Shinsegae International Opens Enfants Riches Deprimes Flagship Store Near Dosan Park
Brand's Second Standalone Store Globally, First in Asia
Accelerating Domestic Expansion
Shinsegae International announced on May 23 that the American luxury brand 'Enfants Riches Deprimes', which it imports and sells, has opened a flagship store near Dosan Park in Seoul. This is the brand's second standalone store in the world after the Marais district in Paris, and the first in Asia.
Enfants Riches Deprimes is a luxury unisex brand founded in 2012 by artist and designer Henry Alexander Levy. The brand has attracted the attention of world-renowned musicians, artists, and fashion enthusiasts who value individuality, thanks to its meticulously handcrafted collections and artistic graphic designs. All products are produced in limited quantities, emphasizing rarity and uniqueness.
The new store spans two floors, with founder Henry Alexander Levy directly involved in the architecture and interior design, and New Zealand architectural studio Fearon Hay responsible for the design. By utilizing natural lighting and other elements, the space creates the brand's signature unfamiliar and sensuous atmosphere.
Inside, the store features Henry Alexander Levy's personal art collection as well as a diverse range of works by world-renowned artists such as Wallace Berman. At the entrance, a vintage door by Jean Prouve, a designer who represented 20th-century France, has been installed.
Korean traditional elements are also incorporated throughout the space. On the second floor, a credenza designed by Henry Alexander Levy and inspired by a traditional Korean bandaji chest is on display. The staircase features 100-year-old traditional Korean wood, highlighting the store's unique local character.
The flagship store offers the brand's signature menswear line as well as the womenswear line introduced last year. This season's collection draws inspiration from resistance to oppression and capitalism in contemporary society. Through rugged silhouettes, bold exposure, and vintage textures, the brand expresses its signature rebellious yet sophisticated sensibility.
To commemorate the store opening, 'Seoul Exclusive' products are also being introduced. Special editions of Enfants Riches Deprimes' iconic items, including leather jackets, graphic T-shirts, and studded belts, have been produced and released.
A Shinsegae International representative stated, "As the only store in Asia, we have created a space that fully embodies the brand's identity," adding, "Starting with the opening of the flagship store, we plan to actively expand our business in Korea."
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