The Best Select Shops in Seoul for Brand Discovery
Curated by Hypemaps Team
Select shops are a bit of a "gateway drug" when it comes to discovering new brands. But in a good way. Select shops – retailers who carry a curation of brands within their store – allow visitors to explore new labels who share a similar aesthetic or vibe with the brands they already know. Think of it as a "you might also like" store for whatever style you're into. With Seoul's quickly emerging trends and hyper-popular influencer marketing techniques, select shops are literal gold for anyone hungry for the next big brand. Popular shops have also taken this opportunity to market their own brand within the select shop walls, thus creating a perfect ecosystem of familiarity, brand loyalty, and synchronicity with the fashion-centric. Check out our favorite select shops all across Seoul.
Located in the upscale Dosan area, ECRU presents a carefully chosen selection of global brands. The store's curation often features contemporary labels that blend classic and modern aesthetics. With a sophisticated and minimalist interior, the store provides a serene shopping experience that allows the clothing and accessories to take center stage.
WORKSOUT's Mapo branch is a multi-level space situated within the RYSE Hotel and dedicated to streetwear and influential global brands. The store showcases a wide range of apparel and accessories from iconic names like Carhartt WIP and Vans, reflecting a deep understanding of street culture. The store's design is modern and industrial, spread across three floors to create an immersive retail environment.
3.
Addicted
As one of the first independent multi-brand stores in Korea, Addicted Seoul has been a significant player in the nation's fashion scene since 2003. Located in the Apgujeong Rodeo District, the store is committed to discovering and supporting emerging designers from around the world. The store offers a diverse brand selection that has established it as an influential destination for trendsetters.
4.
EMPTY
EMPTY – operated by Musinsa – in Seongsu is a space designed to introduce emerging domestic and international designer brands. The store's philosophy is centered on the concept of being "empty" to allow for the continuous introduction of new and experimental works. The interior features a modular and minimalist design, with the fourth floor's black minimal boxes creating a striking, art-like installation.
8DIVISION focuses on the natural harmony between art, fashion, and independent brands. The store introduces a new wave to the domestic fashion market by discovering and branding a mix of domestic and foreign designers. Catering to an independent lifestyle, 8DIVISION offers a unique selection for those who are not confined to conventional trends.
6.
SAMPLAS
SAMPLAS stands apart in its approach to discovery – the shop mainly carries emerging brands across various genres, valuing the experience of trying on new names and purchasing clothing in a thoughtfully curated space. If you're feeling adventurous and want to pick up something none of your friends have yet, SAMPLAS should be your first stop.
SOMEONE LIFE is interestingly found in the historic Jongno district and offers a curated selection of apparel and lifestyle goods. The store provides a unique shopping experience away from the bustling crowds across Seoul – a welcome departure while taking in Korean traditional culture. With a focus on both domestic and international brands, it caters to a discerning clientele seeking quality and timeless style.
8.
OPENER
OPENER operates as a creative lifestyle group that aims to pioneer new ways of living. The store's concept revolves around collaboration, bringing together different brands, artists, and customers in a shared space. By displaying a mix of brands with distinct aesthetics and artists' works, the retailer creates a dynamic and ever-evolving shopping environment.
SLOW STEADY CLUB in Seongsu presents a thoughtful collection of clothing and accessories with an emphasis on quality and enduring design. The store carries a range of international and Korean brands, including Nanamica, Auralee, and Blankof. The space reflects a commitment to a "slow and steady" fashion philosophy, valuing craftsmanship over fleeting trends.
10.
Beaker
BEAKER's Hannam flagship store is a hub for both contemporary Korean and international fashion. The retailer is known for its curated mix of minimalist and modern labels, with the first floor dedicated to domestic designers and the basement level showcasing a selection of global brands. The elegant and minimalist interior design provides a sophisticated backdrop for its diverse range of clothing, accessories, and lifestyle products.