We11done

We11done was founded in 2015 in Seoul by sisters Dami Kwon and Jessica Jung, originally as a boutique called RareMarket that imported international designer brands into Korea. In 2016 they began producing their own brand under the We11done name, with a thesis that combined post-Vetements oversized fits, gender-fluid silhouettes, and the kind of post-internet visual culture that Korean Gen Z had embraced ahead of the West. The We11done vocabulary settled around oversized blazers, deconstructed denim, graphic streetwear, and a particular reading of K-pop styling aesthetics. The brand became a global presence almost immediately — Korean stars like CL, G-Dragon, and Bambam wore the brand; Bella Hadid and Hailey Bieber followed. The brand's runway shows at Paris Fashion Week (since 2019) have anchored its international position. We11done operates flagship stores in Seoul (Cheongdam-dong), Tokyo, Shanghai, and Beijing, plus a strong wholesale presence through Dover Street Market, SSENSE, Browns, and other retailers. The brand is independently held by the founding sisters; production is split between Korea and Italy. Few Korean brands have moved so quickly from boutique retail to global luxury-streetwear positioning, and few have so completely defined what Korean fashion looks like to a non-Korean audience.