WWWM Is the New Wave of South Korean Streetwear

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Under the Radar is Highsnobiety’s weekly celebration of upcoming talent. Each week, we’re spotlighting a brand that’s bringing something new to the worlds of streetwear and fashion.

Over the past few years, South Korea has been in the spotlight for its game-changing cultural and commercial exports. Its beauty products have encouraged men and women alike to incorporate a 10-step skin care routine into their daily lives, its movies and TV dramas have become cult favorites among millennials, and all that’s even before we discuss the behemoth that is K-pop.

In fashion, pop sensations BTS are currently rocking tour outfits by Kim Jones’ Dior while several homegrown labels are challenging perceptions of South Korean conservatism through excitingly non-conformist designs.

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