Artists across all genres have realized music’s unique ability to inspire change and often use their music to advocate for a variety of social causes, including environmental awareness. In the last few years, several K-Pop artists and agencies have contributed to the sustainability movement by means of the music they produce. Girl group Dreamcatcher addressed environmental concerns with the release of their song “MAISON”, with powerful lyrics that urge listeners to break their environmentally detrimental habits and show the earth the love it deserves before it’s too late. Weeekly also promoted living more sustainably through their song “My Earth”, which tells listeners to not lose hope and encourages them to do what they can, no matter how small, to protect the planet.
Music videos have also served as a growing platform for K-Pop artists to promote sustainability, with girl group MAMAMOO leading the way. The music video for their 2019 song “HIP” was the first K-Pop music video to visually address climate change, depicting member WheeIn at an climate rally as part of a crowd calling for action be taken to save the earth. The lyrics of the song focus on embracing your true self and the video encourages viewers to stand up for what matters to them, including sustainability. As part of their 2022 Winter SMTOWN online event, SM Entertainment also harnessed the power of visual advocacy with the debut of the music video for “The Cure”, a song featuring various SM artists with lyrics centered around environmental sustainability.
These K-Pop songs have set the precedent for other artists on how to lyrically and visually address environmental issues and the need for sustainable actions. Through thought-provoking lyrics, symbolic imagery and powerful music videos, they bring attention to pressing environmental issues and encourage their audience to reflect on their impact on the planet. By spreading awareness through their music, K-Pop artists help foster a sense of responsibility among their fans to contribute positively to the environment.
The K-Pop industry as a whole is also starting to take greater responsibility for its power to enact positive environmental change. One major player working towards improved industry sustainability is South Korea’s representative music chart, Circle Chart (formerly Gaon Chart). As part of their rebranding, Circle Chart will adjust their rankings to put greater emphasis on digital downloads and streams, with digital indexes serving as the main chart instead of physical album sales. Since it has become common for K-Pop fans to engage in bulk buying for the purpose of bolstering their favorite artist’s chart rank, this shift will hopefully result in at least a partial reduction in bulk buying since physical album sales will play a lesser role in chart ranking.
The Korea Music Content Association (KMCA) is also planning on creating a new music chart, tentatively called the “Clean Chart”, that will rank K-Pop albums based on their environmental sustainability. This will be the first music chart in the world to factor in a music release’s eco-friendliness. Speaking about the goal for the chart, KMCA’s Secretary General Choi Kwang-ho shared:
“Until now, only a few agencies individually made efforts to make their albums more environmentally friendly…Now, we hope to lead the entire K-pop industry to start using eco-friendly ingredients for albums or switch to digital albums.”
He also discussed CIRCLE CHART’s plans to begin organizing various events and concerts with K-Pop artists, centered around environmental sustainability advocacy. The first of these events, Moving the World with Music (MWM), is designed to bring companies, organizations and fans from all over the world to discuss the current state of the K-Pop industry and set actionable goals to improve environmental sustainability. MWM had its inaugural conference in early 2023 and aims to become a large-scale, annually held event.
Beyond their music, many K-Pop agencies and artists are also actively engaging in eco-friendly campaigns and initiatives. Some participate in environmental projects, such as beach cleanups or tree planting events, to directly contribute to conservation efforts. Others collaborate with environmental organizations or support eco-friendly causes, using their influence to mobilize fans and generate positive change.
SM Entertainment continues to lead the way, becoming the first Korean entertainment company to join the UN Global Compact (UNGC) in June 2022 as part of the company’s initiative to strengthen its environmental, social and governance (ESG) management. BTS has also been actively involved in a variety of eco-friendly campaigns and initiatives. Serving as South Korea’s “special presidential envoy for future generations and culture”, the group attended the UN General Assembly for the 3rd time in 2021, where they discussed the importance of actively addressing various global issues, including climate change. On a more commercial level, BTS has partnered with several major companies, including Samsung, Hyundai and Formula E to promote different environmental campaigns and eco-friendly products. BLACKPINK has also engaged in the climate change discussion on a global scale, serving as the designated goodwill ambassador for the UN Climate Change project. As official UN Sustainable Development Goals (SDG) advocates, the group spoke about the importance of combating climate change during the NY UN General Assembly as well as the 26th and 27th United Nations Climate Change Conferences.
Many other K-Pop artists have also engaged in sustainability initiatives. Solo artist Jay Park participated in “24 Hours of Reality”, part of Al Gore’s (former US VP) Climate Reality Project, in 2016 and 2017. The annual event spends 24 hours highlighting the importance of combating global warming and features a mix of discussions, presentations and performances from sustainability experts and eco conscious celebrities. MINZY (formerly of 2NE1) also performed at the 2017 event and joined another K-Pop artist, Eric Nam, in a discussion about the negative impact of climate change and ways to reduce this impact. On a more local level, singer and actor Park Jihoon (formerly of Wanna One) was appointed by Korea’s Ministry of Environment as a climate change ambassador in 2019. As an ambassador, he actively promoted Korean governmental climate change policies while participating in public advertisements and campaigns that encouraged living more sustainably.
The Kstars 4 Climate campaign, sponsored by the British Embassy Seoul, was launched in conjunction with Earth Day 2021. The campaign featured 31 K-Pop artists, including DAY6’s Wonpil, BTOB’s Eunkwang, OH MY GIRL’s Hyojung in addition to AB6IX, THE BOYZ, Weeekly and ATEEZ. During the campaign, the artists shared their thoughts on climate change through various interviews and even created sustainability-themed T-shirts with thought-provoking taglines for fan giveaways. Each artist spoke to the importance of addressing climate change in the present and urged fans to take action in their daily lives to live more sustainably.
Some idols have also worked to promote eco-friendly living on a more personal level. In a recent vlog, Nayeon of TWICE spoke about her recent revelation on the negative impact plastic can have on the environment and on our bodies. She went on to tell fans about her new goal to reduce her plastic consumption in her daily life. Chuu (formerly of LOONA), started a YouTube channel at the end of 2020 called “지켜츄 Chuu Can Do It” in collaboration with creator management agency DIA TV. The channel has more than 1.3 million subscribers and highlights Chuu’s daily activities, with a lot of the content specifically dedicated to encouraging viewers to engage in eco-friendly initiatives.
Whether it's on a global or personal scale, more and more K-Pop artists are doing what they can to express the gravity of climate change and the need for fans to take immediate action to counteract it. Some advocate for sustainability initiatives while others support eco-friendly production and consumerism. Regardless of their approach, these artists have set a precedent for other artists on how to use their platforms to promote ecoconsciousness to their fans. Many fans have a deep adoration for their favorite artists and are greatly influenced by those artists’ words and actions. With this tremendous influence comes a great level of responsibility, making K-Pop artists well positioned to use their voices to inspire fans to make meaningful environmental change.
