Yi Eui-Deul, 'Hazy Race' Explores the Underbelly of New Cities

The fashion brand 'Yi Eui-Deul', presented by Concept and Consciousness Corporation (CEO Kwak Ju-hyun), offered a new perspective through their latest collection 'Hazy Race', reinterpreting the rapidly changing landscape and human experience within Korean new cities. This collection explores the fast and ambiguous changes of new cities under the theme of life in unfamiliar environments, providing a deep, multilayered meaning to the designs.

Director Sung Beom-Kyung revealed that he was inspired by his childhood experiences living in new cities to create the 'Hazy Race' collection. He said, "New cities are inherently unfamiliar to everyone, and the exploration of how these systematically created cities encompass the identity of a hometown, as well as the whirlwind of emotions and social side effects arising from this, are the creative sources of this collection."

The collection is composed of about 20 different garments including collar knits inspired by lake reflections, withered flower windbreakers, checkerboard pattern dresses with optical illusions, root-gathering embroidery shirts exploring the identity of new cities, pintuck pants reminiscent of new city architecture, and noise knits representing the mornings of new cities. Each design artistically expresses the reality and landscape of new cities, serving as a bridge connecting individual memories and communal experiences.

Before the release of the collection, Director Sung Beom-Kyung shared the production process through SNS, which received great response among fans. Moreover, the lookbook set against the backdrop of a dreamy lake reflection and apartment complexes immediately caught the attention of famous magazines abroad and is scheduled to be featured in various media including GMARO, DSCENE, and Solstice.

From March, in collaboration with overseas PR agencies, they have started global marketing focusing on London and Hollywood, and are seeking partnerships for international wholesale business. Through this strategic expansion, Yi Eui-Deul aims to strengthen its presence on the global stage, introducing their unique fashion philosophy and designs to various cultures and markets.

Yi Eui-Deul's new city collection holds meaning beyond just clothing, being recognized as a work that explores the complexities and beauty of contemporary urban life. Through this, Yi Eui-Deul is further solidifying its position as a brand that constantly seeks innovation in the fashion world.