Everyone’s jumping on the Korean streetwear trend lately. But will it last?

polyteru sold at rinostore — Cult brand Polyteru has completely sold out. But not integrity, just in stock.

While fashion insiders mourn streetwear’s death in the West, a new market is emerging in the Far East. "Similar to many other popular Korean culture exports, Korean streetwear is not reinventing the wheel or creating anything groundbreaking – it just takes current clothing/fashion trends to the next level." Wrote San Francisco-based tech consultant Noah Chung in an article for Best of Korea. "And while the actual clothing has helped Korean streetwear to achieve a quick rise in popularity, the combination of visual aesthetics, customer service, and amenities in the shopping experience is what sets Seoul apart from the rest." Chung added that the stores he visited weren't your average; the spaces were like art exhibits, with the staff there to meet you at almost every corner. It's no wonder Palace founder Lev Tanju opened a flagship store in Seoul.

Sure, the appeal of this new wave of streetwear is creating a buzz—that's understandable. Streetwear has been dull, so it's plausible that consumers—and fashion insiders—are thirsting for a refreshing take on what has now become a predictable offering. However, if you're looking for wearable staples, look elsewhere. Korean streetwear is extra, literally. Some brands have absurd names, such as Thug Club (inspired by 50 Cent?) and GRAFFITIONMIND (let's go do some tagging! But not in South Korea). The silhouettes are about three to four times larger than average. They remind us of when our parents grasped at our oversized jeans in the nineties; maybe they'd praise our bold sense of style if we wore Ader Error now?

We won't be jumping on the trend here, but we'll watch closely from the sidelines to see how it plays out. Though we might pull up in some Ader Error, that brand’s kinda ill, still.

Shout out to Best of Korea for the lead.

Ciao Edie!