WELCOME TO OUR STORE
Low Classic: one step closer to world fame
In recent years, almost every Vogue from the US to Australia has written about the Korean brand Low Classic, and the brand's items have been sold in online giants like Net-a-Porter and SSENSE for several seasons. Despite this, there is not much information about the brand outside the Asian Internet space. Fans compare it complimentaryly to Céline during the time of Phoebe Philo: the point is that the brand manages to create naturally elegant, simple, but not ordinary models. If we were asked to choose one brand that, in our opinion, will become famous all over the world from day to day, the Korean Low Classic would be one of the first to come to mind. Why exactly it is? We will tell you in the material below .
Every year, the label “made in Asia” is steadily losing its association with cheapness or poor quality. Designers are increasingly opening the curtain and sharing true Asian style, rather than fakes made specifically for foreign customers. The story of the creation of Low Classic is consonant with the story of the RIXO brand, which we wrote about in the previous article - it is also the work of friends who studied together as fashion designers at university. Only in the case of Low Classic, after graduation, three friends - Myongsin Lee, Hwang Hin-Chi and Park Jin-Sung - went to work for different companies, and a few years later reunited to release their first collection for the SS 2010 season.
Despite its more than ten-year history, the world heard about Low Classic not so long ago: for most of its existence, the brand focused exclusively on the domestic market of South Korea, not delivering things outside the country. During this time, it not only occupied its niche, but also acquired a cult status in Seoul street fashion. The brand's clothes seem to convey the spirit of the city - unconventionality in conventionality, simplicity, flawlessly complemented by unusual details. In 2016, Low Classic clothes were purchased by the American retailer Totokaelo, after which the brand quickly gained popularity in the USA, and then in Europe.
“Classic is what you’re comfortable in,” says the brand’s designer, Myongsin Lee.
In its collections, the brand emphasizes that classics can also be everyday items that you can wear for more than one season. They are easy to combine with each other, and the minimalist style adapts to your mood like a chameleon with just a few accents. The SS21 collection embodies the image of a modern hippie girl, ready to fight for her individuality and the environment.
The beige-pastel color palette and basic items "with an asterisk" really carry the freedom-loving spirit of the 60s: soft fabrics, multifunctional robe dresses, classic trousers with a comfortable elastic waistband and men's shoulder jackets made of summer wool. The styles are calibrated to the millimeter: fitted items create a perfect silhouette, and oversized models do not hide the advantages of the figure, on the contrary, they emphasize them.
Low Classic is about freedom of movement and thought.
The brand always pays special attention to accessories in its collections - shoes and bags of unusual shapes. This season, our favorite is the 'big lucky bag' in black and sky blue. The name is really not accidental - inspired by the aesthetics of Feng Shui, this bag brings good luck to its owner.
The main word in the fashion world right now is sustainability . Less is more, and quality always wins over quantity. Low Classic supports this approach not in words, but in deeds, creating things, including from recycled materials: the brand produces tops and cycling jerseys from recycled bottles, which you will also find in the SS21 collection.
Attention to detail is also evident in the design of the brand's blog. Low Classic's Instagram, which has over 180,000 followers, conveys the brand's unspoken motto - "nothing superfluous." Close-up photos of accessories and lookbooks, or rather, lowbooks , as the creators call them, organically mix with photos of clients against the backdrop of the monochrome concrete exterior of the streets of Seoul.
If Scandinavian minimalism was born as a direct reflection of the calmness of culture, then Asian minimalism is based on an escape from the chaos and noise of the big city. In times when we so crave peace, sometimes it is worth resetting our wardrobe to silent mode. A stylish whisper? Perhaps so.
Returning to the title of this material, we can safely say that Low Classic is not only winning the hearts of street fashionistas, but also approaching global recognition at the highest level. And although the Haute Couture Federation in Paris still does not favor Korean brands, their importance in the fashion market today is difficult to underestimate.
A fresh European take on the classic cut of suits, characteristic Asian motifs and strict lines that are perfectly assimilated into the European lifestyle, the use of recycled materials and support for responsible consumption - all these are confident steps that will ensure the Low Classic brand's fame in every corner of the Earth. Take a new look at classic clothing - the SS21 collection is already on our website.