GORE-TEX Brand Studio Roadshow: Seoul

Start by introducing yourself and what you do.

Hi, I’m Ho-Sik Yoo, a fashion designer behind the label SIKHO. I run a design studio and brand called FER, where we create collections that blend traditional craftsmanship with a modern aesthetic.

What GORE-TEX item have you brought today and why? 

The GORE-TEX piece I brought today is a black Arc’teryx jacket. A perfect balance of function and design. It’s easy to mix and match, and I often throw it on for quick outings. In a city like Seoul, where the seasons are distinct and the weather can change quickly, it’s a practical choice that works year-round.

What’s your favorite and least favorite weather?

My favorite seasons are spring and autumn in Seoul. I love those moments when the cold season fades into a warm breeze, or when the heat gives way to a cool, refreshing wind. 

It's when people naturally start to lighten or layer their clothes. The clear seasonal changes offer more styling options and make dressing fun, plus it’s comfortable to work during these times.

Start by introducing yourself and what you do.

I’m Dasom Park, founder and artist of VACSOM, a Seoul-based art jewelry and accessories label. At the heart of my work is the philosophy of upcycling, taking everyday objects that are often ignored and transforming them into something with new beauty and meaning. I reimagine these forgotten items as jewelry, turning the ordinary into something extraordinary.

As both creative director and maker, I’ve gained recognition for my unconventional use of materials, think protractors, glasses, and microchips crafted into unique, gender-neutral designs. My collections range from bold silver and steel chain necklaces to one-of-a-kind statement pieces.
VACSOM operates from Seoul but has a truly global reach, shipping worldwide and being stocked in select U.S. and Japanese stores. We present our collections through online platforms, physical boutiques, and pop-ups, allowing people to experience the work in a variety of ways.

What GORE-TEX item have you brought today and why? 

Lately, with the weather shifting so unpredictably, one moment sunny, the next rainy and windy. I’ve been living in my black Storm-S GORE-TEX jacket from Kolon Sports. It’s completely waterproof, windproof, and breathable, which means it keeps me dry and comfortable without feeling stuffy.
The minimalist black design goes with everything, whether I’m heading into the mountains, camping, or just walking through the city. It’s not exactly budget-friendly, but still it’s definitely an investment for me, the versatility, technical performance, and timeless style make it worth every win. It’s the kind of piece that works just as well in an everyday look as it does outdoors.

What’s your favorite weather?

My favorite season has to be autumn, from September to November, when Seoul is at its most beautiful. The crisp, cool air, low humidity, brilliant foliage, and clear blue skies create a perfect balance. Temperatures usually hover between 10 and 20 degrees Celsius, making it an incredibly comfortable time of year.

On the other hand, I could do without the summer monsoon and heat waves from late June to August. The heavy rainfall combined with sweltering temperatures well above 30°C makes the air sticky and uncomfortable, and it’s definitely my least favorite time to be outside.

Start by introducing yourself and what you do.

Hi, I’m J KEE.  I work as a casting director, stylist, and fashion model based in Seoul, which is definitely one of the most exciting and trendsetting cities in the world right now.

What GORE-TEX item have you brought today and why? 

This is the first GORE-TEX piece from ‘Jiyongkim’, my favorite designer brand, a close friend, and truly a pride of Korea.

Although it doesn’t feature his famous SUN-BLEACHED technique, his work always stands out for its refined patterns, elegant draping, and the perfect balance of practicality and comfort. The silhouette is beautiful from every angle,  side, back, you name it, and every element in the garment feels intentional.

I especially love the three-dimensional draped pockets; you can tell they were carefully positioned after countless tests, knowing how important pocket placement is for men’s clothing. Those thoughtful details really move me.

I chose this piece because I love owning things that feel unique and worth keeping and among GORE-TEX pieces, this might be the most special one I’ve ever seen. I’m genuinely proud to have it.

What’s your favorite and least favorite weather? 

I love the spring and autumn weather in Seoul — mild, dry, and not too hot.

On the flip side, I’m not a fan of overly humid and hot weather, whether in Seoul or anywhere else. When you’re sweating a lot, it’s hard to dress for fun without worrying about the season or comfort, and that just takes the joy out of it for me.

Start by introducing yourself and what you do.

