[Global Leap of Specialty Malls-18] The Rebellion of Subculture... 14 Years of Street Fashion 'Critic'

Interview with Lee Dae-woong, CEO of Critic
Reinterpreting the contemporary era and sublimating it into graphic art
Gaining attention with fast food character parodies
Doubling sales... Expanding overseas to Southeast Asia and beyond

Daewoong Lee, CEO of Critic

[Asia Economy Reporter Cha Min-young] Street fashion, which literally captures the 'street vibe,' had a spectacular year in 2019. This was due to the spread of the new retro (a new interpretation of retro) mood and the establishment of casual culture within companies. Street fashion, once a subculture, has entered a new phase and has boldly risen in the fashion market as if mocking the outdated mainstream culture. 'Critic (CRITIC),' which has formed a solid fan base among people in their teens and twenties with its unique graphic art designs, is also exploring overseas expansion beyond Korea.

On the 16th, Lee Dae-woong, CEO of Critic, said in an interview with Asia Economy, "When looking at the reactions of customers who first encountered Critic, many evaluations express satisfaction with the material, comfort, and styling," adding, "Critic has a well-established infrastructure that allows for creating images and rediscovering value."

Launched in 2006, the streetwear brand Critic embodies the spirit of street brands, as its name 'Critic' suggests. It expresses a new perspective that reinterprets current social phenomena and culture and applies it to fashion. Sweatshirts, hoodies, and T-shirts are representative items. The graphic series parodying fast-food characters has been a steady seller, enjoying popularity for as long as eight years.

In particular, every season throughout the four seasons, new designs are introduced, and the completeness of 'style' is enhanced by utilizing videos and music. The magical use of content is closely related to CEO Lee’s own life. Having worked as a game designer for eight years, Lee Dae-woong elevated his personal interest in fashion into a business domain. Together with two friends, they raised an initial capital of 2 million won each and placed their self-designed clothes in a select shop in Itaewon. This was akin to the original edit shop that gathered street brands in one place.

Critic Online Site Screen

CEO Lee’s prediction that street brands would someday rise to the mainstream has come true. Sales have been continuously growing about twofold every year due to positive customer reviews. Especially, the main customer base of people in their teens and twenties has consistently shown interest in the brand, establishing it as a distinctive look for teenagers from the early 2000s to the present for over 13 years.

They are also dreaming of overseas expansion. CEO Lee said, "Since last year, inquiries from overseas buyers and customers visiting Korea have been steadily increasing," adding, "To respond to purchase inquiries, we opened an English mall using Cafe24’s solution and are continuing sales targeting overseas customers." He explained that they are also considering direct entry into the Southeast Asian market, which has high fashion potential. In the first half of this year, they plan to launch a new brand based on a different mood from street brands.

As Critic approaches its 15th anniversary next year, CEO Lee’s reflections are special. He emphasized, "We plan to further strengthen the brand’s substance by focusing our capabilities not only on the quality of the items themselves but also on developing new designs," adding, "Based on this, we want to further enhance the value as a street brand representing Korea."