SOLID HOMME Is Breaking the Barrier of Korean Menswear

Korean designers are among the best in the world, and Woo Young Mi is breaking barriers beyond her territory. Known as the first female designer to enter menswear in Korea, Young Mi is a force to be reckoned with. She launched her label, SOLID HOMME, 34 years ago with a petite storefront in Seoul, South Korea, going on to establish her namesake label, Wooyoungmi. It’s SOLID HOMME, however, her first-born child, that is continuing to establish itself in Europe. When charging into the traditional and uninspiring menswear market in Korea, Young Mi saw a gap that needed to be filled. Young men were searching for eloquent uniforms with dashes of European panache – hunting for elevated casualwear that could be dressed up or down for any occasion. The designer’s modern design language has guided SOLID HOMME under the spotlight, becoming a mainstay on the Paris Fashion Week schedule with bold silhouettes that reinvent contemporary dressing codes. There is plenty more than meets the eye with SOLID HOMME. Young Mi evaluates everyday life with curiosity, examining the evolution of common uniforms with a refreshing outlook on transitional work and office wear. While never too vibrant or loud, SOLID HOMME makes subtle statements with an “if you know, you know” mentality. As the brand prepares for its next presentation at Paris Fashion Week Men’s, Hypebeast and Young Mi survey the brand’s evolution over the past 34 years, its leap into European markets, and its plans for the future. Hypebeast: How did SOLID HOMME first get started as a brand?Woo Young Mi: At 29, I had a bold yet reckless idea to break away from the tough and rigid men's fashion that dominated at the time and create softer, more touchable men's clothing. Looking back, it turns out that the year SOLID HOMME's first boutique opened was the same year Korea hosted the Olympics, a time when various forms of prosperity began to sprout, and fashion culture started to bloom. In a way, SOLID HOMME was destined to be born in an era when Korea was a developing country, evolving through the modern historical transition to become a developed nation. Today, it stands at the heart of Korea's menswear history and its current landscape.What's the journey been like so far? How have you changed as a brand since 1988?SOLID HOMME is a rare brand that has maintained its position as a market leader in Korea for nearly 35 years. Throughout its history, the brand has faced many challenging and arduous times, particularly the tyranny of large retail corporations and intense competition among them. What began 35 years ago as a new menswear brand for the fathers' generation has today become a favorite brand for their children.What values or ethos do you stand by as a brand?SOLID HOMME has always sought the perfect balance between the aesthetic and practical aspects of men's clothing. We believe that clothes must be wearable and functional as individual items. In this respect, the values of Bauhaus and SOLID HOMME are closely aligned. The attention to detail with your products is incredible. How long is the process in creating each item in your catalogue?The distinctiveness of our details lies in their aesthetic completeness and proper functionality. These details add a lubricating element to men's clothing, which can sometimes be dry. Having a team that has worked together for 10-15 years ensures that we understand well how to create each piece.I believe the role of fabric is the most crucial in menswear, so I pay great attention to the quality of the materials. The name "Solid" was inspired by the commonalities found in the fabrics collected when we first started making clothes.How have you developed the brand since moving more predominantly into Europe since 2016? What challenges have you faced since making the jump?We announced our European expansion in 2016 and decided to enter the Milan collection in Winter 2020. However, the global spread of COVID-19 soon after posed significant challenges in introducing the brand to the European market. Instead of in-person events, we had to replace them with virtual events and use indirect methods to convince global buyers. Despite these difficulties, we viewed this period as a temporary contraction, like a frog crouching before making a significant leap. SOLID HOMME was confident in its preparation, based on its long-standing strength in the Korean market. Simultaneously, we adopted an aggressive growth strategy in Europe, adjusting size specifications to target the market and making items more globally focused.Are you planning to open a London store soon?We are in ongoing discussions with many retailers in London and are actively preparing for a launch. We are working hard to introduce a collaborative collection this fall.Have you found a lot of differences between Korean consumers and European consumers?Korean consumers are trend-sensitive and quickly adopt and absorb new trends, while European consumers have a firm sense of their own taste and a high understanding of quality. In this respect, I see a high potential for European consumers to appreciate SOLID HOMME. We hope to establish SOLID HOMME on a worldwide scale as a beloved brand among stylish consumers in the world.Click here to view full gallery at Hypebeast