I’m Jihyoung Han, an artist based in Seoul. My work explores pseudo-science and non-human imagery, depicting dystopian worlds inhabited by mutant and hybridized figures within speculative narratives.

What GORE-TEX item have you brought today and why? 

Today, I’m wearing a The North Face windbreaker, which I often wear when walking my dog along the Han River. My GORE-TEX safety shoes, which I always wear to the studio, were purchased at a small shop in the Berlin subway. I love them for their combination of functionality and design, and they carry special memories for me.

What’s your favorite and least favorite weather?

I like cool, slightly windy weather and don’t enjoy hot sunny days. Yesterday was a pleasant breezy day so I took a walk along the Han River with a friend and my dog. On hot days, I usually stay inside the studio.

Start by introducing yourself and what you do.

Hello, my name is Junwoo Keem, and I run a creative studio called STUDIO TUH, based in Seoul.

Our work spans across branding, spatial design, graphic design, and object-based projects. At the core of what we do is translating each client’s essence and direction into a cohesive visual language that resonates across different mediums.

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Hi, I’m Davin Jung, director at Studio TUH, a Seoul-based creative studio. We focus on planning and producing content that helps build and express brand identities in various ways.

What GORE-TEX item have you brought today and why? 

Junwoo:
The item I brought today is the Light Windbreaker from Montbell.

I picked it up during a business trip to Tokyo at the Montbell store in Shibuya. It’s extremely lightweight yet highly functional, which makes it perfect for daily wear without feeling bulky. Since purchasing it, it has become one of my most frequently worn outerwear pieces.

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Davin:
This is a pair of shoes designed in collaboration between AFFXWRKS and LOWA. The standout features are the lace-covering detail and the use of GORE-TEX fabric. I tend to wear my fashion pieces without holding back, so I love that these shoes are durable, comfortable, and maintain their original look in any condition. I wear them almost every day, through all seasons, rain or snow, whether I’m at the studio or on location. They’ve become a reliable go-to item for me.

What’s your favorite and least favorite weather?

Junwoo: 
My favorite weather is the early autumn in September.

There’s a very brief moment when summer begins to shift into fall, and for about a week the sky feels unusually blue and high. I love the cool air and the slight chill in the shade during that time. While Seoul’s seasons are becoming more dominated by summer and winter, I still appreciate that we can feel all four seasons—however briefly.

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Davin:
My favorite weather is slightly chilly on winter days. I enjoy layering clothes, and I love the cozy yet structured feeling it brings. Perhaps part of my affection for these shoes is that they hug my feet securely! (laughs) Layering also gives me more freedom in styling.

On the other hand, Seoul’s weather is gradually getting hotter and much more humid, which makes it harder to enjoy my favorite outerwear, long pants, accessories, or heavier shoes. It’s a shame because I really enjoy wearing these pieces, but I try to make the most of it whenever I can.

Start by introducing yourself and what you do. 

Hi, I’m Inhee. I’m a fashion model based in Seoul, and I’m also a mom to a 29-month-old boy.

What GORE-TEX item have you brought today and why? 

For today’s shoot in Seoul, I chose a bright green, lightweight GORE-TEX jacket and a dark beige-khaki cap. I like wearing sportswear in the city, especially for walks when the weather changes a lot. This jacket stood out to me because of its bold color—it really works well both in nature and in the city. And I picked this cap because it suits my summer-tanned skin. I’m not a fan of plain black caps!

What’s your favorite and least favorite weather?

I love early autumn in Seoul, cool breeze, clear skies, and the strong sun that still feels warm even though the days are getting shorter. It’s the kind of weather that makes being outside really comfortable.

 Start by introducing yourself and what you do.

Hello, my name is Taebong Ha, and I’m based in Seoul, South Korea.

I currently run three distinct fashion projects, each with its own unique identity and direction.
HTAE (@htae.official) explores rugged minimalism through an archival lens, while MER (@mer_object) focuses on refined denim essentials. In addition, I operate our friend shop (@ourfriend_shop), a vintage select store born out of my personal fascination with archival pieces and past-era aesthetics.

Because each project carries its own distinct voice, no two days feel the same — it’s a constant, engaging challenge that keeps me inspired.

