W Concept: curated K-fashion for American shoppers

A ‘mood board’ for the latest K-fashion trends, Korean e-tail brand W Concept encourages discovery, without being overwhelming. With a curated and beautifully-displayed selection of independent designers, the online store offers American aesthetes a slice of e-commerce heaven.

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From sheet masks to the Bangtan Boys to Chimaek, America’s obsession with all things ‘K’ shows no sign of slowing. Thanks to the rise of K-pop stars, K-fashion is gaining attention, and Korean e-commerce site W Concept is reaping the rewards. Although an e-commerce site in Korea since 2006, W Concept launched in the US in 2015. But the marker of its stateside success was its two-day ‘URL to IRL’ New York pop-up store in April 2019. Initially envisioned as a space to promote Korean culture, travel, art, and fashion through limited-edition collections by local designers, the company has gained multi-national traction, expanding to American, Chinese, and Canadian markets while continuing to champion independent design. [1] The company revenue has also grown from $2 million in 2018 to $6.6 million in 2019. [2]