[Global Hit Item] Holynumberseven, K-Fashion 'Storm'..."Good and Hip"

Eco-friendly and Upcycling Materials
Worn by Lee Joon-gi, Yoo Jae-suk, and Others
Accelerating Global Market Expansion

Song Hyun-hee and Choi Kyung-ho, co-CEOs of Holy Number Seven. [Photo by Cafe24]

"Holy Number Seven aims for hope and positivity rather than negativity. We focus on conveying a good message while showing that it can be hip and cool."

Choi Kyung-ho and Song Hyun-hee, co-CEOs of Holy Number Seven, said in an interview with Asia Economy on the 1st, "Our main lineup is 'Enjoy Your Meal.' We create food models using discarded materials or fabrics, then graphicize them and incorporate them into fashion," adding, "This campaign started to change perceptions about waste, and we strive to use eco-friendly and upcycled materials as much as possible."

Korean Wave stars also favor Holy Number Seven products. CEO Song said, "After launching the brand in 2017, actor Lee Joon wore our trench coat, and during the mixed group Ssaksseuri's activities in 2020, broadcaster Yoo Jae-suk attracted attention by wearing a firefighter jumpsuit," introducing, "items like the ball cap inspired by the spear of Longinus from the Bible have also consistently been loved by celebrities."

As the collection was showcased at fashion shows and word of mouth spread, overseas consumers and buyers have shown great interest. CEO Choi emphasized, "To meet the increased overseas demand, we opened and operate our global direct-to-consumer (D2C) mall built on the global e-commerce platform Cafe24 in English, Japanese, and Chinese," adding, "More than 70% of our total sales come from overseas markets."

The success of K-content is also positively influencing the success of K-fashion. CEO Song said, "With the hits of BTS and Squid Game, we are receiving many inquiries from buyers in Europe and the U.S. Our sales have been doubling every year," and revealed, "When we first launched the brand and tried to enter a New York showroom, we were rejected, but one or two years later, they contacted us again wanting to work together."

Holy Number Seven plans to further accelerate its global market expansion. CEO Choi expressed, "From the second half of this year, we want to actively enter overseas markets like Paris and New York," and added, "We also want to do something to help junior designers who might struggle like we did when we first introduced the brand."