Previously, I worked for nearly four years as a director at CULTIZM, a concept store in Germany known for its forward-thinking curation. That experience allowed me to collaborate with a wide range of global brands, and today, I occasionally offer freelance creative direction and consulting for both fashion labels and select shops.

What GORE-TEX item have you brought today and why? 

I’ve chosen two GORE-TEX products that have become essential to my wardrobe.

The first is the Zephyr GORE-TEX TF Boots by Lowa. They offer remarkable comfort and breathability, making them wearable year-round — even in Korea’s hot and humid summer. The design strikes a balance between rugged and minimal, pairing effortlessly with the kinds of outfits I gravitate toward. As with many military-grade items, these boots are engineered to perform in diverse environments, making them especially practical for life in Seoul, where city and nature often coexist.

What I particularly appreciate is the understated aesthetic — I prefer gear without visible logos, and military-style products like this offer both function and restraint, which naturally draws me in.

The second piece is the Alpha Jacket from Arc’teryx’s LEAF line. Its adaptability makes it a long-standing favorite. On dry days, I tuck the hood in for a cleaner look, and adjust the drawcord hem to shift the silhouette — one jacket, multiple ways to wear it.

I’ve worn this jacket for over five years now, and despite enduring rain, snow, and even typhoons, it’s still in excellent condition. It blends seamlessly into both harsh weather and everyday life. Especially during Seoul’s monsoon season in July, I often reach for this jacket over an umbrella — it’s simply more practical. In terms of functionality, comfort, and durability, it continues to exceed expectations.

When the time eventually comes to replace it, I won’t hesitate to buy the exact same model again. It’s that well made.

What’s your favorite and least favorite weather?

I enjoy most seasons, but if I had to choose one I’m less fond of, it would be winter.

Winters in Seoul can be particularly harsh — especially from January through February, when the cold intensifies to the point where your hands and feet feel numb. A single jacket isn’t enough to withstand the chill, so I usually layer with a mid-weight down jacket to get through the season.

Still, there’s a certain charm to Seoul in the snow. When flakes fall through the city lights, the scene becomes undeniably beautiful — quiet, surreal, and memorable in its own way.

Summer in Seoul, on the other hand, is a cycle of heat and humidity. While the humidity seems to have eased slightly in recent years, the intense midday heat remains very much a challenge. That said, Seoul is a city full of energy all year round, with countless events and activities happening across the seasons.

If you’re planning a summer trip, I’d recommend avoiding July — the peak of the monsoon season — and visiting from late August into September instead. You’ll still experience the vibrancy of a Seoul summer, but with slightly more bearable weather.

Start by introducing yourself and what you do. 

Hi, I’m Eunji Hong, 28 years old. Most people around me call me Emma. 

I love positive movement and scribbling things like dancing, running, and cycling give me simple energy, and in that I find happiness and comfort. I like getting to know who I am and what kind of colors I carry, through honest emotions, imagination, and how my body moves like scribbles unfolding naturally.

I try to see the positive before the negative, and I hope to be someone who’s cheerful but never shallow. I started as a street dancer, and now I’ve expanded into visual work like advertisements and lookbooks. On regular days, I work in sales for the brand NOAH, connecting good clothes with good people.

2. What GORE-TEX item have you brought today and why? 

About the HERO GORE-TEX PRO 3L Jacket. The minimal color and texture of this jacket gave me a refined, almost urban mood, but with an outdoor touch as well. I usually enjoy colorful clothes and patterned pieces, and this felt like the perfect item to balance and ground those looks.

As someone who enjoys high-activity outdoor movement, I was drawn to the GORE-TEX PRO 3L function that keeps sweat out and blocks external moisture.

It felt both functional and reliable. When I find something that fits my taste, I tend to keep it for a long time. I believe clothes that suit your mood even as time passes become a kind of personal weapon.

This jacket feels like one of those pieces. Not just a trend, but something I can wear across seasons and beyond—because of both its function and design.

3. What’s your favorite and least favorite weather?

I generally enjoy most kinds of weather. Unless it’s so hot I feel like I’m melting, or so cold that my shoulders feel like they’re rising up to building-height. I like experiencing the colors and activities that come with each of the four seasons.

For me, a “good season” isn’t just about pleasant temperatures. It’s about how freely I can move, how comfortable my body feels, and whether the weather helps me receive the kind of positive energy that makes me feel more like myself.

