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Korean bag brand debuts in London Fashion Week

Posted February. 17, 2017 07:09,   

Updated February. 17, 2017 07:16


Decke, the bag brand of Handsome, a member of the Hyundai Department Group, will tap the global market. Handsome said that it will showcase DECKE in the London Fashion Week on Feb. 17 through 21.

The London Fashion Week is one of the world’s four major fashion weeks with those in Paris, New York and Milan where global fashion brands release their new products. DECKE is the first Korean accessory brand to join the U.K. fashion event.

Handsome partnered with Choi Eu-don, the designer of “Eudon Choi,” a global fashion brand, to participate in the London Fashion Week. Eudon Choi’s 2017 FW fashion show will have 33 pieces of the Korean accessory brand. The name of the fashion show will be “Decke by Eudon Choi.” Eudon Choi has been named as one of the top 10 fashion shows of the London-based fashion event. Choi once worked at Handsome.

Handsome has displayed DECKE products at its own multi-brand concept store “Tom Greyhound” in Paris since 2014, making its name known to European buyers. When it was asked to sell the products by a European retailer, it formed a task force for global expansion. It set a design concept reflecting the European trend in cooperation with Choi for the London Fashion Week. It strategically decided to take this opportunity to grow Decke into a global accessory brand. During the London Fashion Week, it will set up a showroom to offer opportunities for European and U.S. fashion retailers to look around its products.

“We planned global expansion at the time of the launch of the brand in 2014, naming it DECKE, a German word referring to skin," said Yoon Hyun-joo, head of the accessory team of Handsome. "We will increase the global sales network this year.”

Hyoun-Soo Kim kimhs@donga.com