The Cool Girl's Guide To Shopping In Seongsu

Published 2 weeks ago• 4 minute read

If you’re planning a trip to Seoul and already have Seongsu bookmarked on your map (as you should), good call.

This once-industrial district has fully reinvented itself as the city’s coolest creative pocket. Picture old warehouses turned into sleek cafés, concrete buildings covered in murals, and independent boutiques with interiors so good, you’ll want to move in. Think of it as the Brooklyn of Seoul—but with better skincare and a lot more matcha lattes.

For fashion lovers, Seongsu is a goldmine of stylish treasures. You’ll find everything from streetwear cult brands to minimalist wardrobe heroes, and most of them are proudly Korean. Whether you’re browsing for a new statement bag, quietly luxurious basics, or that one local label only your fashion-forward friends will recognise, Seongsu has something for every kind of shopper. To help you navigate the scene, we’ve rounded up a list of the best stores to visit while you’re in the area. Just bring an extra shopping bag—you’ll thank us later.

If your wardrobe leans clean and graphic with a side of quiet confidence, Facade Pattern will feel like home. This design-forward label is known for elevated basics and structured silhouettes with architectural flair. It’s the kind of place where even a plain white shirt has a twist. Expect quality tailoring, interesting proportions, and pieces that move effortlessly between work and weekend.

Facade Pattern is located at 343 Ttukseom-ro, Seongdong-gu, Seoul. Visit its website for more information.

Don’t be fooled by the name—there’s nothing oily about this cult accessories brand. Known for its vegan leather bags in sleek, sculptural shapes, Stand Oil is a favourite for anyone looking for a statement carry-all that still feels functional. The brand also plays with colour really well, so you’ll spot everything from earthy neutrals to jellybean pastels.

Stand Oil is located at 82 Yeonmujang-gil, Seongdong-gu, Seoul. Visit its website for more information.

Founded by celebrity stylist Kim Dae Yoon, Matin Kim is beloved for its quiet luxury appeal—with a bit of edge. Think crisp tailoring, structured outerwear, and effortlessly cool knits that somehow manage to feel both polished and relaxed. It’s a go-to for the fashion crowd, so you’re bound to find something chic here.

Matin Kim is located at 5 Achasan-ro 17-gil, Seongdong-gu, Seoul. Visit its website for more information.

You’ve probably spotted one of Marhen.J’s clean-cut, functional bags on your Insta-feed. The brand champions cruelty-free, eco-conscious designs; and its bags nail that sweet spot between casual and polished. The Ricky and Lily series, in particular, have become a staple for K-idols and influencers alike.

Marhen.J is located at 9 Yeonmujang 5-gil, Seongdong-gu, Seoul. Visit its website for more information.

Minimalists, take note: Coor is your Seongsu must-go. The brand is known for oversized silhouettes, smart layering pieces, and a palette that rarely strays beyond neutrals. Every piece feels wearable but elevated, perfect if you’re into the ‘I just threw this on’ kind of fashion that still gets compliments.

Coor is located at 14 Yeonmujang 17-gil, Seongdong-gu, Seoul. Visit its website for more information.

L’oeil (French for “the eye”) is all about contemporary, casual chic. Its collections often mix feminine details with clean cuts—imagine balloon sleeves, wrap blazers, or pleated skirts that feel modern, not twee. The brand stocks plenty of wardrobe basics at the Seongsu store too, so building a closet that looks effortless can truly feel effortlessly easy as well.

L’oeil is located at 81 Yeonmujang-gil, 2F, Seongdong-gu, Seoul. Visit its website for more information.

Known for its deconstructed streetwear and witty visuals, Ader Error is arguably Korea’s most talked-about fashion label globally. It has collaborated with everyone from Maison Kitsuné to Zara, but the flagship space in Seongsu is an experience in itself. Expect genderless fashion, exaggerated shapes, and a healthy dose of irony. Come early, because you can expect a queue most times of the day.

Ader Error is located at 245-1 Seongsu-dong 2-ga, Seongdong-gu, Seoul.Visit its website for more information.

A lifestyle concept store that blends fashion, objects, and good coffee. Satur House stocks both in-house designs and select labels that lean toward modern, functional style. Come for the fashion, stay for the interiors and the cute knick-knacks you didn’t know you needed. It’s the kind of place you’ll want to browse slowly.

Satur House is located at 6 Yeonmujang 17-gil, Seongdong-gu, Seoul. Visit its website for more information.