Idea of K-Style Lab emerged from EJ Kim, a woman who cherishes Korean fashion. She served as editor for various international fashion magazines that featured renown fashion brands of the world, but her heart always leaned towards Korean fashion. It is not because of her patriotism, but she has a deep belief in creative energy of designers that inspires Korean fashion.
These designers cultivated fashion in Korea, where it was a barren land, and moved on to Paris, New York, London and Milan to stage their collections. And through Korean wave K-Fashion has become synonym to ‘trendiest’ and “leading edge” in Asian fashion scene. This is certainly a remarkable phenomenon. In spite of all the sensation of “K-Fashion”, she was disturbed by the fact that it was not easy to come across Korean “designer brands” in the markets like China, Hong Kong, and Singapore, where she spent last 10 years. This has led to her life-time project to create an omni-channel platform that offers premium Korean fashion and tell the stories of the designer behind it.
EJ is joined by her partner who is a retail specialist who spent past twenty years opening new retail stores around Asia, to open their first pop-up store in Asian fashion mecca, Hong Kong. They have faiths in the competitiveness of Korean fashion of the 21st Century. No fashion style has more value than a fashion with unique inspirations and freshness with strong impressions; Korean fashion is comprised of such qualities.