Brand Introduction: Used Future

If you think streetwear and fashion from the Asian region, Japan is the first time for a long time. South Korea, whose capital also hosts Seoul Fashion Week twice a year, has been at the top for several years. If you look at the streetstyle photos, you will see the great potential and the enormous fashion awareness of the locals. The reason for this is the openness and lack of anxious thinking of the Korean designer. Western influences are omnipresent, mingling with Asian culture and, in particular, with such unimportant factors as being less gender specific and much unisex designed and produced. K-pop and technical innovations are also helping to make South Korea more and more popular in the Western world.

The local brands and designers are becoming ever more present. Another very interesting brand from South Korea is Used Future. Founder Dong In Lee graduated from Sung Kyun Kwan University in 2007 as a fashion designer before moving to one of Korea’s largest textile companies, where he and six hundred other designers made drawings on a tiny desk six days a week for the mass market.

The first impetus to fashion design came in his youth, when he was strongly associated with the punk culture and scene. Here it was customary to shred or cut his clothes in old-fashioned DIY style and then sew them together again. After leaving this Sturm und Drang phase behind, he took up this aspect and refined it during his studies. In 2009, after two years of uninterrupted wage work, Dong In Lee decided to start his own brand. The biggest inspiration for this is the city where he lives and grew up. Seoul is a metropolis full of contrasts. On the one hand, there is a strong Western influence here, coupled with a modern democracy that encounters a history of feudalism. These opposites can be found in the episode in the Again brand names. Used future. A paradox. In times of short duration, Dong chose timelessness, and his designs sometimes seemed like another time. From a young age, he combined classic silhouettes and looks with modern elements and reflected the globalized melting pot of his hometown.

Originally Used Future was planned as a pure men’s brand, but here too, Dong has quickly started to make his designs unisex. His collections should know no boundaries. Used Future has launched the Fall / Winter 2012 collection, the first international buzz and attracted the attention of the international fashion scene. The modern twist of classic parts such as biker jackets, knit sweaters and solid jackets have convinced us here as well. The international press has also presented Used Future. Dazed and Confused, GQ, Vogue – the latest looks from the South Korean brands can be found in prestigious fashion sheets. The next boost came in 2016 when Used Future was voted one of the top three Under the Radar brands by readers of Highsnobiety. The autumn / winter 2016 collection has convinced with its parts. Oversized hoodies and jackets, jogging and track crops, puffer jackets in silver – all strong parts. A bright orange and big prints provided the deserved attention of the brand. We are pleased to present you this exciting brand. Visit our shop in Kreuzberg or check Used Future in our online shop and see for yourself.