R.SHEMISTE

How did you get into fashion? And how did you start in the business? Jiyeun Won: “I’ve always dreamt of being a fashion designer since I was young. My parents managed a sewing factory.” Jooho Lee: “I didn’t major in fashion, but I had an interest in arts such as music, fine arts and photography. We started our fashion brand as a way to harmonise what we both liked. A small retail shop in Hong Kong happened to visit our website and our business started thanks to their buying.” What was the turning point in your career? Jiyeun Won and Jooho Lee: “Showing our first collection at Tokyo Fashion Week. We only slept two hours per day while we were making our clothes! After the show, we both decided we should do fashion for life.” What were the main challenges you faced at the beginning? “We were both students with no real experience, so it was very difficult for us to start the business.” Are you inspired by Korean culture? “We love the traditional impression of Korea. We get a lot of inspiration from old Korean houses and the traditional dress called the hanbok. We also produce in Korea.”

How would you describe the style of your brand? “We can call it androgynous womenswear. It’s not about pretty and fancy clothes, but about fabulous ones.” What is the most useful piece of advice you’ve received? “Don’t lose your original intention.”

SHOPS: Antonioli (Milan - Italy), I.T (Hong Kong - China)