Dedicated fans are at the heart of K-Pop’s commercial success and rise to global prominence. In addition to financially supporting their favorite artists, these fandoms have repeatedly showcased their collective strength when it comes to social change, including environmental issues. When it comes to climate change, many fans have become very outspoken, calling on artists and agencies to acknowledge the industry’s negative environmental impact and to more actively embrace eco-friendly initiatives.
Simple but impactful, a sustainable initiative many K-Pop fans have actively participated in is tree planting. One of the earliest social ventures utilized by eco-conscious K-Pop fans was Tree Planet. Based in Korea, the organization launched a project called ‘Star Forest’ which established forests and named them after the donator’s favorite celebrity. Roughly 40 forests were planted through this project all around the globe, honoring a wide variety of celebrities including many K-Pop artists like SHINee, BIGBANG and Girls’ Generation. More recently, fans have started partnering directly with the Seoul Metropolitan Government for celebrity forest projects. A new 10,000 square meters reserve is planned for Nanji Hangang Park in the Mapo District of Seoul and will be specifically dedicated to planting trees donated by fans in support of their favorite 'hallyu' stars. Seoul’s celebrity forest initiative began as part of the city’s urban development project in 2013 with the goal of beautifying the city’s landscape while also improving overall air quality. Currently 588 different forests have already been approved, equaling almost 180,000 trees. The city hopes these forests will serve as a reminder to citizens about the importance of sustainability while honoring some of South Korea’s most loved celebrities.
Another K-Pop fan collective that has proven particularly powerful is Kpop4Planet. Founded in March 2021 by a small group of Indonesian K-Pop fans, the organization has grown tremendously, gaining global support and successfully executing 7 different climate campaigns focused on a variety of environmental issues. One of their most well known campaigns was their “No K-Pop on a Dead Planet” campaign. The campaign, bluntly but aptly named, centered around informing K-Pop agencies of the environmental crisis the industry was causing with a specific focus on the detrimental impact of plastic use in album production. This campaign received national recognition in December 2021 during the “Sustainable K-Entertainment Conference'' at Seoul’s National Assembly. At this event, 10,000+ K-Pop fans from 83 countries called on South Korea’s major entertainment companies to use their global influence for good and do their part to combat climate change. The organization’s efforts have proven impactful and Kpop4Planet was even given a spot within the Korean pavilion at the 2022 United Nations Climate Change Conference (COP27), where they urged the international K-Pop fan community to actively join the fight against climate change. The organization has since drawn the direct attention of the South Korean government and has been formally invited to engage in discussions with the music industry to discuss eco-friendly alternatives.
In this exploration of eco-friendly initiatives within the dynamic world of K-Pop, we've uncovered a growing narrative of sustainability, environmental awareness and ethical responsibility. While there is still ample opportunity for improved sustainability and greater environmental advocacy within K-Pop, the industry is experiencing a tangible shift, driven by artists, agencies and an increasingly environmentally aware fanbase. To maintain this momentum, it is imperative that artists, agencies and other major industry players push beyond promises for future sustainability and actively work to implement genuine, impactful environmental change in the present. By promoting sustainability, the K-Pop industry can set an example for other entertainment sectors by demonstrating the positive influence music can have on shaping a more eco-conscious world.
]]>As environmental awareness continues to grow among consumers and companies alike, sustainability has become an increasingly important topic across many industries. This has proven especially true within the music industry as it works to shift towards improved sustainability and more eco-friendly practices. One genre where the need for greater sustainability has become particularly apparent is the K-Pop industry.
Originating in South Korea, K-Pop has quickly become a global phenomenon, captivating audiences worldwide with its catchy tunes, impressive choreography and visually stunning performances. With a massive global fanbase, K-Pop stars hold significant influence over their dedicated fans, allowing them to leverage their platform to make a positive impact on various social and environmental issues. However, having such a large and dedicated fanbase has come with some negative consequences as well, especially regarding the environment.
Since its inception, the success of K-Pop artists and their agencies has been closely tied to several actions that are inherently detrimental to the environment. Financial and industry success are often directly correlated to the mass production of physical albums, high volume sales of consumer goods and large scale live events. As awareness grows among fans, artists and agencies regarding the harmful impact the K-Pop industry currently has on the environment, a push for greater sustainability seems to be taking hold. From reducing carbon footprints to promoting ethical merchandising and sustainable fashion, the K-Pop industry is searching for ways to make more meaningful, positive contributions to the environment.
In this blog, we will explore eco-friendly initiatives within the K-Pop industry while highlighting areas for continued growth. We will examine how artists and agencies are incorporating sustainability into their practices and using their influence to promote environmental awareness. From sustainable fashion choices and eco-conscious concerts to ethical merchandising and environmental advocacy through music and lyrics, we will uncover different ways the K-Pop industry is going green.
Over the last few years, there has been a noticeable surge in eco-consciousness among K-Pop artists and agencies. As public figures with significant influence, they are increasingly recognizing their responsibility to address environmental issues and act as role models for their fans. This heightened awareness has been fueled by a growing global concern for the environment and the dedication of socially conscious fans who actively push for sustainable practices within the industry.
The shift towards more eco-friendly initiatives within the K-Pop industry can be attributed to several factors. As they grow increasingly aware of the urgency and importance of sustainability, artists and agencies are experiencing a greater sense of responsibility to contribute positively to society and the environment. They understand that their actions have a ripple effect and can inspire positive change among their millions of fans. The rise of social media and increased transparency have also allowed fans to demand greater sustainability efforts from their favorite artists and agencies. This fan-driven demand has encouraged the industry to embrace eco-friendly initiatives, recognizing the importance of catering to the values and concerns of their dedicated fanbase.
The fashion industry is notorious for its detrimental impact on the environment, contributing to issues like resource depletion, pollution and unethical labor practices. Over time, K-Pop has become closely intertwined with the fashion industry, playing its own role in this environmental struggle. Whether they’re buying branded merchandise, mimicking their favorite artist’s outfit or just looking to add more K-fashion pieces to their wardrobe, consumer demand from K-Pop fans has resulted in a significant increase in fast fashion production. In an effort to combat the negative impacts of fast fashion, some K-Pop idols are starting to take a more active role within the sustainable fashion movement.
Sustainable fashion emphasizes the use of eco-friendly materials, ethical manufacturing processes and designs that prioritize longevity and recyclability. On a larger scale, sustainable fashion is working to completely revolutionize how the market approaches the creation, consumption and disposal of clothing goods. The trickle down effect of this movement can be felt throughout the music industry, including K-Pop. By more actively embracing sustainable fashion, many K-Pop artists and agencies are working to reduce their environmental footprint and promote responsible consumption among their fans.
