Lekondo'sOntology of Fashion Brands

2114 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Mischief

Mischief is a Seoul-based streetwear brand that draws inspiration from 1990s subcultures and vintage athletic aesthetics. The brand emphasizes a distinctively feminine yet utilitarian ethos, focusing on casual silhouettes and functional fabrics. It represents a niche intersection of contemporary youth culture and nostalgic street style.

Fashion History

Founded in 2010 by childhood friends Seo Ji-eun and Jung Ji-yoon, Mischief emerged as a foundational label within the South Korean independent fashion scene. The brand gained cultural significance by documenting local subcultures through its seasonal lookbooks and collaborations. It played a pivotal role in establishing a distinct South Korean streetwear identity, transitioning from a small creative project to a globally recognized brand that influences contemporary East Asian fashion trends.

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