Introducing: WOOYOUNGMI | A Distinctive Twist On Menswear Staples

In recent years, Korean culture has infiltrated Western culture, whether it be in the rise of K-pop, new beauty innovations to the Squid Games crashing Netflix. This is no less true in fashion, where Korean streetwear has become increasingly prevalent and the country’s influence has even given birth to its own sub-culture, K-Fashion. 

The new season WOOYOUNGMI has become a favourite at Coggles for its streetwear aesthetic and an international player on the menswear scene. Today, the brand is recognised as one of menswear’s most exciting labels, offering a clean, distinctive twist on menswear staples and excelling especially in contemporary tailoring. 

Wooyoungmi SS22


Launched in Paris in 2002, WOOYOUNGMI today creates two prêt-à-porter collections each year, presenting as part of the Paris Men’s Fashion Week schedule. The brand’s founder, known as Madame Woo, was the first designer of ready-to-wear menswear in her homeland of South Korea and achieved early success with Solid Homme. A vision to create innovative, fashion-driven clothing with an international focus saw Madame Woo start up her eponymous WOOYOUNGMI label which has since emerged as a pioneer in an increasingly dynamic and diverse menswear industry.

wooyoungmi SS22


Since its launch, WOOYOUNGMI has garnered attention for its fine attention to detail, architectural cuts and sharp, skilled tailoring. Despite the evolution of the brand’s collections, these three core elements underpin the WOOYOUNGMI identity. A member of the prestigious Chambre Syndicale de la Mode Masculine, WOOYOUNGMI is an established name on the official menswear schedule with flagship stores in Paris and Seoul. The brand has been family-run from day one, in 2014 Madame Woo’s daughter, Katie Chung, became the brand’s Creative Director and ushered WOOYOUNGMI into a new phase of relaxed luxury. Since her appointment, the brand has retained its core aesthetic of luxurious fabrics and effortless tailoring, while also adding new romantic, disruptive and beautifully distorted approaches to the collections. Each season sees innovation in fabrication, with a reinterpretation of the codes of luxury. Artistic embroideries, modern prints, and traditional processed mixed with modern technology have become marks of the brand. 

WOOYOUNGMI SS22 collection calls for light in the evolving aftermath of hard times. Providing a modern, urban, and genderless look, in neutral colours, the collection is full of structured form and Parisian style. Set in a warped train station, the collection’s narrative draws inspiration from the Julian Barnes’ book ‘The Man in the Red Coat’. Toying with escapism, exploration and style, Madame Woo captures the storyline and reinterprets it through refined, tonal tailoring and pearl accessorising.



Sarah Atkinson

Sarah Atkinson

Writer and expert