Over the last few years, sustainable fashion has gained increased visibility and popularity among some of the world’s most famous K-Pop groups. On an international scale, the Grammy-nominated K-Pop group BTS helped place a major spotlight on sustainable fashion during the 76th United Nations General Assembly, where they wore upcycled suits designed by the Korean eco-friendly fashion brand RE;CODE. It is also becoming increasingly common for K-Pop artists to partner with eco-friendly fashion brands on a smaller scale, with many artists serving as models at runway shows for a variety of sustainable brands, including HOLY NUMBER 7 and UL:KIN.
One example of this was HOLY NUMBER 7, who partnered with K-Pop boy group A.C.E during the SS22 Seoul Fashion Week, featuring two of the group’s members (Kim Byeongkwan and Kang Yuchan) as models for the label’s newest collection. More recently, HOLY NUMBER 7 has also collaborated with boy group DKZ to create a line of eco-friendly apparel. Sustainable K-Pop collabs have even made their way to New York Fashion Week. One of NYFW’s most notable runway collabs was UL:KIN’s partnership with K-Pop artist DK (member of iKON), who served as a model for the brand’s SS 2023 collection.
More and more K-Pop idols are also working to promote eco-friendly fashion choices on an industry-level by increasingly incorporating sustainable clothing into their music videos and performances. This trend can be seen across some of the industry’s biggest agencies, including SM Entertainment, HYBE and JYP Entertainment. NCT, SM’s largest boy group, has become well-known for their innovative music and fashion, with sustainable fashion playing a large role in the group’s “culture technology” concept. The group frequently partners with KANGHYUK, a Korean fashion brand that specializes in upcycling defective airbags into futuristic clothing, and has been spotted wearing the brand’s apparel for various video and live performances. KANGHYUK has also partnered with HYBE on several occasions through collaborations with BTS, including member SUGA’s “Shadow” music video as well as outfits for the entire group during one of their Permission to Dance Tour performances.
Within women’s fashion, Popsiz has been making a big splash in the world of sustainable clothing and K-Pop. Another Korean-based sustainable clothing brand, Popsiz has gained significant recognition through collaborations with some of the industry’s biggest female K-Pop groups. Red Velvet, one of SM’s female groups, partnered with Popsiz for the title track music video from their album Queendom. Almost every outfit seen in that music video is a Popsiz design that utilizes upcycled materials. Popsiz has also partnered with many other popular female groups including TWICE, Weeekly, IVE and ITZY.
From wearing outfits made of recycled or upcycled materials to collaborating with sustainable fashion brands, K-Pop artists are using their visual presentations as a platform to promote eco-conscious fashion. These fashion choices are not only raising awareness among fans but also setting a positive trend within the industry, inspiring others to follow suit.
Another way the K-Pop industry is working to minimize its carbon footprint is by utilizing more eco-friendly initiatives at concerts and events to reduce the environmental impact of large-scale performances. K-Pop concert organizers are increasingly implementing eco-friendly practices such as waste reduction, recycling programs and energy-efficient technologies. By actively considering the environmental consequences of their events, they are working to create memorable experiences for fans while minimizing harm to the planet.
One of the most notable executions of an eco-conscious K-Pop event was the 11th Gaon Chart Music Awards. Hosted in 2022 at the Jamsil Arena in Seoul, this event was organized by the Korea Music Content Association (KMCA) with a special focus on sustainability. To bring attention to the event’s environmental campaign, the KMCA handed out eco-friendly paper water bottles to the audience and all of the performers in an effort to reduce the amount of single-use plastics used. The event’s three celebrity MC’s also formally introduced the environmental concept of the campaign to the audience. Following the event, the KMCA’s Secretary General Choi Kwang-ho, shared that this event marked the beginning of the company’s ongoing sustainability movement. During an interview with The Korea Times, Choi said that:
As a major player in the world of K-Pop, KMCA’s dedication to increasing eco-friendly efforts is an encouraging step towards improved industry-wide sustainability. Nevertheless, industry and environmental experts agree that sustainable practices need to extend beyond waste management at concerts. Event organizers can adopt eco-friendly stage designs and utilize materials that are reusable, recyclable or made from sustainable sources. Lighting systems can be upgraded to energy-efficient LED technology in order to reduce energy consumption while maintaining the dazzling visual spectacle K-Pop is known for. There is also ample opportunity to revamp overall production practices to better prioritize sustainability, including responsible sourcing of equipment and materials, efficient logistical planning to minimize transportation-related carbon emissions as well as the creation of sustainable merchandise.
While some may have concerns that implementing such initiatives will negatively impact future K-Pop performances, musical artists from other genres have proven that sustainability and quality can coexist within live event execution. British rock band Coldplay has set a particularly impressive precedent by going climate-positive during their 2022 Music Of The Spheres tour. To reduce the tour’s carbon footprint, the band implemented numerous sustainable initiatives, including planting a tree for every ticket sold and even partially powering each show by setting up electricity-generating bikes for the audience to ride. With innovative examples to follow and a large sphere of influence, the K-Pop industry is well-positioned to significantly reshape their approach to events and performances to better serve the environment.
Merchandise plays a particularly crucial role in K-Pop for agencies, artists and fans. Unfortunately, it is also currently one of the industry’s leading sources of pollution. The genre’s business model has become heavily tied to merchandise sales, developing a particularly strong dependence on physical album sales. The sale of albums serves as a key source of revenue for K-Pop agencies, which has led many companies to publish multiple versions of each album in an effort to encourage fans to bulk buy to collect each version in the set. These albums also often contain collectible items like photo cards and posters. Sometimes album purchases will even be counted as raffle entries to various fan events, directly tying a fan’s odds of winning to the number of albums they buy. The importance of album sales is further reinforced by the industry’s evaluation system, which currently uses physical albums sales as a contributing metric to music chart rankings and even certain industry awards.
All of these factors encourage K-Pop fans to mass purchase physical albums, which in turn creates a large amount of waste. In addition to most albums being made from nonrecyclable packaging, many albums often end up in the trash or even littered along the streets after fans have removed their desired collectibles from the albums or received their raffle entries. This cycle is particularly concerning considering how rapidly global K-Pop albums sales are growing, with total sales from the top 400 albums reaching almost 60 million in 2021 alone. With the popularity of K-Pop on a seemingly exponential rise, these environmentally destructive purchasing behaviors should be cause for serious concern among sustainability experts, fans and the K-Pop industry as a whole.
