The lifestyle and fashion brand operator, Shinsegae International, is bringing the Japanese label Enfold to South Korea.
The brand’s first store is scheduled to open in six days and will be spread across a 35sq m space on the fourth level of Shinsegae Department Store in Gangnam.
“By bending the cylinder into various shapes, it can be used to represent people lying down, tilting their head, and standing still,” the company said. “It expresses the world view of Enfold that changes.”
Founded by Mizuki Ueda a decade ago, the name of the company means to embrace and the brand plays with the concept of offering comfortable and elegant style to hide the form of the body.
This new store launch is part of the company’s overall plan to grow its portfolio in international markets and comes following the successful range of pop-ups in locations such as US, London, Hong Kong and Paris in recent years.
