I went there for a pair of pants and somehow ended up buying a few other things too.

82notes #0004. (P)





안녕 (Hi)







I usually buy a few new clothes whenever the seasons change. And when I do, I almost always end up in Hannam-dong. It’s a neighborhood in Yongsan, right next to Itaewon, and one of the best places to go shopping in Seoul. You’ll find all kinds of brand showrooms here—from well-known Korean labels to international brands. That’s also why it’s always full of travelers. Brands like Rockfish Weatherwear, emis, and Mardi Mercredi are all within walking distance, so chances are you’ve already heard of at least one of them.

But when I’m in Hannam-dong, I usually skip the places everyone already knows. Instead, I end up visiting some of my own favorite brands. So in this note, I thought I’d share a few of them. (Can’t give away all my favorites… otherwise you might never come back for the next one.) 😂 Since this was right before my summer vacation, most of the brands lean toward casual, easy-to-wear pieces. I’ll save the other categories for another note. (Maybe after a luxury shopping trip… someday.)

AMOMENTO + PLUS

AMOMENTO PLUS is the second line from AMOMENTO. AMOMENTO has been steadily building a following both in Korea and overseas, and this time they introduced a brand with a different direction. At first glance, you could call AMOMENTO PLUS a sportswear brand. But I don’t think that tells the whole story. It’s closer to an athleisure label that blurs the line between activewear and everyday clothing. The pieces are functional, but they aren’t designed only for performance. Most of them felt just as natural to wear in everyday life as they would during a workout.

This is their newly opened showroom. It’s spacious, and the light blue floor makes the whole space feel bright. I thought it matched the brand really well. (It kind of felt like a gym… in a good way.) As you walk in, a narrow hallway leads you into the main space, where mirrors, ballet barres, and yoga mats set the tone for the brand’s active identity. The fitting rooms were spacious and private, and the staff were really friendly. It made trying things on feel surprisingly comfortable.

I tried on a few pieces that felt true to what AMOMENTO+ is all about. Clothes that work just as naturally in everyday life as they do for movement. They weren’t made from just basic cotton fabrics either.

Mesh panels and other details you’d normally expect to see in activewear were worked into the designs in a really subtle way. Trying them on made me understand what AMOMENTO+ is really trying to do. The color-blocked pieces especially caught my eye. They felt a little more like everyday clothes than the rest. I was ready to buy the three-quarter sleeve raglan tee the moment I tried it on… …but it was sold out. (Seriously, when’s the restock? 😭) I ended up picking up something else instead. (I’ll show you in the next post. Sorry… just building a little suspense.) Funny enough, writing this post has made me like the brand even more. I’ll share more about it next time. (Definitely for you guys… and maybe a little for me too. 🙂)

amomento plus Official Website ↗

amomento plus Instagram ↗

HERITAGE FLOSS

I’ve been wearing HERITAGE FLOSS since my early twenties. It’s a brand I’ve always had a soft spot for. HERITAGE FLOSS creates modern takes on vintage sportswear and classic American casual, with a real focus on quality fabrics and yarns—just like the name suggests. The brand also has a few different lines. All Cotton Service focuses on fabric, Sport Casual reinterprets vintage sportswear for everyday wear, and Alfred leans further into a vintage aesthetic. (It kind of reminds me of KAMIYA.) One of the things I love most is the craftsmanship. The fabrics, the stitching, and all the little details make me want to slow down and really appreciate each piece. (They’re also expensive… so I kind of have to appreciate them. 😂) This time, All Cotton Service released a collection that felt a little different from previous seasons. I liked the lookbook enough that I had to stop by and see it in person.

This season, All Cotton Service felt a little different from what they’d done before. Previous collections mostly focused on fabric, with simple silhouettes and the logo acting as the main detail. This time, they kept the same beautiful fabrics but introduced more variety in both fit and shape. Everything stayed within just two colors—brown and white. I actually loved that. (It never felt like they were trying too hard.) Instead of relying on logos, they let the clothes speak for themselves. And honestly… they’re just my kind of clothes. I like pieces that look effortless, but aren’t actually easy to pull off. That’s exactly how this season’s All Cotton Service collection felt to me. If that sounds like your kind of style too, at least take a look at the lookbook. (I’m definitely doing a full post on All Cotton Service someday.)

heritagefloss Official Website ↗

heritagefloss Instagram ↗

LLEGE

LLEGE is the second line from the well-known Korean brand RECTO. (The RECTO showroom is only about a three-minute walk from here, by the way.) While RECTO is known for its clean, minimal aesthetic, RIZI takes a more playful approach. The pieces feel more casual, more active, and a little easier to wear every day. The price point is a bit friendlier too. I already had a pair of shorts saved for this summer… so this was my first stop.

Here’s what the LLEGE showroom looks like. Compared to RECTO, the space feels more playful, more street-inspired, and a little more experimental. From the Amanta sofa to the styling and display objects, there was plenty to look around. Everything felt so cohesive that I found myself paying attention to even the smallest details. I wonder if it’ll look completely different next season. (Guess I’ll have to come back and find out.)

Before I came, I already had two pieces in mind. But once I got here… I ended up spending way more time deciding than I expected. I think LLEGE is one of those brands that looks even better in person. The colors, the textures, and all the little details don’t fully come across online. (It looks like I was choosing between two pieces… but it was actually closer to eight.) Even one pair of pants had so much going on—from the drawstring details to the vintage wash. Looking around was almost as fun as trying everything on. (Making the decision wasn’t quite as fun though.) You’ll see what I ended up buying in the next episode. (Come back for just one more post. 🥹)

LLEGE Official Website ↗

LLEGE Instagram ↗

3,2,1 Partez

Since it was summer, I thought I’d pick up a few accessories. Of course… I couldn’t leave empty-handed. (Window shopping has never really been my thing.) Partez is a jewelry brand that handcrafts its pieces using 925 sterling silver. Instead of bold statement pieces, most of the collection felt timeless and easy to wear. They’re the kind of pieces that work just as well on their own as they do layered together. There were so many designs that matched my taste, I ended up staying longer than I planned. (Maybe it’s a good thing we only have ten fingers…? Or maybe your wallet and your fingers are somehow connected.) 😂 If you’re looking for jewelry that makes a quiet statement, I’d definitely recommend stopping by.

3,2,1 Partez Official Website ↗

3,2,1 Partez Instagram ↗

These are some of the brands I always end up visiting whenever I’m in Hannam-dong. Every brand I shared today is part of Korea’s contemporary fashion scene. There are so many great Korean brands out there, and I always find myself drawn to the ones that feel genuine. I hope I get to introduce more of them along the way. I’ll show you what I ended up buying in the next episode.




See you in the next episode. 👋




안녕 (BYE) !