While the sale of physical K-Pop albums is unlikely to fade away anytime soon, sustainable packaging solutions are gaining greater traction in the K-Pop industry as agencies seek to reduce waste and environmental harm. Some solutions already being implemented include using biodegradable or recyclable materials, minimizing excess packaging and employing innovative designs that maximize utility while minimizing environmental impact. CHUNG HA (formerly of I.O.I) has been a particularly outspoken supporter of the sustainability movement in South Korea, frequently speaking out about the country’s plastic crisis and K-Pop’s role in contributing to this waste. In 2021, she took her advocacy to the next level and created one of the genre’s first eco-friendly albums with the release of her first full-length album, Querencia. To reduce each album’s carbon footprint, she used recycled paper for the album case and booklets, packed the albums using paper envelopes and limited plastic use primarily to the lamination of the photo cards.
Since the release of Querencia, many other artists and agencies have taken their own steps towards improved sustainability when it comes to album production. Some of the industry’s top agencies, including SM Entertainment, YG Entertainment, HYBE and JYP Entertainment are helping to lead the way. For example, SM focused on the after-life of the album when manufacturing NCT DREAM’s Glitch Mode and Beatbox albums, utilizing biodegradable materials that don’t release volatile organic compounds. YG has also been upping their album sustainability game with multiple of their artists, including Mino’s (member of WINNER) 2021 album TO INFINITY. This album was made using eco-friendly, Forest Stewardship Council (FSC) certified paper, low-carbon paper and bean oil for printing while working to minimize harmful chemicals like isopropyl alcohol and benzol. More recently, YG also utilized materials like biodegradable plastic and soybean-oil ink to create more eco-friendly packaging for BLACKPINK’s 2022 Born Pink album.
HYBE took their eco-friendly initiatives to the next level by creating digital album packages. In 2022, the initial release of j-hope’s (member of BTS) album, Jack in the Box, was released exclusively online, with each purchaser only physically receiving a cardholder, photo card and QR card to access the digital album. HYBE has taken a similar approach with some of their other artists, including SEVENTEEN and NewJeans, creating a new category of digital-only albums (dubbed the “Weverse album” version) that are sold as an alternate option to the traditional physical versions for each album. This approach provides fans with the opportunity to reduce their plastic consumption while still receiving their beloved photo card collectibles. JYP Entertainment has taken note from HYBE’s approach, announcing in August 2022 that they are working to revamp their album production plan to significantly improve their environmental stewardship. They plan to do so by reducing physical album waste, utilizing more eco-friendly production materials and providing fans with more digitally-focused album content.
Smaller companies like IST Entertainment are also setting an important example for the future of sustainable K-Pop album culture. VICTON’s 2022 Chronograph album marked the beginning of IST Entertainment’s journey towards greater album sustainability. In addition to the traditional version of the album, an eco-friendly, digital-only album package was created, granting fans access to music videos, video messages and the digital version of the album through an online code while substantially reducing production waste. Regarding this shift, an IST Entertainment official shared that:
“It was a huge consideration for us (to come up with the eco-friendly album) amid fans’ demand to tackle environmental issues. We were also aware of the issue and have also had in-depth discussions on environment-related problems including albums being thrown away…In line with the recent trend of a reduced number of people listening to music through physical CDs, we tried to come up with the best idea to provide listeners easy access while owning the album…Since we have received a lot of positive feedback among fans, we’ll continuously consider eco-friendly albums in a positive light.”
Since the release of Chronograph, IST Entertainment has held true to this mission and now releases multiple album types for all their artists (THE BOYZ, Weeekly, etc.), including a “platform” album package, which provides an online code for the digital version of the album while still including physical photocards.
K-Pop merchandise holds a special place in the hearts of fans, making ethical merchandising practices a crucial aspect of the industry’s eco-friendly initiatives. Fans' love for their favorite artists is often expressed through the purchase of branded merchandise and by promoting ethical merchandising the industry can channel this enthusiasm into positive action. Ethical merchandising encompasses fair labor practices, sustainable sourcing and transparent supply chains, ensuring that the production of merchandise aligns with environmental and social responsibility. By putting a greater focus on adopting sustainable packaging and reducing waste production, K-Pop agencies of all sizes are working to better implement eco-friendly initiatives and set an example for the broader entertainment merchandise market.
While album waste production is currently one of the industry’s most pressing issues, K-Pop agencies also have the opportunity to make the rest of their physical merchandise more eco-friendly. Sustainable materials, such as organic cotton, bamboo, recycled polyester and even plant leather, can be utilized for clothing items and accessories. Eco-friendly manufacturing processes that prioritize water and energy conservation can also be utilized during the production process. By offering eco-conscious merchandise options, K-Pop agencies empower fans to express their support in a manner that aligns with their values.
The transition to increasingly sustainable merchandise will take a significant amount of time, effort and monetary investment on the behalf of K-Pop agencies, but their target market is primed for this shift. Many K-Pop fans are already actively advocating for greater sustainability and many more are positioned to become future green consumers. It is up to the industry to set the precedent for what it means to be a sustainability-minded K-Pop fan through the creation of eco-friendly merchandise alongside active, genuine advocacy from artists about the importance of living more sustainably…
Stay tuned for Part 2, coming soon!
The Hallyu wave, largely fueled by the meteoric rise of K-Pop, has led to the growingly global popularity of many aspects of Korean culture, including K-fashion. Over the last three decades, South Korea has established itself as an increasingly influential force within the global fashion industry. However, this rise in consumer demand for K-fashion has inevitably led to more widespread adoption of fast fashion practices, ultimately leading to increased consumer waste and higher pollution output as production ramped up to keep pace with market demand.
South Korea certainly isn’t alone in its struggle to balance economic growth with eco-consciousness, but it is actively working towards solutions to better bridge this gap. These efforts have been particularly visible within the fashion industry, with South Korea emerging as a dynamic hub for the growing sustainable fashion movement in recent years. With a fusion of creativity, innovation and a deep respect for the environment, South Korea has become a trailblazer in redefining the future of fashion, captivating the attention of fashion enthusiasts and eco-conscious individuals alike. As the world becomes increasingly aware of the environmental and social impact of the fashion industry, South Korea continues to embrace change, spearheading a transformative journey towards a more ethical and eco-friendly future.
In this blog post, we’ll take a deeper look into the sustainable fashion movement in South Korea. Delving into the core aspects that define the new era of K-fashion, we’ll explore some of the key players and influencers shaping the industry along with innovative clothing practices and sustainable materials that are driving change. From eco-friendly manufacturing processes and responsible sourcing to circular fashion initiatives, these trailblazers are redefining the rules of the industry and inspiring change far beyond the borders of South Korea. Beyond the realm of creativity and design, we’ll also review the role that government initiatives and policies have had in bolstering the sustainable fashion movement in South Korea. Lastly, we’ll examine the pivotal role of South Korean consumers, whose growing awareness and demand for eco-friendly and ethically produced clothing are shaping the landscape and empowering positive change.
