The collection, titled “The Green Rush,” is an ode to the recent medical marijuana legalization that occurred recently in Seoul, as well as the impending recreational legalization in New York. The brand, which takes inspiration from its East and West influences, looked to the Gold Rush of 1849, as well as the Japanese colonial 근대화 (Geun-dae-hwa) period of Korea that began in 1910, showcasing the “tales of greed that lie behind a friendly façade of optimism.” The collection utilized Seoul-based illustrator Yeonbun, and Chicago-based graphic artist Moneymuizz to reference varying journal entries from immigrants during the Gold Rush era, as well as Go Sa-Hong’s poems and short stories about the Japanese colonial era of Korea.
Reworking traditional Korean silhouettes with a Western twist, the brand brings out the “Wild Wild East.” Notable garments in the collection include Western-styled Hanbok loungewear, denim pieces with flame embroidered detailing, printed shirts using the above artists’ work, tailored shirting, and varying outerwear pieces. Included in various pieces are vape pen and lighter sleeve pockets.
Take a look at the intriguingly styled lookbook above, and be on the lookout as the collection will drop via Sundae School’s web store and stockists later this year.
For more fashion news, check out Minotaur’s Spring/Summer 2019 lookbook.
Join Our Discussions on Discord
The HYPEBEAST Discord Server is a community where conversations on cultural topics can be taken further.