Retail
Boon the Shop, Cheongdam
Located by Cheongdam Fashion Street, Boon the Shop has a considered edit of pieces by high-fashion brands from South Korea and overseas. Pieces by global favourites, such as Tom Ford and Chloé, are showcased alongside Asian trendsetters, including Harajuku-born Undercover and Korean designer Bonbom. The organic brutalist flagship was redesigned by American architect Peter Marino, blending concrete with marble, stainless steel and white oak.
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Metro Politician, Hapjeong
You’ll find this menswear boutique in a narrow alleyway in Hapjeong, one of Seoul’s trendiest neighbourhoods. Reminiscent of a whisky bar, with muted white walls and brown leather couches, Metro Politician offers casualwear by Gajiroc, Kerouac shirts from Arthur and streetwear courtesy of Old Joe Brand. You should also check out its selection of “must have closet basics”, which features Lady White Co T-shirts and Orslow 105 jeans.
Amomento, Jongno
This minimalist womenswear shop deals in understated, structural silhouettes, from raglan tops and voluptuous skirts to hourglass mini dresses. Many items feature pleats and come in either black or white. Amomento also focuses on in-house textile development and has partners in Japan and Europe that produce sustainable fabrics such as organic cotton and wool.
Kappy Design, Mapo
Kappy Design runs on a “3 less” philosophy: sizeless, genderless, timeless. The result is relaxed clothing with one-size silhouettes – you will find baggy shirts, sweaters, jackets, bottoms and block-colour baseball caps. It’s all casual and unpretentious, blending contemporary workwear with outdoor influences.
Gentle Monster, Hongdae
Known for its avant garde sunglasses and frames, this luxury eyewear label has taken the industry by storm. The Gisele 01 – a cat-eye shape with a geometric frame in black acetate – is suitable for everyday use, and the Veggie collection is eccentric and imaginative. Its flagship in Hongdae, like many of the brand’s locations, functions like an experimental art gallery, featuring large-scale installations, sculptures and media art.
Nonfiction, Hannamdong
Despite its depth and breadth, Korea’s cosmetics industry is not known for its perfumes. “I have so much respect for K-beauty but I don’t want to be defined by it,” says Cha Haeyoung, the CEO of perfumes and skincare brand Nonfiction. Her label seeks to push boundaries, working with French masters such as Maurice Roucel to create subtle signature fragrances. Bestsellers include the woody Santal Cream and the sweet, vanilla-scented Gentle Night.
San Francisco Market, Gangnam
One of the oldest multibrand menswear shops in South Korea, the founders of San Francisco Market launched the shop in 2005 as a way to pay homage to the California city, which they believe is the birthplace of casualwear. You’ll find an eclectic mix of pieces, from refined sweaters by Settefili Cashmere and Jacob Cohen jeans to Portuguese Flannel shirts and Tagliatore suits.
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Ilsangyeoback, Jongno
A celebration of Korean craftsmanship, lifestyle boutique Ilsangyeoback sells plates, tea sets, fabrics and various other items for the home. The unique collection of pared-back designs champions young and established artisans around the country, such as glass master Lee Woo-chul and ceramicist Choi Ayoung. Its name translates to “blank space in daily life” reflecting its philosophy of slowing down and appreciating simplicity.
The Hyundai Seoul, Yeouido
Widely seen as one of South Korea’s most beautiful department stores, The Hyundai Seoul was designed as a “future retail space”. The institution emphasises space and light, with white walls and large walkways, while trees and other greenery provide a touch of nature. Shopping is a given but it’s worth spending some time appreciating the venue’s architecture and design.
