Seoul-based brand We11done, pronounced “well done” is the new Korean hype, redefining contemporary notions of luxury. Founders Dami Kwon (G-Dragon’s sister) and Jessica Jung originally enchanted Korea’s fashion scene upon opening their concept boutique Rare Market in 2014 with a curated selection of international cult designers. Debuting We11done a year later with a collection of athleisure and streetwear-inspired silhouettes, merging loose-fitting styles with late 1990’s and early 2000’s refinement and understated sophistication. Timeless tailored pieces, colourblocked sherpa fleece sweaters, oversized hoodies, streamlined turtlenecks and plaid button-down shirts show how We11done reinvents and elevates classics with a twist.