The sustainable fashion movement in South Korea continues gaining momentum as both consumers and brands become increasingly aware of the negative environmental and social impact of the traditional fashion industry. With an emphasis on transparency, ethical practices, and eco-conscious design, a new era of sustainable South Korean fashion brands are working to disrupt and reshape the industry landscape. This movement draws much of its inspiration from the country's rich cultural heritage, incorporating traditional craftsmanship and infusing it with modern sustainability principles.
South Korea's commitment to sustainability goes beyond the surface level, as it seeks to address systemic issues such as overconsumption, waste and labor rights. This dedication has led to a dynamic ecosystem of sustainable fashion, with South Korea becoming a hotbed of innovation and creativity, attracting attention from global fashion enthusiasts and industry insiders alike. The widespread reach of sustainable K-fashion is becoming increasingly visible on the world stage as Korean brands like UL:KIN gain greater recognition at renowned events like New York Fashion Week.
In the realm of sustainable fashion, South Korea boasts a diverse range of key players and influential figures who are driving the movement forward. Korean fashion brands and designers have embraced sustainability as a core value, infusing their collections with eco-friendly materials, ethical production processes and responsible business practices. Bigger brands like UL:KIN and PARTsPARTs have gained global recognition for their commitment to sustainable fashion, creating garments that combine aesthetics with a low environmental footprint. On a more local level, smaller brands like Pado of Seoul and Eclatto have helped champion upcycled and circular fashion by transforming discarded materials into innovative and stylish pieces. Frequently collaborating with local artisans to showcase traditional craftsmanship while promoting fair trade principles, Korean brands of all sizes are providing the market with desperately sought after eco friendly alternatives.
Korean celebrities and influencers have also played an important role in the growing interest in sustainable K-fashion. Artists in the K-Pop music industry have played a particularly large role in popularizing sustainable brands. Whether they’re posting selfies online or modeling on the runway, K-Pop artists have become synonymous with cutting edge fashion. Some artists like BTS, ATEEZ and NCT 127 have used their influence to promote eco-friendly Korean brands to their fans, encouraging them to embrace sustainable fashion and sustainable living as a whole. Artists like these, along with many other key players and influencers, have helped put South Korea on the global map of sustainable fashion, catalyzing positive change within the industry and inspiring others to follow suit.
Sustainable clothing practices have become central to the ethos of many South Korean fashion brands. Embracing eco-friendly manufacturing processes is one way these brands minimize their environmental impact. Many adopt innovative techniques such as waterless dyeing, which reduces water usage and eliminates toxic chemicals. Similarly, eco-friendly printing methods that use natural dyes derived from plants or non-toxic pigments are gaining popularity. These innovative brands also prioritize ethical sourcing, ensuring that materials are obtained in a manner that respects human rights and promotes fair trade principles.
From responsibly sourced organic cotton to recycled fibers to plant-based vegan leathers, these brands actively seek out sustainable alternatives to conventional materials. Circular fashion initiatives have also taken root in South Korea, with brands introducing rental services, encouraging clothing swaps and incorporating upcycling into their design processes. By embracing such practices, South Korean fashion brands are making significant strides towards a more sustainable and circular fashion economy.
South Korea is at the forefront of sustainable material innovations in the fashion industry. Brands and researchers are exploring a wide range of eco-friendly fabric alternatives that minimize environmental impact. Organic cotton, grown without harmful pesticides and fertilizers, has gained popularity as a sustainable choice for clothing production. Hemp, known for its durability and low water requirements, is another emerging sustainable textile in South Korean fashion. Bamboo, with its rapid growth and natural antibacterial properties, has also become a favored material for its sustainability credentials.
Additionally, recycled fibers, such as those derived from plastic bottles or textile waste, are being used to create new fabrics, reducing the strain on natural resources. South Korean fashion brands are also embracing cutting-edge technologies, such as fabric made from food waste or plant-based textiles like Piñatex®, derived from pineapple leaves. These innovative materials not only showcase South Korea's commitment to sustainability but also demonstrate the potential for future advancements in the global fashion industry.
The South Korean government has played a pivotal role in fostering the sustainable fashion movement through various initiatives and policies, especially with the recent passage of their Green New Deal legislation. Recognizing the importance of sustainable practices, the government has implemented regulations and guidelines to encourage fashion brands to adopt eco-friendly and ethical manufacturing processes. For instance, they have set standards for eco-labels and certifications that help consumers identify sustainable products. The government also provides financial support, grants and resources to support research and development in sustainable industries, including fashion.
Collaborations between the government, fashion industry stakeholders and academia have been established to promote knowledge exchange and innovation. Moreover, the government has encouraged international collaborations and partnerships to expand the global reach of South Korean sustainable fashion. These initiatives and support from the government have created an enabling environment for sustainable fashion to thrive, elevating South Korea's position as a leader in this space.
South Korean consumers have emerged as powerful drivers of the sustainable fashion movement. Increasingly, consumers are demanding greater transparency, ethical production and eco-friendly options from fashion brands. Social media platforms have become a catalyst for spreading awareness and encouraging responsible purchasing decisions among South Korean consumers. Influencers and celebrities who endorse sustainable fashion have further amplified its popularity. The younger generation, in particular, is actively engaged in promoting sustainable practices, with student-led campaigns advocating for ethical fashion choices.
Consumer preferences are shifting towards quality over quantity, favoring timeless designs that can be worn for longer periods. Conscious consumption is becoming the norm, as South Korean consumers seek out brands that align with their values and offer sustainable alternatives. Their support and demand for sustainable fashion have not only shaped the local market but have also had a positive impact on the entire industry.
Despite the remarkable progress of the sustainable fashion movement in South Korea, several challenges lie ahead. Scaling up sustainable practices to meet the demands of a growing industry remains a significant hurdle. Sourcing sustainable materials in sufficient quantities and at affordable prices can also be a complex task. Building a robust infrastructure to support sustainable production processes and supply chains is essential. Furthermore, changing consumer behavior and fostering a culture of conscious consumption on a larger scale requires continued efforts.
However, the future outlook for the sustainable fashion movement in South Korea is bright. Technological advancements, collaborations between industry players and continued government support are expected to drive further innovation and growth. As sustainability becomes increasingly integrated into the fabric of South Korean fashion, the industry is poised to make a lasting impact on global sustainability practices.
The sustainable fashion movement in South Korea represents a powerful force for positive change in the fashion industry. With a commitment to eco-friendly practices, ethical sourcing and innovative design, South Korean fashion brands are leading the way towards a more sustainable future. Key players and influencers, along with the support of the government, are shaping a landscape where style and conscience coexist harmoniously. By embracing sustainable clothing practices, exploring new materials and challenging traditional norms, South Korea is setting an important precedent for the global fashion industry.
Check out our EcoBioMaterials page to learn more about the brands and scientific innovations fueling the global sustainable fashion movement!
