W Concept Introduces 5 Emerging Brands to Its Summer Stockist

Featuring thisisneverthat, Stereo Vinyls, Studio Concrete, DOZOH, and Ordinary People.

Presented by W Concept
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Seoul-based online purveyor W Concept has added five new brands to its roster as part of its summer release, while promoting these emerging designers as part of the retailer’s concept for cultivating young talent — all of which are primarily Korean designers. With a passion for culture, travel, art and fashion, W Concept carefully curates and takes aim to recognize these fresh and independent brands and artists, gathering culture and fashion trends since 2006.

“W Concept carries an inventory of over 1,000 brands and 50,000 products, and continue to scout new designers to introduce and promote globally,” says PR Manager Yoona Park, and today we’re spotlighting thisisneverthat, Stereo Vinyls, Studio Concrete, DOZOH, and Ordinary People into the foray. Yoona adds:

As the division between streetwear and luxury fashion is blurring, so are its consumers. These five brands hold more streetstyle tones, in relevance to today’s current fashion trends. From the runways of Seoul Fashion Week, to celebrity exposed brands like YCH, worn by Rihanna, our roster is packed with more staple luxury designers, as well as young independent designers with fresh concepts.

While W Concept carries brands dedicated to streetwear staples with eclectic pieces and intricate details, the summer rollout promises Korea’s fresh take on streetwear fused with luxurious aesthetic. See below for the five emerging brands:


Based in Korea, the trio of Cho Nadan, Park Inwook and Choi Jonkyu launched thisisneverthat in 2010. Garnering a cult following, the imprint has developed an design palette that is referential of ’90s silhouettes, tones and patterning. This is sustained in this highlighted collection, which features a range of tees, track pants, trousers, shorts, jackets and hoodies. Graphical elements harking to the label’s namesake is printed subtly and exaggeratedly.

Stereo Vinyls

Founded in 2013 by London-based creative director Jae Huh and Seoul-based creative planner Kihwan Kim, Stereo Vinyls has incorporated streetwear sensibilities with hip-hop elements that resonates with K-Pop stars. Equipped to “Be Gorgeous, Be Classic, Be Reasonable,” the brand exudes minimal silhouettes with fun and vibrant patterns and caricatures. From Converse to NASA, the Korean streetwear label has collaborated with many brands including Jean Jullien since inception. This summer the casual unisex brand teams up with Peanuts and Jean Jullien for the main collection, transforming notable sportswear staples, playing up proportions with polo shirts and voluminous track pants. Previous collaborations include cult favorite cartoon characters from Pink Panther and Sanrio.

Studio Concrete

Starting out as a creative collective in 2014 by Yoo Ah-In, Cha Hae Young, Kim Jae Hoon and Kwon Chul Hwa, the group started Studio Concrete to push the boundaries of Seoul’s conservative art industry by “building a healthy support system for the future generations of creatives.” Branching out into the fashion world, while still holding space for their individualistic art endeavors, the pieces designed aim to deviate from trends and encapsulate their experiences and emotions. This can be noticed throughout its collections, as the latest iteration of the “1TO10 series” allows wearers to express their emotional state through everyday foods.


Helmed by Dongwook Jo Cho, his DOZOH imprint takes an avant-garde approach to design. Including an offering that ranges from casual to sportswear to tailored options — and everything in between — Cho deconstructs fashion norms to create silhouettes with asymmetrical sews and eccentric embellishments in a myriad of fabric choices. In it’s foray onto W Concept, Cho’s spotlighted capsule plays with a color palette that is mostly black and white alongside splashes of red, orange and blue. Tee silhouettes are exaggerated with a few strapped embellishments, button-ups’ structures are dissected, pants and shorts are relaxed and fitted while the typical blazer form is reimagined through his fashion lens.

Ordinary People

Birthing his Ordinary People label in 2014, Jang Hyeong-cheol wanted to develop an imprint that would give “attention to the uniqueness of ordinary people.” For the presented capsule, he works with a color arrangement consisting of blues, greens, yellows, red and white. The range, including trousers, shorts, collared shirts and tee, are an artful update on staple pieces. Silhouettes are given relaxed tailoring, while subtle details exaggerate the garments with flowy extensions and double collaring alongside graphical embellishment alluding to the label’s name.

Browse through the lookbooks above and head over to W Concept for more on its current offerings.

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W Concept

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