Nerdy has achieved tens of billions of won in annual sales since 2017. It has attracted attention after being worn by celebrities such as IU, Zico, and Billie Eilish. Nerdy promotes a non-conformist lifestyle, as shown in its typically “overfit” designs. Light purple is a favorite color theme of the brand.
Covernat’s popularity among younger generations came mostly through word of mouth, with many praising their neat designs and attention to detail. Starting out as a menswear brand, they’ve recently expanded their product line to include womenswear as well.
Kirsh is a brand that’s all about cherries, from its unique logo to most of its product design choices. It’s famously become a TikTok “daily look” staple, which helps explain its huge popularity among women in their teens and 20s.
Thisisneverthat was launched in 2010. Instead of getting famous models and endorsers, they promote their brand with ultra-stylish imagery and music. It generates billions of won in sales without going through a large distribution network, and offline stores are also expanding around Seoul.
FCMM started as a sportswear brand and has become a street fashion brand. Known for their bright colors and clean designs, they have a huge presence in the Chinese and Japanese markets. Notably, they collaborated with K-pop boyband NCT Dream to promote some of their collections.
Sources: YouTube Channels (NERDY OFFICIAL, 커버낫 (Covernat), KIRSH OFFICIAL, thisisneverthat, FCMM OFFICIAL)