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The American dream isn’t just for Americans. Last week, it arrived in South Korea with Supreme, the New York-based streetwear label that opened its first brick-and-mortar store in Seoul last week, and had customers lining up for days before the launch.
It’s the retailer’s largest flagship store in Asia, and its 16th store in the world.
Located in the South Korean capital’s Gangnam district and designed in partnership with London-based studio Brinkworth, the outlet features artwork such as a huge mural with characters painted by artist Rita Ackermann.
International ambitions: Although several European fashion retailers, including Gucci and Louis Vuitton, have established a presence in Seoul, Supreme boosts the number of high-end American retailers with operations in the country.
California-based Fred Segal opened a store there in 2021 in an effort to expand its international presence. American luxury brand Gabriela Hearst opened its second retail location in South Korea this year, adding to a roster that includes Coach and Stuart Weitzman.
South Korea’s luxury resale market is also thriving, with brands from Poshmark to StockX having established a presence, and the category was valued at around 500 billion won ($346.2 million) last year.
It will be interesting to see how many other high-end US fashion retailers join the race to tap into the lucrative South Korean market.