MU-B wiki: YESEYESEE - A brand by three MUSINSA kids who have grown up as brand directors, leading their brand to the top spot on MUSINSA ranking
MU-B Wiki: Short for 'MUSINSA Brand Wiki,' introducing brands that have grown with MUSINSA
🆅 YESEYESEE, How successful is it these days?
- 5 billion KRW in 2021, 9 billion KRW in 2022, targeting 13 billion KRW in 2023
- Opened an offline store in Seogyo-dong in 2023
- Collaborated with New Balance, Reebok, AOMG, and others for collections
One question. Choose the correct way to pronounce YESEYESEE.
① YES, I SEE!
② YES / EYE / SEE
③ Y E S (Read vertically)
E Y E
S E E
The answer is: None. All three are correct! (YESEYESEE) Just like it’s acceptable to pronounce names however you like, YESEYESEE is a flexible street casual brand that supports the diverse personalities and interpretations of individuals wearing clothes. Since its acquisition by JKND, the parent company of thisisneverthat, in 2020, it has emerged as a rising star, rapidly increasing sales to 5 billion KRW from the following year onwards.
Three high school friends who loved MUSINSA, creating the top-ranked brand on MUSINSA
What if the product I made ends up being ranked first on the fashion platform where I spent all my pocket money during school days? Surprisingly, the three directors behind YESEYESEE, Heo Seong-beom, Yeon Il, and Im Chae-seung, were once known as MUSINSA Kids during their school days, even part of the now-vanished ‘MUSINSA King Gallery.’
YESEYESEE featured on MUSINSA TV [Brand New Talk]
But just entering MUSINSA didn’t automatically propel YESEYESEE to the top spot. According to the MD who has been working with the brand since 2020, emphasized the need for a strategic approach to expand YESEYESEE’s appeal beyond its dedicated fan base of enthusiast
The beginning of a collaboration powerhouse
The in-depth partnership with MUSINSA and YESEYESEE has led remarkable projects. The Disney 100th Anniversary Collaboration Collection featuring Deadpool and the Dickies Collection in 2023 were brought to life through the proactive efforts of MUSINSA MD. By collaborating with brands of diverse styles, YESEYESEE garnered attention and increased popularity.
Additionally, the <Fast & Furious> collaboration collection pop-up, hosted at musinsa terrace in Seongsu, attracted the highest number of visitors in 2023 at musinsa terrace Seongsu.
They also had a great relationship with MUSINSA ambassadors. The YESEYESEE’s ‘Poker Varsity Jacket’ worn by the rising group RIIZE’s Sohee saw a 502% increase in sales after the photoshoot reveal compared to the previous period. It’s now sold out and hard to find. It’s an immense ✨Sohee effect✨.
YESEYESEE and MUSINSA have forged a dynamic partnership, growing together through various initiatives ranging from sales strategies to collaborations, offline pop-ups, and ambassador promotions. As stated by a MUSINSA MD, YESEYESEE is undeniably a brand worth keeping an eye on as it continues to evolve. Stay tuned for this year’s moves this year!
Lastly, let’s explore three ways YESEYESEE leverage MUSINSA, as shared by the MUSINSA MD.
🆅 3 Ways YESEYESEE makes use of MUSINSA
- Producing collaboration collections with brands of diverse styles, such as Disney (Deadpool) and Dickies, previously unexplored by YESEYESEE, exclusively unveiled on MUSINSA to showcase the brand’s unique identity.
- Holding multiple MUSINSA LIVEs, ranking in the top 5% of sales among participating brands in MUSINSA LIVE.
- In 2023, exclusively launching the ‘Fast & Furious’ collaboration collection at musinsa terrace Seongsu, resulting in the creation of the top-ranking pop-up, as determined by last year’s visitor count at musinsa terrace Seongsu.
👀 If you want to dig in YESEYESEE,