Hwanghak Casual thumbnail

Hwanghak Casual

2023/10
Overview

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.

Hwanghak Casual Logo

We Are

From

Hwanghak.

HISTORY

Hwanghak-dong has a long history of craftsmanship, once known for its vibrant furniture street and skilled artisans. But in recent years, the area has seen a decline, accelerated by the pandemic and the rise of mass-produced furniture brands.

GOAL

By tapping into renewed interest in local identity and unique experiences, Hwanghak Casual aims to bring new energy to Hwanghak's furniture street—encouraging both local engagement and broader interest in the neighborhood's future.

Street view of Hwanghak-dong
Hwanghak Casual Logotype
BRAND

Hwanghak Casual is a local workwear brand that reinterprets this legacy through the lens of contemporary everyday work. As DIY culture and casual workwear evolve, the brand reflects this shift while staying rooted in the materiality and mindset of craft.

Hwanghak Casual Symbol
SYMBOL

The name "Hwanghak" translates to "Yellow Crane" in Korean—a symbol of grace, resilience, and longevity. Our brand mark reimagines this crane in a bold, angular form, embodying both tradition and the energy of ongoing work. It serves as a visual anchor for the brand's mission: to revive Hwanghak's creative spirit and invite a new generation to engage with the local culture.

Just like the crafters of Hwanghak

Text animation
분리: Dismantle, 재결합: Reassemble

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.

Collection of initial sketches
Collection of initial sketches

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.

Images from sewing factory

Work Casually
Wear Crafty

Main lookbook portrait of jumpsuit Secondary lookbook portrait of jumpsuit
Backside of Hwanghak Casual jumpsuit

Functional

MOLLE pocket 1 Pen holder on right shoulder Tool holder on left leg MOLLE pocket 2

yet also

Flexible Jumpsuit

Flexible

MOLLE

A MOLLE system (Modular Lightweight Load-carrying Equipment) allows you to attach and detach pockets of various sizes and shapes wherever you need them. Commonly used in military gear, we believe this feature is also highly effective for workwear.

Closeup of the MOLLE system
MOLLE System

RECYCLED

Hwanghak Casual's jumpsuit is made from recycled denim fabric. By reusing materials that have lost their original purpose, we hope to symbolize the revival of Hwanghak-dong. This also represents Hwanghak Casual's commitment to sustainable craftsmanship.

Closeup of the recycled denim fabric
Recycled Denim Fabric

Signature Line

For your craft life.

2 models wearing size A/B of jumpsuit

HH.Jumpsuit

Desnim | Size A/B

Animated 360 view of the jumpsuit

Casual Line

For your daily life.

HH.Sweatshirt

Black | Size S-XL

Black sweatshirt with yellow Hwanghak Casual symbol on front, logotype on back

HH.Tshirt

White | Size S-XL

White tshirt with yellow Hwanghak Casual symbol on front, logotype on back

HH.Ballcap

Yellow | Free Size

Yellow ballcap with white Hwanghak Casual symbol embroidery

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