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서울: EDIT is a self-initiated concept exploring how The Thirteen Club could connect with Seoul's fashion scene through the city's vintage markets, independent labels, and emerging streetwear culture. Inspired by Seoul's unique mix of old and new, the idea envisions a curated selection and storytelling-driven campaign introducing Korean fashion to the brand’s existing audience while creating a bridge between Canadian and Korean fashion cultures.
Famous for affordable secondhand vintage pieces, accessories, and unexpected findings.
Vintage denim and graphic tees, retro sportswear, accessories and one-of-a-kind pieces.
Major fashion district known for wholesale, retail, and garment production.
Trend-driven pieces, samples, and potential wholesale sourcing
Youth-oriented fashion district known for independent fashion labels, streetwear and emerging trends.
Trendier pieces, emerging Korean streetwear brands and collectible vintage items
Living in Seoul, I've become fascinated by how Korea reimagines its traditions through contemporary culture. Beyond the global image shaped by K-pop and mainstream K-fashion, there is a much more unexplored side of Korea: vintage markets, emerging labels, local subcultures, and underground creative scenes that deserve greater international attention. I believe this more personal, lived-in side of Korean culture could offer a fresh point of connection with Western audiences.
With The Thirteen Club's roots in thrift and vintage fashion, I saw an opportunity to introduce this perspective to its existing audience. 서울: EDIT explores the connection between Seoul and Québec's independent fashion scenes, sharing the people, places, and creative expressions that make Korean fashion more than just a trend.