- 한복의 진화 리슬 LEESLE
- Leesle - Designed by Tradition, Redefined by LEESLE
July 26, 2014 Post
Launching the 'Leesle' Everyday Hanbok Brand! Hanbok as Everyday Wear
I'm sure you, my neighbors, know that I've been trying something new lately.
It's the launch of an everyday Hanbok brand!
Wait, aren't you the Sonjjan Hanbok Design representative?
You might be thinking that... Yes, that's right.
While keeping Sonjjan as the main brand, I'm creating a 'sub-brand' under it.
Sonjjan Hanbok Design still exists.
And under that, there's a new everyday Hanbok brand.
The name of the everyday Hanbok brand is 'Leesle'.
I put a lot of thought into the name!
And the name I finally settled on is 'Leesle'.
It's derived from my name, Hwang Iseul.
This brand embodies my thoughts and dreams, so I used my name.
There's no better way to express the meaning of a brand than using the designer's name.
There's no better brand name that expresses its meaning well than using the designer's name.
Leesle also means 'fatal' in English.
I will showcase the fatally beautiful aspect of Hanbok.
To be precise, Leesle is not just an everyday Hanbok brand.
It's a fashion brand.
However, I will refer to it as everyday Hanbok to make it easier for the general public to understand.
Since it's Hanbok that you wear in everyday life, it's appropriate to call it everyday Hanbok, isn't it?
DNA from Hanbok
Leesle started with the simple question, 'Can't we wear Hanbok as everyday clothes?'
We dream of Korean street fashion.
The DNA that flows through Leesle is Hanbok. You don't have to think of Hanbok as something heavy and complicated. Clothes that can be freely worn with work boots, jeans, and backpacks. Clothes that don't look out of place in a movie theater, cafe, or on campus. Delicious-looking clothes. Clothes that communicate in the present, not dead clothes tied to the past in the name of tradition. Leesle's clothes create 'fashion that the world relates to, not just traditional Korean clothing'.
<Leesle's Purpose> In a nutshell,
To make Hanbok wearable in daily life.
To make Hanbok as casual as jeans.
Hanbok doesn't have to be just a skirt and jacket.
Making it more modern.
Making it accessible in the form of clothing. That is the goal.
Since we're in the early stages,
While maintaining the form of Hanbok,
We used materials suitable for daily life, such as cotton, linen, ramie, and polyester.
Gradually, we'll create fashionable Hanbok (a different kind of Hanbok!) with design variations.
Who would wear Hanbok?!
You might be thinking, 'Why buy something expensive that I'll never wear?!'
However... think about it.
There are many occasions to wear it.
The moment you think of it as everyday or casual wear,
There are many places to wear it.
Many of our customers who have already purchased Leesle have sent us
daily look reviews and
stories of traveling in Japan wearing Hanbok, etc.
I'm just so touched. (I welcome review photos from everyone reading this!! Please send them in)
In the comments,
someone mentioned wanting to take Hanbok with them on their upcoming honeymoon and take date snaps.
I love it!
That is the reason for Leesle's birth and its purpose.
Leesle's clothes
won a Special Prize at the Jeollabuk-do Craft Competition,
giving us a glimpse of its potential.
Designs suitable for young people,
materials and patterns suitable for everyday life.
Its practicality was highly valued.
Leesle aims for contemporaneity.
Modernizing tradition
and incorporating it into daily life
to create truly everyday Hanbok.
Not the work-uniform-like everyday Hanbok, but truly desirable everyday Hanbok.
To bring back
our young generation who have turned their backs on Hanbok.
A wonderful brand that can make our young generation come back to Hanbok.
What brings back a runaway daughter-in-law is the scent of grilled fish.
What brings back young people who have left Hanbok is Leesle!
Leesle's official website http://leesle.com
Currently, the site is set up for basic purchasing and Q&A.
The most emphasized part is the 'Coordination' section.
The Leesle website has a coordination page.
It features daily looks wearing Hanbok (traditional Hanbok, everyday Hanbok, modernized Hanbok, casual Hanbok, fashion Hanbok, etc.).
It's about posting daily looks.
Right now, it only has my photos, but it needs to be filled with your photos.
Through daily looks,
we share fashion information, follow great styles,
and create a street culture.
Information on Hanbok is very narrow and
bound by expert knowledge, so
consumers who want to buy Hanbok don't have many places to ask questions or get information.
Everyone buys custom-made Hanbok
and has to put in the effort to gain knowledge by visiting sewing shops, fabric stores...
It's a system where you have to go through all that to barely get a beautiful garment without being ripped off.
That's why it's difficult to popularize Hanbok easily.
So!
By providing coordination information,
and sharing information on where to purchase Hanbok and so on.
Through natural images of people wearing Hanbok,
I created this page to improve perceptions of Hanbok wearing.
Please upload many Hanbok photos to the Leesle Coordination (Daily Look) section.
One person will be selected each month to receive a gift.
Products have been uploaded.
All currently released designs have been uploaded,
but awkwardly, I'm the model.
Many people have been pressuring me about when the Leesle website will open,
so I had to use my own photos because I was trying to open it quickly.
I'll be replacing them with higher-quality model photos along with a lookbook soon.
We've also filed for trademark registration for Leesle.
Anyone who copies or uses a similar trademark will face consequences!
Beware!!!
The Leesle symbol is a stylized version of the Korean characters 'Leesle'.
In this era overflowing with English names and brands, haha,
I insisted on using a Korean name to create a unique proper noun + a Korean symbol.
I tormented the logo designer by insisting on a Korean symbol. Why?
To show that the roots of this brand are in 'Republic of Korea'.
English words on t-shirts and bags.
We don't find it strange,
but don't we feel that Korean characters look strange and old-fashioned when they're used?
I wanted to break that perception,
so I symbolically used Korean characters.
Korean characters, Hanbok, and Korean culture are not just old-fashioned and dusty stories of the past.
I will show that they can be our unique color and individuality that no one else in the world can copy.
I want our country to not become a nation that merely imitates others' things,
but a nation that gives happiness to itself and others,
and become the source and model of a high and new culture.
What I want is a country with the power of a strong culture.
-Baekbeom Kim Gu-
** Leesle Website leesle.com
** Inquiries: KakaoTalk ID sonjjanghanbok
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