]]>As KAESA’s founder and lead designer, I’m always on the lookout for innovative, eco-friendly materials to incorporate into KAESA's growing product line. A few weeks ago, my search for new fabrics brought me halfway around the world to picturesque Italy for the Lineapelle Trade Show.
First launched in 1981, Lineapelle has become the most prestigious international exhibition of leather, garments, components, synthetics, accessories and other goods from all over the world. Hosted at the Milan exhibition centre, this event occurs twice a year to showcase summer and winter collections.
Highly regarded for its ongoing leadership in style innovation and quality, Lineapelle has become a cornerstone in the global fabric industry, including sustainable fabrics. At this esteemed exhibition, brands from around the world have the opportunity to showcase their latest fabric innovations and meet with interested designers. This event has become the global standard of fabric exhibitions, showcasing materials from roughly 1,200 companies from more than 40 different countries each year.
In September, I had the opportunity to attend the Lineapelle Trade Show in Milan, Italy and experience the exhibition firsthand. As expected, this event truly was the creme-de-la-creme, showcasing this year’s most innovative and luxurious collections of handbags, shoes, leathers, textiles and other various clothing materials.
Focused on my quest for new eco-friendly materials, I spent most of my time exploring the Sustainable Textiles exhibit. I especially enjoyed visiting the booths that highlighted eco-bio materials made from plants and fruit waste. Three companies that I particularly enjoyed speaking with were Desserto, Natural Fiber Welding and Mabel Industries.
One of the booths I visited was for a company called Desserto. Based in Mexico, Desserto is a world-renowned company that creates sustainable materials from the nopal cactus plant. KAESA has partnered with Desserto for some of our existing handbags, so I really enjoyed finally getting to meet with one of the co-founders, Marte Cázarez, in-person.
During our discussion, Marte spoke with me about the inspiration behind his company and the reasons why he started it. We then had the chance to chat about their new production factory in Italy. With this new factory, Desserto can now craft their trademark cactus leather onsite in Italy. With this expansion, Desserto fabrics will now be more globally accessible, especially in Europe.
Before leaving, I was also able to learn more about their newest collection, which they actually developed in Italy. With rich, earthy tones and unique textures, this new collection showcases their ongoing growth and innovation in the sustainable materials industry.
Another company I met was an American-based company named Natural Fiber Welding. Their company creates materials made from a variety of plants and is committed to being 100% sustainable and petroleum free. We also discussed how they’re partnering with various designers and brands to bring their sustainable materials to life.
While at their booth, I had the opportunity to see some of NFW’s materials in-person and was really impressed with their fabric offerings. Despite being plant-based, the textures, look and feel of each piece were as rich as a traditional leather. This was my first time seeing their fabrics in-person and I loved how seamlessly they were able to blend sustainable innovation with quality craftsmanship.
A third, particularly memorable company I met with was Mabel Industries. Based in Italy, Mabel is a leading manufacturer of synthetic leathers for a variety of industries. But what really drew me to this booth was their cutting-edge, plant-based material called AppleSkin.
AppleSkin is a synthetic leather Mabel produces made from apple waste. They partner with food industries to utilize apple peels and cores that would otherwise be discarded as waste and transform it into an innovative, eco-friendly material. Having now seen these fabrics firsthand, Mabel’s assortment of AppleSkin leathers are truly just as beautiful and durable as traditional leathers. But unlike traditional leathers, AppleSkin is vegan, plant-based and even waterproof.
I loved speaking with Mabel Industries and learning more about their plant-leather journey. It was truly inspiring to see a company that not only strives to create more sustainable fabric options, but is also working to fight food waste in the process.
Although my visit to Lineapelle was fairly short, I was able to walk away from my trip with a renewed sense of creativity and drive. It was truly inspiring to meet with other companies who are working to bring sustainability to the fashion industry. And being able to experience such a variety of beautiful, sustainable materials in-person was a genuine breath of fresh air.
I also left with revived hope for the future after seeing the incredible ways technology is being used to create a safer, more sustainable world. In an age where technology can give new life to plants, fruits and waste materials in the form of sustainable fabric, the opportunities for eco-friendly innovation are nearly limitless. After this incredible experience, I arrived back home feeling more driven than ever to grow KAESA’s presence as a sustainable brand that makes a meaningful and positive impact in the world through eco-friendly products.
If you’d like to learn more about the Lineapelle exhibition, make sure to visit their website for additional information. And don’t forget to check out the 3 awesome companies I met at the event! Learn more by visiting their websites linked here: Desserto, Natural Fiber Welding and Mabel Industries.
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Even if you aren’t into sustainable fashion, odds are you’ve probably heard the term “vegan leather” before. But what does it really mean for something to be considered “vegan” leather? While polyurethane (PU) leather may be the first thing that comes to mind, at its core vegan leather simply refers to leather that doesn’t contain animal skin.
Despite the term “vegan leather” not being introduced to the fashion industry until the 2010’s, the concept of alternative (or faux) leather actually dates back to the 19th century. Over the last two centuries, alternative leather has come in many forms, ranging from paper pulp to vinyl and even silicone. Over the last decade, PU leather has become the go-to alternative leather because it is cruelty-free while still maintaining the durability and visual appeal of animal leather.
However, as the sustainable fashion movement has continued to evolve, many have started to wonder: “can we have a leather alternative that is cruelty-free AND highly sustainable?” It is this question that has inspired designers and scientists alike to reimagine what the concept of “vegan leather” can truly mean.
This quest for greater fabric sustainability has led to the invention of a completely new vegan leather category known as “plant-based leather”. Despite being a fairly new innovation, plant-based leather has already seen rapid growth and is quickly gaining traction in the sustainable fashion movement and beyond. Plant-based leather takes the best of traditional vegan leather and goes a step further by providing consumers with fabrics that are cruelty-free, high quality and sustainably-made.
One type of plant-based leather that has already made significant gains in the sustainable fashion industry is cactus leather, with a company called Adriano Di Marti leading the way with their flagship fabric “Desserto”. Adriano Di Marti is a world-renowned Mexican brand that has developed a sustainable, low-impact process for making vegan leather out of prickly pear cactus leaves.
Founded by Mexico natives Adrián López Velarde and Marte Cázarez, Desserto was born from a mission to create a more sustainable alternative to animal leather. After having worked in the fashion, automotive and furniture industries (which heavily rely on traditional leather production), Adrián and Marte saw firsthand how detrimental the environmental pollution these industries created is and felt driven to do their part to reduce environmental impact.
This determination led Adrián and Marte to leave their jobs and create their company Adriano Di Marti. They dedicated the next two years to intensive research and development, ultimately developing Desserto, a marketable, plant-based leather made from cacti. After creating their finished product, the pair was able to successfully showcase Desserto cactus leather in Milan, Italy in October 2019.
