Based in Hwanghak-dong, Seoul, Hwanghak Casual is a local workwear brand designed to revitalize the neighborhood once recognized for its craftmanship. The brand symbolizes Hwanghak-dong with a ‘Yellow Crane’ and embodies the roughness of crafting. With the slogan “Work Casually, Wear Crafty”, Hwanghak Casual targets not only traditional craftmen, but also those who craft their ways through everyday work.
Task
Discovering underexplored local community and revitalizing the area through local branding
Overview
Revitalizing a forgotten community
Hwanghak Casual is striving to revive the spirit of craftsmanship in Hwanghak furniture street. This area, with its long history of artisans dating back to the Joseon Dynasty, has seen a decline due to decreased offline visits post-pandemic.
However, with the increase in domestic spending after the pandemic, the unique identity of local areas has gained importance, offering special experiences. This local uniqueness is becoming a powerful attraction for the post-millennial generation.
Reflecting this trend with appropriate solutions, Hwanghak-dong's furniture street can gain new vitality. Furthermore, by striving for 'beyond local' and the 'globalization of the local,' we can attract people from other regions to become part of our local community.
Background
Hwanghak
The Craftin' Tales
We Are
From
Hwanghak.
During the Joseon Dynasty, Hwanghak-dong has been known as the 'sanctuary of crafters'. Following this historic path, Hwanghak Casual is a local workwear brand that embodies the spirit of crafters. Just as handicrafts have evolved into DIY and workwear into casual wear,
we too seek to expand in this manner.
Sindang and Hwanghak in Seoul are areas with a rich historical identity, ranging from street vendor crafts to custom furniture making. These neighborhood, now overshadowed by the convenience and variety of modern franchise furniture brands, are struggling to maintain their original values, with only passive resuscitation efforts underway amidst the pandemic.
Hwanghak Casual aims to rediscover and bolster the new local identity of Hwanghak's furniture street, increasing the area's population engagement and proving the sustainability of Hwanghak.
Just like the crafters
of Hwanghak
We dismantle
and reassemble
After exploring Hwanghak-dong, we found crafters breaking apart old furnitures. The woods and metals that were once part of someones memories were then reassembled as new products awaiting for a new family.
Dismantle and Reassemble.
These are our core value.
With various samples and design sketches,
we went out to sewing factories in Jung-gu*.
*
Jung-gu is a district in the heart of Seoul which Hwanghak-dong is a part of. Other areas in Jung-gu includes: Chamsin-dong, famous for its sewing factories, and Chungmuro, where print houses are located.
Product
Work Casually
Wear Crafty
Let's take a look of
what we have made.
Functional
yet
also
Flexible
MOLLE
It's a MOLLE system (Modular Lightweight Load-carrying Equipment), allowing the attachment and detachment of pockets of various sizes and shapes at desired locations. Commonly seen in military gear, we believe this feature can be effectively integrated into workwear as well.
RECYCLED
Hwanghak Casual's jumpsuit is crafted from recycled denim fabric. We hope the reuse of materials that have lost their primary utility will symbolize the revival of Hwanghak-dong. Furthermore, it represents Hwanghak Casual's support for sustainable crafting.
Signature
For your craft life.
HH.Jumpsuit
Recycled Denim | Size A / B
Hover
Touch
Casual Line
For your daily life.
HH.Sweatshirt
Black | Size S / M / L / XL
HH.Tshirt
White | Size S / M / L / XL
Work
Casually
Wear
Crafty
