OSOI

In 2016, Heejin Kang established Osoi, a fashion label that reflects her personality and style. The Seoul-based brand aims to modernize and reinterpret women's fashion essentials in an affordable and accessible way. The brand name, Osoi, is a Japanese term that means "slow, unhurried," reflecting the brand's values and the sense of freedom that its pieces evoke. Osoi encourages freedom from trends and life's demands, with the strength to go against others' views. The brand focuses on creating classics for the modern era, rather than aiming for decadence.

Osoi's iconic bag is the Toni Mini, which has the 90s feel with its round, moon-like shape, soft and supple leather, and metallic hardware. This small sculptural bag is a must-have for any fashion-forward fan, with the simple and industrial design that allows it to cross different styles, from urban to chic to rock 'n' roll. The bag has become increasingly popular, with new shapes, colors, and materials, including the recent Hobo design, which is even softer and more versatile. The bag's success is due in part to its cute appearance and super-practical adjustable strap.

Other minimalist and comforting bags from Osoi include the Mini Brot and Pecan Brot, which can be worn cross-body or on the shoulder for a streamlined feel. The Circle bag is even more original, with handles that form a circle, giving it a feminine touch without falling into the cliché of a lady's handbag. Osoi's sophisticated modernity has allowed the brand to expand beyond its borders and build a community of followers in Europe.

Founded: 2016
Headquarters: Seoul, Korea
Website: https://osoi.co.kr/index.html

Instagram: instagram.com/osoi_official/?hl=en (156K followers)