Meet TheOpen Product, Viral Korean Fashion Brand

From scoring collaborations with adidas Originals and New Era, to having celebrity fans like Kendall Jenner, TheOpen Product is one of South Korea’s hottest fashionThe top brands of the moment. The label is being helmed by Jiyoung and Boyoung Kim, a sister duo.

“We do not set a certain standard in our aesthetic, because beauty is ageless and expressed differently all the time,”The founders share. The Open Product is a product that the founders hope will challenge the conservative Korean societal standards for dressing. fashion industry. The Kims have leveraged their influence on social media to increase their brand and make their designs widely available. For their inaugural HBXWM drop, the siblings have updated knit bolero tops and sweaters from their Fall/Winter 2020 collection with exclusive lilac and metallic silver colorways — versatile, statement-making pieces perfect for the fall and winter wardrobe.

In the latest installment of HBXWM’s Female Series, Boyoung and Jiyoung discuss the evolution of TheOpen Product, as well as their inspirations and future plans. Read on for our conversation with the co-founders, and head to HBXWM to shop the brand’s designs.

Soma Kim/Hbxwm

What led to you launching TheOpen Product

Ironically, we were both far from each other. fashionboth in school as well as in our careers. We were observers of the fashionIndustry from afar, but always felt that a little bit of “fun”The rather conservative Korean Korean fashionIt was a very needed industry. I am quite a spontaneous person and don’t plan things ahead of time. This is why there wasn’t much planning when we first started the brand. We just kept moving forward, focusing on the future. This is what eventually led to the completion of TheOpen Product brand.

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How can you work together as sisters?

We do our best work to plan and direct all major aspects of our business together. This includes campaign shoots, product design and season directing. There are tasks that we have divided and teams that focus on certain areas. We make sure that the overall business mood and direction are maintained throughout. We both need each other’s support to get the best out of our projects. Our greatest advantage is being sisters when it comes to communication and managing our business. We have a perfect harmony when we support each other’s strengths and work together to improve our weaknesses so that we can make the most of our business.

TheOpen Product Seoul Korean Fashion Brand Founders Boyoung Jiyoung Kim Summer HBXWM Launch Interview

Soma Kim/Hbxwm

What messages do you hope to convey through TheOpen Product Where do you seek inspiration?

In Korea, many of us dress the way society expects. We designed our clothes in the hope that people would be able to confidently wear what they want and experiment with new styles. outfitsYou don’t have to feel excluded. Our inspiration comes from many sources, such as movies, documentaries and people we meet in the street. I admire the unconstrained style of the elderly. outfitsThat express originality.

How would you describe TheOpen Product’s aesthetic?

We believe that removing any boundaries from our designs helps break stereotypes. The possibilities of combining menswear with womenswear, streetwear and runway are limitless. They challenge traditional notions about what women and men should and should not wear. We don’t set any standards for our aesthetic because beauty is timeless and can be expressed in many different ways.

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TheOpen Product took a brief hiatus in 2018 What happened and why did it happen?

We both needed to recharge so we decided to take a summer break. It was a great way to let go of unnecessary things.

TheOpen Product Seoul Korean Fashion Brand Founders Boyoung Jiyoung Kim Summer HBXWM Launch Interview

Soma Kim/Hbxwm

How does the brand navigate the ongoing pandemic?

When we booked our Hong Kong flights to shoot our campaign, we were first to hear about the COVID-19 epidemic. The pandemic worried us, but we didn’t really have a plan B. We don’t have a lot of business strategy knowledge so we decided to just stick to our original plan and move on. Fortunately, there wasn’t much that the pandemic limited us to do. Instead, ecommerce thrived and gave us great opportunities to promote our products online.

What was the most important concept or aesthetic you used for your capsule with HBX

We were inspired by ’90s fashionFor the 2020 collection. For our first collection, a simple bolero cardi was created, similar to long arm-warmers. We also made another style for the FW20 collection with a complete cut on the front. Both of these designs were bold attempts by us. These cardigans are versatile, and can also be used as statement pieces. We can’t wait to show these designs for our HBX-exclusive collection in silver and purple colorways.

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TheOpen Product Seoul Korean Fashion Brand Founders Boyoung Jiyoung Kim Summer HBXWM Launch Interview

Soma Kim/Hbxwm

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TheOpen Product Seoul Korean Fashion Brand Founders Boyoung Jiyoung Kim Summer HBXWM Launch Interview

Soma Kim/Hbxwm

What about the 2021 Summer Holiday collection.

We had so many ideas that we could launch a second collection. We hope our customers will enjoy playing with our products. outfitsDepending on their mood and the weather. The latest lineup is based on the fantasy era of the ’00s. We made the bikini a cropped top and used bold, contrasting colours inspired by the summer sun.

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What are some other things that keep you motivated, besides work?

We like to be able to travel as much as possible, even though most of our efforts and time are focused on TheOpen Product. We love to visit both familiar and unfamiliar places for a sense comfort.

Are there any other projects you are considering for TheOpen Product that you could share with us? 

We are always looking for new projects. Since the launch of our brand, we have wanted to create a showroom that customers could relate to more. Due to pandemic-related restrictions we had to postpone the idea, so we now plan to open a flagship store to fulfill our goal of providing space to our customers.

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TheOpen Product Seoul Korean Fashion Brand Founders Boyoung Jiyoung Kim Summer HBXWM Launch Interview

Soma Kim/Hbxwm

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TheOpen Product Seoul Korean Fashion Brand Founders Boyoung Jiyoung Kim Summer HBXWM Launch Interview

Soma Kim/Hbxwm

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TheOpen Product Seoul Korean Fashion Brand Founders Boyoung Jiyoung Kim Summer HBXWM Launch Interview

Soma Kim/Hbxwm

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