Adriano Di Marti describes Desserto as “the world’s first highly sustainable and environmentally friendly organic material made of Nopal cactus, also known as the prickly pear”. Located in Zacatecas, Mexico, they grow their raw material (cactus) on a ranch that focuses on circular sustainability throughout every step of the production process.
On the ranch, only mature cactus leaves are harvested to prevent damage from occurring to the overall plant. The cactus is also a naturally regenerative plant, so a new harvest is yielded every 6-8 months. To conserve water, the ranch doesn’t have an irrigation system, instead opting to utilize local rainwater and naturally occurring earth minerals. The cacti grown on the ranch are inherently resilient, enabling them to endure both the cold of winter and the scorching summer heat.
Their cactus plantation is perennial, which means they only have to plant the cacti one time to yield a single plantation that will last for roughly 8 years. Cacti also naturally regenerate soil, which in turn lessens the need for land use change, reducing overall soil degradation and terrestrial CO2 emissions. In addition to having a low-impact growth cycle, these cacti actually go a step further by naturally absorbing CO2 at night and generating oxygen in exchange. Out of their 14 acres of cactus crop, the Desserto ranch is able to absorb 8,100 tons of CO2 annually compared to the 15.3 tons of CO2 the ranch produces each year.
Since these cacti species are already native to Zacatecas, the Desserto ranch actually helps increase the biodiversity of the surrounding area. Maintaining a fully organic ranch void of any pesticides or herbicides allows them to grow a USDA-certified cactus harvest without causing damage to the existing ecosystem. The thorns of the nopal cactus are also very small, making the harvesting process safer and easier for their agriculture team.
After the cactus leaves have been harvested, they are dried for 3 days in a solarium using natural sunlight instead of electric dryers. The organic dried leaves are then processed using their patented formula to create Desserto cactus leather. During production, roughly 3 cactus leaves are used per every one linear meter of Desserto cactus leather. Dedicated to pursuing their mission for circular sustainability, any raw cactus materials that weren’t used for production are exported and sold in Mexico for use in the food industry.
Wanting to bring sustainable innovation to two of the world’s most leather-dependent industries, Adrián and Marte have used their cactus leather expertise to create unique vegan leathers designed specifically for the fashion and automotive industries.
Their flagship fabric, Desserto, is specially suited for sustainable fashion because of its touchable softness, high performance durability and compliance with strict environmental and quality standards. This leather alternative offers designers a luxurious fabric that is both vegan and free of PVC, toxic chemicals and phthalates. Desserto also meets the technical specifications required by luxury products like fashion, leather goods and furniture.
To further expand the company’s product line and sustainable impact, Adriano Di Marti also developed a fabric exclusively for automotive use called Deserttex. This material was created to provide premium automotive brands with a cactus-based leather alternative that is sustainable while still performing to industry standards.
Despite being fairly new to the sustainable fashion scene, Adrián and Marte have already become global leaders in all things cactus leather. Since the company’s inception, Adriano Di Marti has collaborated with some of the world’s most prominent fashion and automotive brands including H&M, Fossil Group, Karl Lagerfeld, Adidas, Givenchy, Mercedes Benz and BMW. In addition to partnering with so many industry leaders, Desserto is also available for purchase by small businesses and designers who want to create products using sustainable cactus leather.
After years of research and ongoing product innovation, Adriano Di Marti has established cactus leather as a leading plant-based alternative capable of directly competing with animal and synthetic leathers. Available in a wide range of textures, colors and thicknesses, cactus leather has helped reshape the concept of sustainable fashion and proven that plant-based leathers can achieve commercial success while still prioritizing sustainability.
To learn more about Adrián and Marte’s Desserto journey, make sure to visit their website. And don’t forget to check out KAESA’s line of Desserto cactus leather products!
]]>What’s the first thing you think of when you hear the word “leather”? For many, this fabric evokes feelings of luxury, style and status. Having existed for thousands of years, leather production has played an integral role in many aspects of human history and has proven to be a consistently profitable industry. The modern fashion industry has become particularly dependent on animal leather, using it in everything from shoes to handbags to clothing and much more. As the popularity of animal leather continues to grow on a global scale, it is becoming increasingly apparent that this fashion staple comes at a cost that the planet can’t afford to sustain.
Each year, more than a billion cows, pigs, goats, sheep, alligators, ostriches and kangaroos are slaughtered for their skins. Additionally, despite some advancements in the leather tanning process, roughly 80% of the world’s leather is tanned using a chromium-based solution that is highly toxic to both humans and the environment. As the sustainability movement gains greater global momentum, alarming facts like these are becoming harder for businesses to ignore and consumers to tolerate.
The creation of a cruelty-free leather alternative (a.k.a. vegan leather) marked a critical milestone within the fabrics industry. Sometimes referred to as “synthetic” or “artificial” leather, vegan leather is a lab-made fabric that has the look and feel of traditional leather but is made using plastic-based materials like polyurethane (PU) or polyvinyl chloride instead of animal products. Although vegan leather has played a crucial role in combating animal cruelty within the leather industry, its ability to fully address sustainability issues is still limited because it is predominately plastic-based.
Over the past decade, inventors and artisans have sought to bridge this sustainability gap and completely revolutionize the vegan leather industry through a thoughtful blend of science and nature. This eco-minded journey led to the creation of a completely new fabric category known as fruit and plant-based leather. This type of leather provides brands and consumers with a leather alternative that is both cruelty-free and more holistically sustainable.
Fruit and plant-based leathers are made from either discarded fruit waste or sustainably grown crops, so they address growing concerns over global food waste in addition to fabric sustainability. Despite being a relatively new innovation, this groundbreaking fabric is quickly gaining attention on a global scale, especially within the fashion industry. The growing popularity of plant and fruit-based leather companies like Piñatex, Desserto and Mylo (within both consumer and high-end markets) has helped bring this vital new fabric category to the forefront of fashion.
Check out the list below to learn more about 6 innovative fruit and plant-based leathers and how they are revolutionizing sustainable fashion:
This tropical fruit-based fabric has already gained prominence within commercial fashion thanks to a company called Ananas Anam and their flagship fabric Piñatex. Piñatex is a pineapple-based leather that uses leftover leaves from existing pineapple harvests to create a fabric that can be used for upholstery, accessories and fashion. Even though the company has been around for less than a decade, Piñatex pineapple leather has already been used by more than 1,000 brands from all around the world, including well-known labels like H&M and Hugo Boss.
Mushroom leather is exceptionally sustainable because it utilizes the rapid and incredibly renewable growth cycle of fungi. Mylo, a subsidiary of Bolt Threads, is a mushroom leather brand that has seen significant mainstream success. Mylo leather is made from a network of mushroom roots known as mycelium. It can be grown and harvested in a matter of days and all of the remaining post-harvest materials are compostable. Mylo leather is also remarkably versatile and can be used to make a wide variety of products including wallets, phone cases, footwear and handbags. Some of Mylo’s most notable product collaborations include well-known brands like Stella McCartney, adidas and lululemon.
