Welcome back to Wimpy! I’ve been spending a lot of time in Seoul over the past few months to dig into some of the brands out there. South Korean fashion plays second fiddle to Japan, but there’s a new generation names of like Post Archive Faction, Amomento and Jiyong Kim coming up, and the capital is full of diehard fashion fans.
After being spoiled by Tokyo, I didn’t expect to be impressed by Seoul’s shopping scene, but it blew me away. The stores were often larger and more stimulating, the vintage prices were more reasonable, and the staff were friendly. Over three trips in the past six months, I diligently did the rounds of all the stores I’d heard about from friends and contacts who were familiar with Seoul, and found places that curated the best menswear, interesting vintage, or atmospheres you couldn’t reach in other places.
Below is the result: a guide to 12 stores worth visiting in Seoul, including South Korea’s most obsessive vintage Prada collector, one of the best independent menswear stores in Asia, and an avant-garde tearoom that served me a chocolate shoe. Plus, a google maps link with over 20 recommendations across the city. Even if you’re not planning to be in Seoul anytime soon, the guide intends to serve as a gateway to brilliant brands.
Wimpy shopping guides are compiled from on-the-ground research and local recommendations. To read this one and receive access to future guides as well as the archive, upgrade to a paid subscription.
Coming soon: Where to shop for clothes in Kyoto
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