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You’ve probably seen a lot of K-Beauty in our blog, but did you know that YesStyle sells plenty of K-Fashion too? Our new column Brand Profile highlights noteworthy K-Fashion brands at YesStyle. Let’s start off with the one and only chuu!
Korean womenswear brand chuu was founded on Valentine’s Day in 2012 by art graduate Gu Gil-lee and four designers with different expertise and work experiences. Sharing a mutual passion for fashion, they created a brand for women in their mid-twenties who want to look sweet and sexy. Throughout the years, chuu has grown widely popular in Asia and now has retail stores in Hong Kong and Taipei.
chuu’s dresses spurred its initial success, but it was the -5kg jeans that brought the brand international fame. The -5kg jeans, first released around 2017, took the Asian fashion world by storm with of its claim that the denims make the wearer look 5kg slimmer. Boasting a high-waist cut and comfy yet flattering slim fit, the -5kg jeans range has expanded to become available in various cuts, colors, finishing, button designs and regional editions. The -5kg collection now encompasses not only jeans but also shorts, mini skirts, stockings and leggings.
Before achieving immense popularity for the -5kg jeans, chuu already enjoyed early success from its collaborations with various fashion and lifestyle labels that are equally cute and girly. The brand has collaborated with Korean illustrators LEEGONG, Esther Kim (creator of Esther Bunny) and Cafe Mimi (creator of fanfanduck), Japanese fashion labels W♡C and Bubbles, and globally well-known characters such as PEKO, Hello Kitty and Barbie.
The chuu Models
chuu is a subsidiary of PPB Studios, which also owns the fashion brand Dali hotel and the colored contact lens brand Hapa Kristin. The group’s model agency Crossborder Co. is known for discovering chuu models Chloe, Taeri, Asaki and Jiyoo.