Despite having a bit of a prickly reputation, cactus has become a popular source for sustainable plant-based leather due to its impressive durability and very low environmental impact. Desserto, currently the world’s most prominent producer of cactus leather, has successfully created “the world’s first highly sustainable and environmentally friendly organic material made of Nopal cactus”, or prickly pear as it’s more commonly known. After being sustainably harvested, the mature cactus leaves are naturally sun-dried before being processed into Desserto fabric. The entire Desserto ranch is also organic, so pesticides and herbicides are never used and any cactus materials that aren’t utilized to make leather are exported and sold nationally in the food industry.
Apple leather is a fruit-based fabric that helps combat the growing food waste crisis by utilizing leftover apples and apple byproducts. A company called Leap specializes in upcycling apple waste that had been discarded during cider production to create sustainable fabrics. At Leap, sustainability is a top priority and their leather is always made with a minimum of 50% upcycled apples and is composed of 80% bio-based ingredients, with the goal of achieving 100% in the future. Their leather is also crafted with a unique 3-layered structure that is designed to improve compostability following a product’s end of life.
Grape leather seeks to reduce food waste as well, with a specific focus on the wine industry. Companies like VEGEA are tackling this issue head on by collaborating directly with Italian wineries to repurpose wine waste into an innovative fabric known as V-Textile, or grape leather. VEGEA collects discarded seeds, stalks and grape skins from these wineries and then uses these raw vegetable materials, along with bio-based polymers and other recycled materials, to create V-Textile. Each of their products are Italian-made, animal-friendly, solvent free and compliant with Europe’s strict REACH regulations.
Coconut (biocomposite) leather, is a unique blend of food upcycling and sustainable science. Developed by an India-based company, Malai coconut leather is made using discarded banana fibers, coconut water and bacterial cellulose. After collecting discarded coconut water from Indian coconut processing units, the water is sterilized and used as a food source for the bacterial culture. After two weeks, the byproduct of this process is harvested, refined, air-dried and then enriched with other natural plant-based materials to create the final Malai fabric. Malai further differentiates itself within the vegan leather industry by completely excluding synthetic ingredients and plastic coatings from its products.
According to Environment.co, the fashion industry is currently one of the world’s leading polluters and is responsible for roughly 10% of global carbon emission being leaked into the environment. Fashion waste has also become increasingly problematic, with more than 25 million pounds of clothing ending up in incinerators or landfills each year in the U.S. alone. Unless significant action is taken, it’s projected that fashion waste could grow to 148 million tons by the year 2030, less than 10 years from now.
With grim predictions and frightening trends like these becoming increasingly commonplace, it has become more important than ever for both businesses and consumers to prioritize sustainability, especially within the fashion industry. Although fruit and plant-based leather is still a relatively new fabric category, it has tremendous potential to make significant positive changes within the fashion industry and global sustainability as a whole. This category is ripe for innovation and is a vital steppingstone in further bridging the gap between style and sustainability.
To learn more about these innovative fabrics and the companies that make them, make sure to check out the links listed above. And don’t forget to visit KAESA’s website to learn more about how we are bringing sustainability to the forefront of fashion.
This eye-catching startup, headquartered in Korea, was founded by Amy Chu to disrupt the fashion industry and create a movement to eliminate animal cruelty and promote sustainability.
"The vegan leather market has been growing steadily and there is more demand for products made from vegan leather globally," Chu told The Korea Times.
Though the market is led by American and European consumers, Koreans are starting to embrace the trend.
"Many Koreans still prefer products made from animal leather, due to a misconception that products made from vegan leather are cheap and unattractive," Chu said. "We want to change this perception and educate consumers that products made from vegan leather are just as stylish and beautiful as those made from animal leather."
Chu was born in Korea but grew up in Rochester, New York, and attended university in Cincinnati, Ohio. She graduated with a Bachelor of Science in Interior Design and worked as an architectural designer in New York City, which is where she made the shift from interior design to handbag design.
"From a very young age, I had an avid love for drawing. In high school, I experimented with art and painting and drew models from fashion magazines. But it was while studying interior design in university that I fell in love with beautiful textiles. And so I wanted to do something really special with it," she said.
"It was in New York City that I developed my passion for design, fashion and sustainability. One of the problems I noticed was the enormous amount of plastic bags being used by New Yorkers during lunch time. I found this to be wasteful and harmful to the environment," she said.
Wanting to solve that problem, she was inspired to develop a line of eco-friendly foldable bags made from luxury textiles such as cotton, silk and linen. After selling her first 50 prototypes with ease, she enrolled in the Fashion Institute of Technology, where a professor encouraged her to enter an international competition called the Independent Designer Handbag Awards. She designed and submitted her very first luxury handbag, which featured geometric Swarovski crystal motifs, becoming a top five finalist.
"From this moment on, I knew I had to design handbags," she said.
To pursue her dream, she moved to Seoul in 2016 to establish her company.
"I moved to Korea because I wanted to find skilled artisans who could create and execute my designs beautifully," she said. "Korea has a long history of skilled craftsmanship, so I wanted to utilize these skills for my business as well as support the Korean economy."
An additional benefit that she found in Korea was the support the government provides to foreign startups.
She is currently part of the Seoul Global Startup Center incubation program and has found it immensely beneficial. "They provide free office space, financial support, mentorship programs, networking opportunities and even free coffee," Chu said. "The many benefits of this program have allowed me to grow and develop my business much faster than if I had developed it solely on my own."
KAESA products are thoughtfully designed with high-quality and ethically sourced materials with rich textures that are structured in classic shapes with contemporary accents. The inside of each bag design is carefully considered so as to allow for organizational utilization. It's a combination of Chu's architectural background and her passionate goal of practical functionality with sustainability in mind.
The new VLLR collection features a multi-functional box bag, a sleek velvet clutch with metallic chain, and a glam vegan leather pouch.
VLLR comes from KAESA's creative take on the word "velour."
The VLLR products emphasize bold, edgy geometric shapes balanced with elegant hues and textures ― soft, shimmery vegan leather and lush, deep velvet.
For consumers in Korea, KAESA products can be purchased in person at 55Brand, a boutique shop in Itaewon, one of Seoul's tourist districts. Collections and products can also be found by visiting kaesa.co or smartstore.naver.com/kaesa.
Follow KAESA on Instagram at @kaesa.co.
Hallie Bradley is a writer based in Seoul and runs the popular site thesoulofseoul.net.
Original Korea Times article posted 2020-12-20:
By Hallie Bradley
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