That’s why I tend to dislike weather that tightens my body or makes it hard to control my attitude and energy. Seoul’s weather can be extreme and change quickly, which can be overwhelming sometimes. But I also enjoy dressing to match that changing weather, and I like seeing how other people dress in the city too. Seoul has a lot of stylish people.

Start by introducing yourself and what you do.

My name is Hyunseog Oh, and I’m the founder and designer of NICEWORKSHOP—a Seoul-based studio that reimagines construction materials such as aluminum formwork, industrial scrap, and threaded bolts into objects, furniture, and spatial design. Our work focuses on transforming materials that carry traces of labor and time into new structural and visual languages.

What GORE-TEX item have you brought today and why? 

I brought the SLATE GORE-TEX WSP JKT from Salomon. It’s a jacket I often rely on while moving between the studio, construction sites, and outdoor environments. I value how lightweight and breathable it is, while still offering reliable protection. It naturally fits into the flow of my daily routines and the varied spaces I work in.

What’s your favorite and least favorite weather?

My favorite weather in Seoul is just before or after rain—when the air turns cooler, the colors deepen, and the light becomes soft and diffused. It gives the city a kind of quiet clarity. In contrast, I find hot and humid summer days the most difficult, especially when working with metal materials or in fabrication settings.

Start by introducing yourself and what you do. 

I’m Essie! I’m living fully, loving deeply, and laughing often—and I’m very grateful for that.

Recently, I started a band with friends, which I’m really excited about amongst other things.

For work / play, I'm a freelance producer and casting director, and the founder and director of INTER-Agency.

What GORE-TEX item have you brought today and why? 

When I was modelling, I worked on the first drop of Arc’teryx’s System_A. After the shoot, they kindly gifted me the Veilance jacket I’m wearing today. 

It was a special project to be part of, and the memories, along with the jacket, have stayed close with me ever since.
 

What’s your favorite and least favorite weather?

My favourite weather is either a sunny summer day with low humidity or an overcast spring day with a breeze. I also like the wintertime and spring rain… maybe I don’t have a favorite. 

Start by introducing yourself and what you do.

I’m Joongho Choi, a designer based on industrial design, working across a wide range of fields including products, furniture, and spatial design.

Currently, I lead Joongho Choi Studio, where we focus on exploring the essence of each project and translating it into the most efficient and refined design outcomes.

For me, design is not just about creating form, it's a medium that connects people with life. That’s why I value the process of collaboration with various brands, manufacturers, and artists, as it allows us to discover the most appropriate solutions tailored to each context.

At Joongho Choi Studio, we aim to create designs that reflect both the spirit of the times and a strong sense of identity. My team and I are committed to delivering work that communicates sustainable and essential values through design.

What GORE-TEX item have you brought today and why? 

I place great importance on harmoniously mixing different concepts and elements. From that perspective, the collaboration between Arc'teryx Zeta SL and BEAMS was truly impressive. It’s a design that balances functionality and style blending urban sensibility with outdoor performance.

In particular, I see the technology behind GORE-TEX materials as more than just functional; it also serves as a design language in itself. In that sense, it naturally aligns with the design philosophy we pursue at our studio.

What’s your favorite and least favorite weather?

I really love the weather in LA where the boundary between indoors and outdoors feels so seamless. That open atmosphere gives me a sense of comfort and freedom. In that kind of weather, my thoughts tend to flow more freely, and the work process feels more natural as well.

I tend to find rainy days a bit more introspective, they naturally slow things down, both personally and across the studio. The mood shifts, and that change in atmosphere can affect our rhythm, but not always in a bad way. Sometimes that quieter tone opens up space for reflection, which can lead to a different kind of creative focus.

I don’t think design can be separated from daily life. The way I live, my tastes, and my experiences all feel like an extension of the design process.

For example, I’ve been going camping quite a bit lately. It started not just as a hobby, but because I was deeply inspired by the structural silhouettes of camping gear. There’s a clear interpretation of function, form, and environment embedded in those objects. Recently, I even hiked to the summit of Mt. Fuji and spent some time camping at its base. 

That experience being immersed in nature was creatively stimulating for me as a designer.

