Under the Radar is Highsnobiety’s weekly celebration of upcoming talent. Each week, we’re spotlighting a brand that’s bringing something new to the worlds of streetwear and fashion.
Over the past few years, South Korea has been in the spotlight for its game-changing cultural and commercial exports. Its beauty products have encouraged men and women alike to incorporate a 10-step skin care routine into their daily lives, its movies and TV dramas have become cult favorites among millennials, and all that’s even before we discuss the behemoth that is K-pop.
In fashion, pop sensations BTS are currently rocking tour outfits by Kim Jones’ Dior while several homegrown labels are challenging perceptions of South Korean conservatism through excitingly non-conformist designs.
WWWM is a young brand from Seoul that launched internationally in 2018. Spearheaded by an anonymous team of creatives, the brand makes garments notable for their use of transparent materials, with workwear-oriented details and technical outerwear with adjustable volumes.
WWWM’s Fall/Winter 2019 collection reinterpreted classic wardrobe staples. Classic suits cut with slightly oversized proportions came in a wearable daytime shade of light beige and a more head-turning purple option for night. Elsewhere, workwear pants with a generous leg were rendered in orange, beige, and gray, while anorak-style sport jackets received a fleece trim on the shoulder and raincoats arrived in transparent plastic with black corded sleeves and lining.
One of the label’s key elements is its technical outerwear, which envelops the body in toasty down with a surplus of material hanging over the front for extra volume, as seen below in fire engine red and shamrock green.
The team behind WWWM call themselves a “new generation,” promising collaborations and a world tour via a global series of pop-ups in 2019.