The K-fashion designer brand RE RHEE has opened a new flagship store, '1933 RE RHEE,' in Myeongdong, the fashion hub of Seoul, South Korea, on the 27th. Entering the Myeongdong commercial district, the brand accelerates its journey towards global market expansion.

1933 RE RHEE: A Space Where Tradition and Modernity Coexist

The '1933 RE RHEE' store is housed in a remodeled building originally constructed in 1933. The space features a unique design that blends traditional Korean hanok and Western architectural styles, preserving traces of an era marked by gradual changes.

During the grand opening event on the 28th, CEO Junebok Rhee of RE RHEE stated, "The 1933 RE RHEE building, constructed in 1933, embodies the coexistence of traditional hanok and Western architecture, reflecting traces of a transitional period. RE RHEE strives to preserve the old appearance of Myeongdong, which was the center of modern fashion from the 1950s to the 1970s and the birthplace of modern urban culture, while pursuing the unchanging essence of fashion."

The name 'RE RHEE' combines the designer's surname 'RHEE' with the prefix 'RE,' symbolizing 'finding oneself again.' The brand aims to deliver refined beauty, offering practical yet elegant fashion that women of all generations can wear for a long time. It aspires to become a brand remembered for saving time when choosing outfits during busy mornings.

Myeongdong Flagship Store: Harmony of Tradition and Modernity

The new flagship store in Myeongdong spans two floors: the basement level, named 'Hujeong' (Back Garden), the first floor, named 'Sarangmadang' (Courtyard of Love), and the second floor, named 'Anmadang' (Inner Courtyard). The store's layout emphasizes the charm of traditional Korean architecture while also showcasing RE RHEE's signature collections, including new seasonal apparel and accessories, allowing visitors to experience the brand firsthand.

The building retains its original brick structure, complemented by modern glass elements, visually representing the coexistence of tradition and modernity. The store's design is highly praised for preserving Myeongdong's historical essence while incorporating modern fashion elements. (30-1 Myeongdong-gil, Jung-gu, Seoul)

Choi Jungmook, Vice President of the Myeongdong Merchants' Association, said in a phone interview, "The entry of a globally renowned K-fashion brand like RE RHEE into Myeongdong will greatly contribute to revitalizing the local commercial area. Considering the consistent increase in foreign tourists visiting Myeongdong, I expect it to solidify its position as a global fashion brand hub."

According to the tax refund industry, Myeongdong recorded sales of 70.5 billion KRW in January and February, followed by Hongdae with 31.7 billion KRW, Seongsu with 19.3 billion KRW, and Hannam/Itaewon with 7.8 billion KRW. Fashion categories, which typically have higher price points, dominated the sales, accounting for more than half of the total revenue.

Global K-Fashion Platform FASFAS Entry: Double Celebration Online and Offline

In addition to the Myeongdong flagship store opening, RE RHEE has joined the global K-fashion and beauty platform FASFAS, enhancing connections with international consumers. Building on the creative designs and unique brand stories that gained attention during Seoul Fashion Week and Paris Fashion Week, RE RHEE is solidifying its presence in the global market.

CEO Junebok Rhee commented, "To ensure that K-fashion becomes more beloved by global consumers, we aim to strengthen RE RHEE's brand identity and expand through collaborations with diverse global platforms. By entering FASFAS, we will be able to communicate more closely with overseas customers."

Hyunjung Joo, Director of RE RHEE, added, "The Myeongdong flagship store reflects our commitment to preserving the essence of fashion while embracing modernity. We hope visitors will feel the unique blend of tradition and innovation."

Stepping Stone for Global Growth

The opening of the new Myeongdong flagship store marks a significant milestone for RE RHEE as it steps forward from the heart of Korean fashion to the global stage. The store is expected to enhance the brand's presence as a leading K-fashion label while contributing to the revitalization of Myeongdong's commercial district.

Going forward, RE RHEE plans to maintain its focus on brand identity, presenting refined and innovative designs to establish a solid position in the global fashion market.