Itaewon fashion brand Labeless redefines boundaries
In the pulsing cultural crossroads of Itaewon, where global influences mix with local color, a quiet but confident voice in fashion has been taking shape. Labeless, a boutique fashion brand founded by three close friends — DY, Minwook and SUKEEM — is creating clothing that transcends the norms of gender, age and style. More than just a label, the trio describe Labeless as a philosophy of freedom, self-expression and community. Their bond runs deep. Friends for years, they share a history rooted in creative exploration and a deep love for their neighborhood. "In our 20s, we lived in Itaewon and spent a lot of time here, not knowing exactly where life was taking us," said SUKEEM, who leads the brand’s visual identity and design. "But we always felt confident that whatever we did together, it would be fun and meaningful." From these humble beginnings, Labeless was born. The idea came to life in a now-closed café in Hannam-dong called Ways of Seeing, where the three would gather with nothing more than a notepad and pen to trade wild ideas, like starting a brand of designer spacesuits
Jun 7, 2025By Nilesh Kumar