“In the age of evolving fast fashion and endless cycles of trends, my goal is to bring timeless collectables instead of disposables into personal archives.”
Words by Sara Delgado. Portrait by Luca Tombolini.
If, at 18, you had told Lee Hyemee that, at some point, she would be establishing her own fashion brand with a homage to her father, she probably would not have believed you. Despite being interested in art from a young age, thanks to her mother's influence, when it came time to pick a viable career, Hyemee, like many top students, opted for the most sensible choice and enrolled in university as an engineering major. However, during her first summer break, something shifted inside of her, and despite having ‘excellent science grades,’ she decided to make a 180 and switch her major to fashion design.
Hyemee juggled her studies with a job she landed at a fashion company shortly after changing her major — all unbeknown to one of the most influential people in her life: her father. "My father didn't support my decision to pursue fashion. So I had to keep it a secret until I invited him to my graduation exhibition." The secrecy paid off, and instead of an earful, she got the highest form of praise she could have asked for. "He was moved to tears by the finale, and it was a moment when I felt immensely proud of myself for working hard in what I truly loved. Since then, I have worked non-stop for 13 years before finally launching my own brand."
In 2014, Hyemee brought her vision to life with the establishment of EENK. The brand's name is a wordplay on the word ‘ink,’ stylized with the two 'Es’ from the romanization of Hyemee’s surname. "Growing up around my father's print shop, I developed a deep appreciation for ink as a medium for visualizing messages and images," Hyemee shares. "It was during this time that my love for visual materials such as letters, fonts, and images began to take shape."
Ten years later, Hyemee is still fascinated by the power of visual storytelling, which makes EENK more than just a brand. It is the founder’s manifestation of creativity, passion, and the relentless pursuit of artistic excellence and perfection, proudly paraded by people on the streets.
In Hyemee's mind, an EENK wearer is, "someone who confidently values themselves, prioritizes their perception over external validation, enjoys creating their unique style, and is fearless." Drawing inspiration from personal experiences and sensory stimuli, EENK's designs blend modern silhouettes with timeless elegance. Hyemee defines EENK’S vision with three adjectives: "unconventional, elegant, modern." She also highlights "the characteristic of a mannish silhouette with feminine materials, delicate details, and practicality," as the brand's trademarks. "The phone case with the metal handle and the jacket with colour contrast details are signature designs representing the brand identity," she adds.
Despite having standout designs and shared core elements, each EENK collection is meticulously crafted to tell its own story, with letters of the alphabet serving as the guiding threads in what Hyemee calls The Letter Project. The brand's most recent Spring Summer 2024 collection is titled ‘Y for Yesterday.’ Hyemee explains that this collection "reinterprets the classic [signifiers] of femininity with powerful modernism. In the past, decorative elements [symbolizing] limited and soft femininity [have been] reborn into modern femininity through bold tailoring." EENK delved into its own archives to inform the collection, imbuing each piece with a sense of internal romantic nostalgia. "In EENK's new interpretation, ‘Y for Yesterday,’ the past becomes the future, and yesterday becomes today.”
The practicality aspect is enhanced through multi-button configurations that enable tailored jackets and coats to be worn in myriad ways. Additionally, shirts and dresses feature multiple hem layers that can be tied to create various styles.
"The fashion scene in Korea is dynamic, fast-paced, and driven by a desire for change. While practicality is highly valued, I have noticed that many brands [have been] pushing the boundaries of diversity in recent years," Hyemee shares. "Thanks to social media and online platforms, Korean fashion, along with Korean artists, is gaining global recognition like never before. Entering the fashion industry has become more accessible, and there has been a surge in brand launches."
Like many of her peers, Hyemee also benefits from this social buzz, with EENK already being endorsed by celebrities like BTS member, V. However, rather than appealing to the masses, she remains grounded in her desire to resonate with individuals who cherish the brand’s core values. "I am delighted that the brand is appreciated by both celebrities and the media," Hyemee acknowledges. "However, what matters to me the most is that my dear friends also appreciate and enjoy my brand."
EENK Autumn Winter 2024 Collection
As EENK continues to leave an indelible mark in the fashion scene, Lee Hyemee remains committed to creating pieces that defy trends and stand the test of time. "It has become more difficult to maintain a unique identity and imprint a new collection on people [over] a [sustained and intense period]. It is increasingly important to focus more on the essentials and immerse oneself in contemporary sensory training so that the support can [endure], rather than be a momentary interest."
Discover this interview inside the Korea Chapter at The Silk Road Issue 12
Purchase your copy here.
Comentários