YCH officially opened its first Seoul store, YCH HANNAM, on October 14 in Hannam-dong. The space offers visitors a direct encounter with the brand's collections and aesthetic sensibility offline. The opening event drew actress Go Hyun Jung, IVE's Liz, Japanese actress Ayaka Miyoshi, and Lee Hyunyi, among other guests. An editor from PAP also conducted a brief interview with Miyoshi on site.
YCH is a contemporary brand led by Korean designer Yoo Chang Hyun. It pursues refined silhouettes, natural color palettes, and functional design in equal measure. Previously available mainly online and through select multi-brand stores, the brand has now launched its first standalone retail space. The Hannam-dong location directly reflects the brand's target audience and design ethos. Inside, the store displays everything from the current season's collection to signature archive pieces.
Toward the back of the store hung a brown suede shoulder bag, a white pleated shirt, and a black tweed knit, all signature YCH looks. The walls, finished in a burgundy tone, created a warm yet composed atmosphere. Miyoshi appeared in a black tweed knit layered under a brown fur-collar jacket. She remarked that YCH's garments "feel comfortable when worn, yet the style never collapses."
YCH HANNAM is more than a retail space. The brand plans to host small exhibitions and talk events here on a regular basis. The intent is to turn the store into a hub for sharing the brand's philosophy and creative process, not just a place to buy clothes. Hannam-dong itself already functions as a crossroads of culture and lifestyle, so YCH's move reads as a natural extension. What kind of experience do you think a brand's offline space should deliver?
YCH is a contemporary brand led by Korean designer Yoo Chang Hyun. It pursues refined silhouettes, natural color palettes, and functional design in equal measure. Previously available mainly online and through select multi-brand stores, the brand has now launched its first standalone retail space. The Hannam-dong location directly reflects the brand's target audience and design ethos. Inside, the store displays everything from the current season's collection to signature archive pieces.
Toward the back of the store hung a brown suede shoulder bag, a white pleated shirt, and a black tweed knit, all signature YCH looks. The walls, finished in a burgundy tone, created a warm yet composed atmosphere. Miyoshi appeared in a black tweed knit layered under a brown fur-collar jacket. She remarked that YCH's garments "feel comfortable when worn, yet the style never collapses."
YCH HANNAM is more than a retail space. The brand plans to host small exhibitions and talk events here on a regular basis. The intent is to turn the store into a hub for sharing the brand's philosophy and creative process, not just a place to buy clothes. Hannam-dong itself already functions as a crossroads of culture and lifestyle, so YCH's move reads as a natural extension. What kind of experience do you think a brand's offline space should deliver?
FAQ
When did the YCH Hannam store open?
YCH HANNAM opened on October 14, 2024, in Hannam-dong, Seoul. It is the brand's first standalone store, and the opening event was attended by actress Ko Hyun-jung, IVE's Liz, and Japanese actress Ayaka Miyoshi.
What kind of brand is YCH?
YCH is a contemporary fashion brand led by Korean designer Yoo Chang Hyun. It is characterized by refined silhouettes, natural colors, and functionality, and has opened its first offline store in Hannam-dong.
What events are planned at the YCH Hannam store?
YCH HANNAM plans to regularly host small exhibitions and talk events. Beyond a simple retail space, it aims to function as a cultural hub sharing the brand's philosophy and creative process.