Naturally, that led me to GORE-TEX products as well. Beyond simply protecting from rain or wind, I see the technology and structure embedded in GORE-TEX as a fascinating design language in itself.

I also love listening to music. Especially when I travel or move through different spaces, I enjoy curating soundtracks that fit the atmosphere.
That kind of sensitivity creating the right mood and rhythm feels very similar to how I approach design.

Start by introducing yourself and what you do. 

My name is Sungbin Hong. I run a womenswear brand called NIBGNUS and surf in the meantime. 

What GORE-TEX item have you brought today and why? 

I love it when sportswear items are not too obviously sporty. It really draws me in when things are not easily pin-point categorized. 

This ivory Salomon jacket blends in with my light beige linen shirt and white denim pants with eyelet detail. Then another day I can also wear it with my sports outfit as well. Just love the versatile nature of this!

What’s your favorite and least favorite weather?

Favorite is the first touch of cooler breeze at night when fall is coming. Seoul’s summer could be a bit tough, as we have very wet, hot summers. Just when it’s coming to an end, you can notice the change in the breeze at night. It feels like the first sip of ice water when you work out in heat. 

Start by introducing yourself and what you do.

Hello, my name is SimJae (@eztag_). I’m a photographer and the founder of the independent bookstore, Hugan Books (@huganbooks). As a photographer, I focus on documenting people and spaces within the worlds of fashion, music, and subculture, capturing moments and atmospheres that tell a story. Beyond commercial work, I place great value on creating long-lasting records—often in the form of printed publications.

Hugan Books is more than just a bookstore. It’s a space where books, people, and culture connect. Through a curated selection of magazines and art books from around the world, along with pieces from my own personal archive, I aim to create a place where visitors can find inspiration and share stories.

This GORE-TEX Brand Studio Tour in Seoul was a particularly meaningful project for me. The shoot took place in Chungmuro’s printing alley, which was my first studio and the starting point of Hugan Books—a space I worked from for over two years starting in 2023. As someone who works with film photography, I still visit the area often to drop by the photo labs. The old shop signs, the smell of ink, and the sound of printing presses remain constant sources of inspiration in my work.

What GORE-TEX item have you brought today and why? 
On the day of the shoot, I wore a Stone Island 2022 S/S Shadow Project GORE-TEX Jacket. Stone Island is a brand that combines functionality with a spirit of experimentation, renowned for its relentless commitment to material research and meticulous attention to detail. For me, it’s not just about style—Stone Island is the brand I trust the most, as it delivers functionality, durability, and design that perfectly suit my work environment, where outdoor shoots are a regular part of my schedule.

The Stone Island GORE-TEX Jacket I wore combines waterproof and breathable GORE-TEX fabric with Shadow Project’s signature understated design, making it a piece I reach for frequently, both on set and in everyday life.

My trousers were original UK military GORE-TEX pants, offering comfort and practicality even during long days of location shooting. I also wore a GORE-TEX hat from a collaboration with BEAMS, which has become one of my go-to fashion items since I often wear bucket hats in my daily life. My footwear was the classic Timberland 6-inch waterproof boots—shoes that always put me in a good mood, especially as someone who loves hip-hop. The bag I carried was an Arc’teryx piece made from GORE-TEX material. I use it all the time—whether heading to meetings or to my bookstore. It’s ideal for carrying books, and thanks to its waterproof construction, I never have to worry about it on rainy days.

What’s your favorite and least favorite weather?
I enjoy rainy days. In particular, the summer monsoon rains of July and August in Seoul add a unique color and texture to the streets, constantly giving me new inspiration for my photography. Neon lights reflected in wet alleys, rain-soaked signs, and people weaving between umbrellas are scenes that stay with me. Whenever I’m shooting, rain transforms the space into an entirely different atmosphere. I also love clear, sunny days. When I ride my bike from my home in Gwanghwamun along the Han River, I feel a refreshing sense of escape from the dense air of the city, as if I’ve briefly entered another place. In those moments, I can step away from running the bookstore, shooting, and daily schedules, focusing only on the sky and the river breeze. That pause and clarity give me the energy to return to my everyday work. On the other hand, I’m not fond of days with heavy fine dust. When the air and light lose their clarity, it feels harder for inspiration to flow.