Head to Hannam for Korea's hottest homegrown labels

Many know Hannam-dong as one of Seoul's wealthiest neighborhoods, a hilly pocket of Yongsan-gu lined with embassies and diplomatic residences.

Designer flagships, art spaces and boutiques share the same slope, drawing the fashion-conscious to explore its alleys and enjoy one of the capital's quieter shopping experiences.

The elbow room is what matters for travelers weighing Hannam against Seongsu-dong. Seongsu now absorbs a large portion of Seoul's shopping tourism and pop-ups, and weekends there leave little room to move. Hannam offers a similar concentration of homegrown labels at a slower pace.

The closest subway stop is Hangangjin Station on Line No. 6, but you might prefer getting off one stop earlier at Itaewon Station. Because the main Hannam strip runs up a steep hill, Exit 3 offers a less intense gradient as you follow Itaewon-ro, stopping in at shops along the way.

Open YY

First up is Open YY, a womenswear label founded by sisters Kim Ji-young and Kim Bo-young. The Hannam flagship carries the latest collections and an in-store cafe serves specialty coffee and soft drinks. The label leans experimental, with borderless designs and unusual silhouettes, and has built its following among younger shoppers who dress for individuality rather than polish. Blackpink's Jennie wore the brand's tight high ballet boots in Paris when she was visiting for Chanel's show last October, and the style sold out. The store also stocks bikinis, shoes and bags, and summer stock is currently discounted. Shoppers who prefer clean, minimal lines might want to skip this one.

SunburnProject

Next is SunburnProject, a street label built on bold color and original graphic work. The brand describes its clothes as capturing the mood of a long day in the sun, aimed at people with a defined sense of taste, and the result lands somewhere between effortless and refined.

This season brings a collaboration with Paul Frank, in which the American brand's mascot Julius is redrawn sun-tanned and printed with deliberate cracking, as if the graphic had faded on a shirt worn for some time. The label's best-known accessory is the M.O.S Bag, which actor Han So-hee carried in burgundy. It converts between shoulder and tote, and comes in black, metal, pink and sky blue.

Glowny

Further down is Glowny, arguably the neighborhood's hottest label at the moment. Sisters Choi Jane and Choi Ji-ho launched the womenswear brand in 2020 and now count close to 400,000 Instagram followers, with clothes worn by K-pop stars including Ive's An Yujin. The pair were named to Forbes' 30 Under 30 Asia retail and e-commerce list last year.

The roughly 660-square-meter Hannam flagship was the brand's first, followed by another one at Apgujeong. Glowny is best known for denim, particularly its low-rise jeans, and the classic line, which draws regulars back the most. The basic T-shirts hold their shape through repeated washing and cut a slim line, which makes ordinary tees hard to go back to. Shoppers can currently find the Twinkle mini skirt that aespa wore in the "Kiss N Tell" music video.

Avie Muah

Avie Muah, the label run by Kang Min-kyung of the duo Davichi, opened its Hannam store in June. Kang's off-duty style has long been a reference point for Korean women, and the brand trades on that, with prices on the higher side and a steady following regardless.

Pieces Kang wears on her YouTube channel tend to sell out almost immediately after release, so the most popular items are hard to catch. The store itself is roomy and neatly merchandised, and the clothes skew grown-up rather than kitsch, cut for the office as easily as for a night out. The fall collection landed Wednesday, so the autumn lineup is on the floor now. The other draw is the phone knob, a phone grip finished more like a piece of silver jewelry than a standard accessory. It is expensive for what it is, which makes it better as a gift than a self-purchase.

TooMuchTax

TooMuchTax builds its clothes around a contrast of textures that hug the body and streetwear with a polished edge. Lace and silk dominate the racks, and anyone chasing this year's lingerie-core look should start here.

The store is worth the stop on its own. Designed around a hotel lounge concept, it holds vintage and modern moods together and displays pieces individually, like exhibits, rather than packing the rails. Swimwear is the through line. The founder started the brand in 2023 after failing to find the bikinis she wanted from domestic labels and made them herself, and the response online built the business. The waffle set-up and the bikinis remain the signature items. Jennie wore the brand's Western Archive scarf at Coachella this year, pairing a red-taped white T-shirt with the scarf in matching red. The label has said it plans to test the US market with a pop-up next year, with a permanent store targeted for 2028.

Pottery

For menswear, Pottery is the neighborhood's business-casual anchor. Ceramics are shaped, fired, glazed and fired again, and retain traces from handling without becoming something else. The brand wants its clothes to work the same way.

The stated goal is a uniform for modern working life, clothing fit for work and personal life at once. Fabric is chosen for seasonality and durability, and pieces are adjusted and observed over time before being released. The store occupies an entire building and includes a spacious lounge with wide sofas, which makes it a comfortable place to wait out someone else's shopping. A small collection of womenswear is stocked alongside the men's lines. It suits shoppers who prioritize durability over decoration.

Beaker

Visiting flagships one by one takes time and a fair amount of walking. For everything in a single stop, Beaker is the neighborhood's select shop, curating renowned global and Korean brands and refreshing its lineup each season.

Fashion is only part of it. The living section carries Tekla towels, lamps from Ilkwang Lighting (ILKW), and tableware, and includes a pet corner with bowls, toys and leashes.

Hince

K-beauty gets its turn at Hince, whose pink storefront is hard to miss. Inside is the label's full range, weighted toward color cosmetics rather than skincare, which makes it a useful stop for visitors curious about the understated Korean approach to makeup.

Hince built its name on dewy lip and base products, and recently extended that finish with the True Dimension Radiance Balm, which leaves a natural sheen when tapped lightly along the cheekbones. The store is currently running an event that lets shoppers customize their own eyeshadow palette, which makes for a unique souvenir.

A sweet detour

Shopping burns through energy. 123 Gelato is the gelateria singer Jeon Somi has said she visits when she is in the neighborhood, a recommendation she picked up from staff at her agency, The Black Label. Everything is built to order, from the cone up through the gelato to the toppings. Flavors rotate roughly every two months. Among the standing bestsellers, the Madagascar vanilla is the safe choice, clean-tasting but deeply concentrated.

Go-go-ssing: Explore Korea is The Korea Herald's guide to lesser-known destinations, local stories and distinctive travel experiences. -- Ed.