“The simple idea of hanging a few things together and seeing how people felt,” says Myeongsoo Lee. The CEO is describing the modest beginnings of Seoul-based brand Amomento, which his sister Mee-Kung ‘MK’ Lee founded in 2015; he joined a year later. Today, it has become one of Korea’s most quietly influential fashion labels.
Contemporary Korean fashion is known for its fast-paced trends and the influence of K-pop idols, but with Amomento, the Lee siblings are focusing on a more timeless aesthetic that goes against the grain. Their clothing is tasteful and avoids trends, mostly in neutral colors that range from minimal and sporty to smart and tailored, with subtly unusual shapes that might be cropped, curved, or oversized. It’s quiet yet unpredictable.
Brother and sister duo Myeongsoo ‘MS’ Lee and Mee-Kung ‘MK’ Lee co-founded Amomento.
“Korean customer taste is evolving. I can see that consumers here are becoming more mature in how they approach clothing,” says Lee, speaking over coffee in a Seoul hotel lobby. “More people are moving beyond simply exploring their tastes and are starting to define them more clearly as their own, rather than following one dominant trend.” While K-pop idols still have a huge influence, Lee notices a shift toward more individual expression, which is where Amomento fits in. “Five or ten years ago, people followed influencers, and if they liked a brand, they’d spend money on it. But now, they care less about brands and are defining their own style more.”
MK started with Shop Amomento, a multi-brand store that launched online and quickly expanded into physical retail. It now has three stores in Hannam, Yulgok-ro, and Shinsegae in Gangnam. The label launched soon after with a small selection of shoes and garments, including an oversized jacket, flared pants, and slides sold in Shop Amomento, eventually leading to a full collection for Fall/Winter 2016.
But the siblings quickly separated the brand from the shop. “We realized that what we really wanted to build was not a private label for a store, but a complete brand of its own,” says Lee. Shop Amomento does not carry its namesake label; instead, the brand sells through its three stores in Seoul and one in Tokyo.
This two-part approach—a multi-brand store and an own label—has been highly successful, especially for the label. The Amomento brand’s annual revenue is $15 million, with company-wide revenue at $18 million and a steady annual growth rate of 34% over the past five years.
Though less profitable than the label, Shop Amomento acts as a laboratory for Lee to monitor the market and gauge consumer interest in trends. The store’s selection ranges from independent labels like Gabriela Coll Garments and Edward Cuming to fabric-focused brands like Extreme Cashmere. “Operating a multi-brand store gives me a clearer understanding of the overall market and insights into how Amomento can grow globally,” says Lee. Meanwhile, the brand has over 100 global stockists, from Extra Butter in New York and Printemps in Paris to Chinatown Country Club in Sydney. This season, it held a runway presentation in Shanghai to strengthen its presence in China, where it has over 20 stockists. “Especially post-Covid, China has shown a remarkably strong resurgence in demand.”
In addition to Amomento and Shop Amomento, the business includes an archive store selling past-season items and even a café called Reception, a bright little space next to Shop Amomento in Hannam serving fresh-pressed juice and coffee. While profits are…Regarding the café’s minimal profitability, it serves as a loss leader that helps expand Amomento’s world beyond clothing. “That’s why we named it Reception—we want it to be a place where people enter, feel relaxed, and are ready to shop,” says Lee.
The multi-brand stores are airy and filled with natural light, often featuring tall windows overlooking greenery and decorated with small bonsai trees or large rocks. Art installations are also part of the experience: currently, an electrokinetic sculpture of tiny metal rods by Venezuelan artist Elias Crespin hangs from the ceiling of its Hannam location. “It’s about exploring beauty in many different areas, not just fashion,” Lee explains.
Last year, Amomento opened its first brand store outside South Korea in Tokyo’s fashionable, tree-lined Omotesando district. According to Lee, it’s “going very well”; the brand had already built a fan base in Japan and tested the market with pop-ups first. He notes that Japanese consumers research the brand online before visiting, resulting in a 23% conversion rate, compared to around 10% or less in Korea.
Further expansion in Asia is imminent: the brand plans to increase distribution in Japan and will host pop-ups in Shanghai and Chengdu in the coming months. The direct-to-consumer (DTC) channel is vital, currently accounting for 70% of total revenues and growing at an average rate of 45% year-on-year.
Amomento manufactures much of its product in China, primarily in Korean-owned factories. “Even though it’s in China, inside the factory it feels like Korea—the skill and attention to detail are very good,” says Lee. Prices range from $100 for a tight cotton top to over $1,200 for a lambskin hoodie, with most pieces around $200 to $300. “Our quality is good compared to other brands, and we have a slightly more competitive price point. I want to make this our strong point in the global market.”
Next, the brand aims to join the official Fashion Week Men’s calendar in Paris, where it eventually hopes to establish a permanent presence. “Whenever we hold a showroom in Paris, people from the street come in excited, thinking it’s a pop-up,” Lee says. “We believe there’s potential for us to have a store there.”
Before pursuing broader ambitions, another piece is being added to Amomento’s world. This summer, the siblings will launch Amomento Plus, a sportswear line designed to bring ease to customers’ daily lives. “The use of this,” says Lee, gesturing to his iPhone, “is not going to decrease. But I think outdoor activity will become more important as people seek escape.” The line will include sweats and activewear at the same price point and fabric quality as the main collection, seemingly designed for busy people with taste—much like the Lees themselves.
Frequently Asked Questions
Of course Here is a list of FAQs about Amomentos potential as Koreas next major fashion export designed to be clear conversational and informative
Beginner General Questions
1 What is Amomento
Amomento is a contemporary South Korean fashion brand known for its minimalist highquality basics elegant silhouettes and a focus on timeless wardrobe staples rather than fastfashion trends
2 Why is Amomento getting so much attention internationally
The brand perfectly aligns with the global quiet luxury and clean girl aesthetic trends Its emphasis on quality fabrics perfect fit and versatile pieces appeals to consumers looking for sustainable longlasting clothing
3 Has Korea had major fashion exports before
Yes absolutely The KFashion wave has been building for years led by streetwear giants like Ader Error and We11done as well as avantgarde designers like JuunJ Amomento represents a different more refined segment of this movement
4 What makes Amomento different from other Korean brands
While many Kbrands are bold logodriven or streetstyle focused Amomento stands out for its understated sophistication Its often compared to brands like The Row or Totme offering a stealth wealth aesthetic thats highly wearable
Advanced IndustryFocused Questions
5 What are the biggest challenges Amomento faces to become a major export
Scaling Production Maintaining their highquality standards while meeting international demand is difficult
Global Competition They compete directly with established minimalist brands from Scandinavia the US and Japan
Supply Chain Pricing As a smaller brand their costs are higher making their premium pricing a barrier for some markets
Cultural Nuance Translating their specific Korean minimalist aesthetic in a way that resonates universally
6 What are Amomentos key strengths that could lead to success
Trend Alignment They are in the right place at the right time with the quiet luxury trend
Digital Savvy Like most Kbrands they excel at digital marketing and storytelling especially on platforms like Instagram
Celebrity Influencer Endorsement Strategic placement on global style icons and Kpop stars generates immense buzz