In an era where K-Fashion is not just about cuteness, but a blend of rawness (Industrial), playfulness (Quirky), and luxurious minimalism (Quiet Luxury), here are 5 names you need to know now.
1. Matin Kim: “The New Cool” for Seoul’s Youth
If you ask which brand currently represents urban coolness, the answer is Matin Kim. This brand transforms industrial clothing into everyday fashion.
- Why it’s popular: Celebrities like NingNing (aespa) wear it frequently. Its unique features include the use of metal (Metal logo) and designs that look unfinished (Distressed look) but appear expensive.
- • Must-have items: Logo-printed T-shirts, Buckle Bag shoulder bags, and metal wallets.
2. Rest & Recreation (R&R): “Off-Duty Star” Style
This brand is very popular in 2026 for those who like the “just off the plane” look or “going to buy coffee in front of the house but still looking chic.”
- • Why it’s popular: The “RR” logo has become a symbol for the new generation. It focuses on easy-wear clothing like Varsity Jackets and perfectly cut Crop Tops.
- • Must-have items: Sleeveless shirts with the RR logo and stylish track pants.
3. Stand Oil: Bags that are more than just accessories
Although known for its bags, Stand Oil has expanded its influence to become an integral part of the complete K-Minimal outfit.
Why it’s popular: It’s a Vegan leather brand that makes people feel that carrying faux leather is cool (Status Flex). The designs are architectural yet soft to the touch.
• Must-have items: The Oblong Bag, which holds a lot but still looks minimal.
4. COVERNAT: The Streetwear King
A top 5 Korean brand.
- • Why it’s popular: It focuses on a “New Basic” style, taking basic clothing and making it look chic (like what Lisa Blackpink once wore). It’s the easiest brand to match on this list.
- • Must-have items: “C” logo baseball caps and vintage graphic T-shirts.
5. Mardi Mercredi: The Undying Power of “Flowers”
Although popular for a while, Mardi continues to maintain its status as a household brand in 2026.
- Why it’s popular: The Flower Mardi pattern has become an icon that instantly makes anyone wearing it look like a “Korean girl.” The brand is expanding into lighter fabrics more suitable for hot weather.
- • Must-have items: New color flower-patterned T-shirts and brand-printed socks.
Shopping Destinations in Korea (2026 Locations)
If you have the opportunity to visit Korea, the areas where you can find all these brands are:
1. Hannam-dong: A chic neighborhood with the most flagship stores of Korean designer brands.
2. Seongsu-dong: A hub for pop-up stores and artistic shops where top Korean youth gather.
Alternatively, you can order through our TTUFU service, which helps you purchase from Korean websites and delivers directly to Thailand. You can relax and receive your items at home (currently, delivery is only available in Thailand, but we are expanding delivery to other countries worldwide).
