jacket just because it's hanbok.

It's more modern.

Making it a more accessible form of clothing. That's the goal.

Since it's still in its early stages,

While maintaining the form of hanbok,

I used materials suitable for daily life, such as cotton, hemp, linen, and polyester, to make them.

Gradually, I will create fashionable hanbok (a different meaning of hanbok!) with design variations.

Who wears hanbok!

You might think, 'It's so expensive, when will I ever wear it?!'

But... think about it.

There are so many occasions to wear it.

The moment you think of it as everyday wear or casual wear,

There are more places to wear it.

Many customers who have already purchased Leesle,

are sending in their daily look reviews and

stories of their trips to Japan wearing hanbok.

It's just heartwarming. (Everyone reading this, feel free to send in your review photos!! Send them in.)

In the comments,

Someone said they wanted to take hanbok with them on their upcoming honeymoon to take date snaps.

That's great!!!!

That's exactly why Leesle was born, and that's its purpose.

Leesle's clothing

won a special prize at the Jeollabuk-do Craft Exhibition,

showing its potential.

A design that young people would want to wear,

materials and patterns suitable for everyday life.

It was highly praised for its practicality.

Leesle aims for contemporaneity.

Modernizing tradition

by incorporating it into everyday life

to create real lifestyle hanbok.

Not the kind of lifestyle hanbok that looks like a work uniform, but real lifestyle hanbok that you want to wear and covet.

It's a cool brand that can make our young generation, who have turned their backs on hanbok, come back to hanbok.

The way to bring back a daughter-in-law who has left home is with grilled eel.

The way to bring back young people who have left hanbok is with Leesle!

Leesle's official website http://leesle.com

Basic purchase and Q&A functions are now set up.

The most important point was 'styling'.

There is a styling page on the Leesle website.

It's about wearing hanbok (traditional hanbok, lifestyle hanbok, modernized hanbok, everyday hanbok, fashion hanbok, etc.) and

uploading daily looks.

Right now, it's just my pictures, but it needs to be filled with your pictures.

Through daily looks,

we share fashion information and follow cool styles,

creating a street culture.

Hanbok information is very narrow and

bound by expert knowledge, so

consumers who want to buy hanbok have very few places to ask questions or get information.

Everyone buys custom-made clothes and

they have to go through the trouble of learning about sewing rooms, fabric shops... to avoid being ripped off.

It's a structure where it's difficult to make hanbok easily accessible to the public.

So!

By providing styling information,

sharing information about hanbok stores, etc.

through the natural look of wearing hanbok,

this page was created to improve the perception of hanbok wearing.

Upload lots of hanbok photos to the Leesle styling (daily look) corner.

One person will be selected each month to receive a gift.

Products have also been uploaded.

All currently released designs are up, but

embarrassingly, the model is me.

There was a lot of pressure about when the Leesle website would open, so

I had to use my own photos because I wanted to open quickly.

I will soon replace them with more high-quality model photos along with the lookbook photos.

Leesle's trademark registration is complete.

You'll get in trouble for copying or using similar trademarks!

Be careful!!!

Leesle's symbol is a stylization of the Korean character 'Leesle'.

In this generation where English names and English brands are overflowing, ㅎ

I insisted on using a Korean name to create a unique name +

I tortured the logo designer by sticking with a Korean symbol. Why?

To show that this brand's roots are in 'Republic of Korea'.

English words written on t-shirts or bags.

It doesn't seem strange, but

doesn't it feel weird and촌스럽다고(촌스럽다고 means 'outdated', 'unfashionable') when Korean characters are written?

To break that,

I used Korean characters symbolically.

Korean characters, hanbok, Korean culture are not outdated or old-fashioned stories, but

I'll show that they can be our unique color and individuality that no one else in the world can copy.

I don't want our country to become a country that imitates others, but

a country that gives happiness to ourselves and others,

a source and model of high and new culture.

What I want is a country with strong cultural power.

- Baekbeom Kim Gu -

** Leesle website leesle.com

** Contact us through KakaoTalk sonjjanghanbok