How Korean fashion maverick Jiyong Kim designed his first store to adapt with the sun
The sun powers Jiyong Kim’s garments, so why shouldn’t it play a central role in his first flagship store too?
Since founding his slow fashion label in 2020, the menswear designer has garnered acclaim for his unique design process. Specifically, his sun-bleaching technique harnesses the forces of the sun, wind, rain and time to leave behind one-of-a-kind patterns and textures on his hand-crafted designs. With patience and care as his guiding force, the Bunka Fashion College and Central Saint Martins graduate went on to become a semifinalist of the prestigious LVMH Prize in 2024. His work has also been embraced by entertainment titans G-Dragon, J-Hope and Lauv.
On April 20, 2025, Kim celebrated another milestone: the opening of the first JiyongKim flagship store. Located in Seoul’s Hannam-dong district, the quaint two storey converted house continues his brand’s sustainable and nature-driven ethos. Notably, its calming pale beige exterior is complemented with an interior defined by natural wood, matte-silver toned metals and special design elements that speak to the ever-changing quality of nature.
Along with modular fixtures that allow the space to evolve with the brand’s future needs, its interior look-and-feel adapts with natural light. This means that a visit to the store is never one in the same. So much so, Kim suggests arriving before 6pm to get the full experience.
To celebrate the emerging brand’s first foray into physical retailing, Tatler sat down with Kim to discuss the dynamic power of design and how setting up shop challenged him as a designer.
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Korean fashion designer Jiyong Kim (Photo: Jiyongkim)
Congratulations on the opening of the first JiyongKim store. What does this milestone mean to you as an emerging fashion designer? Thank you! We’ve always believed that our work needs to be seen and felt up close. Each piece often takes over a month to create, especially those using the sun-bleaching technique, which requires exposure to sunlight, wind and the natural environment to form its unique tone. JiyongKim garments are not just clothing—they are a result of time, touch and care. These subtle nuances often get lost online. We’ve tried to express this [idea] through exhibitions and collaborations but over time, it became clear that we needed a space of our own. This store is not just for commerce, it’s an exhibition space where our creative intentions are reflected in everything from the furniture to the atmosphere. Creating a space where our philosophy and process can be felt as much as seen has been deeply meaningful.
What do you hope customers take away from the store experience? The store is tucked away on a quiet alley in what used to be a residential home. It’s peaceful and removed from the typical flow of commercial foot traffic. Rather than rushing through a shopping experience, we hope visitors feel free to sit, reflect, try things on and simply be in the space. Even without making a purchase, we want the atmosphere, textures and light to communicate how we see the world—through patience, detail and quiet observation.
Exterior of the first JiyongKim store in Hannam-dong, Seoul (Photo: JiyongKim)
What was the thought process behind the store design? Much like our garment design, the store came together through experimentation, sensitivity and time. We wanted the space to reflect our sun-bleaching technique, so it had to embrace impermanence and adaptation.
We designed the interiors to shift throughout the day: light pours in from the front, back and overhead windows to cast different moods depending on the hour. Modular furniture and reconfigurable displays allow the space to evolve with each collection. Our sun-bleaching technique is also integrated as a spatial element. There is a textile folding screen installed that gently filters sunlight through a sun-shaped motif. Suspended from the ceiling is a large canvas that also shifts its impressions with the daylight.
How does the store’s design reflect JiyongKim’s sustainable ethos?Our approach to sustainability is rooted in respect for materials, process and time. We selected untreated wood and hand-textured silver-toned metals for their visual beauty and ability to age naturally.
The modular furniture minimises waste by allowing us to avoid building new fixtures for each collection. Natural light plays a significant role in the store’s lighting design, reducing energy usage. We didn’t want sustainability to be an added concept—it had to be embedded in how the space functions and ages.
Did bringing the store to life come with any unexpected challenges?Many! The process was rewarding but intense. Every decision felt deeply personal from the structural plans to the smallest decorative elements. For example, we spent days and days searching for the right handmade ceramic pot to sit on a single shelf because it needed to reflect our values without saying a word.
Staying true to our intention while managing time, budget and practical limitations was a delicate balance. But, every challenge refined our vision. The final outcome reflects process not perfection and that’s something we’re proud of.
Natural sun light fills the JiyongKim store (Photo: JiyongKim)
Textile folding screen featuring JiyongKim's signature sun-bleached technique (Photo: JiyongKim)
The interiors of the JiyongKim store (Photo: JiyongKim)
The interiors of the JiyongKim store (Photo: JiyongKim)
The interiors of the JiyongKim store (Photo: JiyongKim)
The interiors of the JiyongKim store (Photo: JiyongKim)
The interiors of the JiyongKim store (Photo: JiyongKim)
In a world where online shopping is the norm, what benefits do you see physical retailing having for emerging fashion brands in Asia? For JiyongKim, the physical store is not just a place to sell—it’s a medium through which we express the essence of our brand. Especially for our sun-bleached pieces, the tactile and visual nuances cannot be fully conveyed through a screen. In Asia, where a physical presence is deeply valued, having a space allows us to offer an immersive and multi-sensory encounter. It’s an extension of our process so people can understand not just what we make but how and why.
How did setting up the store push you either personally or professionally?Opening this store was one of the most demanding and revealing processes I’ve experienced. There were countless decisions to make: choosing the location; planning the layout; designing the interior; balancing creativity with reality; and thinking about operations and revenue.
There were many moments where I had to compromise, but I had a deep desire to do it right. I spent a lot of time studying, asking questions and making sure every part of the space speaks to who we are. It was exhausting but it also taught me to be more resilient and honest about what truly matters.
What’s next for JiyongKim? Right now, we’re focused on growing into this store. We’re viewing it as a space that evolves with us by changing with new collections, ideas and seasons. A second store may come in the future, perhaps in places that are personally meaningful to me, but for now we are deepening what we’ve built here in Hannam-dong. We will move at our own pace, shaped by the same care and patience that defines our clothing designs.
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