Meet Ji Hye Koo, the Creative Director and Founder of gu_de, Seoul's cult handbag brand. Here, the designer reveals the stories behind the label and where to visit in the South Korean capital.
24 November, 2020
Pronounced "good", gu_de is the 70s-inspired label that all handbags lovers should note. Based in South Korea, the accessories brand was founded by Ji Hye Koo in 2016. It's objective: to create understated bags in timeless, minimal shapes. Providing customers with a "new classic" (at an affordable price point) gu_de does what it says on the proverbial tin - its offering is indeed very good.
Brand: gu_de
Designer's name: Ji Hye Koo
Origins: South Korea
Homebase: Seoul, South Korea
Type of brand: Luxury women's handbags
Stockists: Net-a-Porter
I grew up in the countryside, in Gangwon-do Province. I spent a lot of time immersed in nature; I was fascinated by the beautiful colours of the changing seasons which greatly influenced my love of colour and helped create a discerning eye for detail.
I loved Barbie dolls as a little girl. I used to make my own doll clothes and bags using old scarves, socks and clothing. Growing up, I also enjoyed customising ready-made clothes in my own style.
Pronounced "good", gu_de was taken from the Scottish pronunciation of the English word: "gude". It's a name that is synonymous with our brand's ongoing aim to supply accessories made with high-quality materials and composed beautifully at an affordable price for our customers. The brand name gu_de is a projection of our fundamental values.
gu_de pursues unaltered beauty by offering the ultimate balance between the past and present. Essentially, we create understated bags with a unique silhouette and interesting details, introducing fresh colourways each season.
Confident, independent and stylish women of all ages; those who enjoy high-quality fashion and reinterpret what is "classic" and make the styles their own, creating a "new-classic" look.
I would love to see Chloë Sevigny or Jane Birkin carry our designs.
Our studio is located in downtown Seoul, an area that's very popular with young people. The studio space is divided into both showroom and office areas.
I usually listen to jazz or classical music, but sometimes I also do listen to world music such as bossa nova.
Seoul has many wonderful places where the past and the present coexist. I recommend a visit to Euljiro and Ikseon-dong.
I really enjoy travelling. When I first launched gu_de, I was inspired by the vintage markets that I visited during my trips to Europe. Aside from these markets, I also get a lot of inspiration from museums and outdoor spaces that I've been to during my travels.
They are Cappadocia in Turkey, the Salar de Uyuni in Bolivia and Amalfi in Italy. I envisage having an introspective and dreamy experience visiting those places on my own.
Look at the bigger world. The world is much bigger than what you see now.
The Milky bag, which is a brand classic; the new design of the Love bag; and the Gabriel bag from our AW20 collection, are my favourite pieces.
I am currently reading The Having: The Secret Art of Feeling and Growing Rich by Suh Yoon Lee.
Aside from bags, I would like to expand the gu_de offering by designing footwear and clothing.
In my SUITCASE, you'll usually find one or two gu_de bags, a Leica camera, some tracksuits, a Marshall portable speaker, a great dress, some flat shoes and various other essentials.
