Lekondo'sOntology of Fashion Brands

2113 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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Satur

SATUR is a South Korean contemporary fashion brand centered on the concept of a relaxed Saturday. Its aesthetic emphasizes comfortable silhouettes, high-quality fabrics, and a casual yet refined sensibility. The brand represents a subculture focused on leisure, balance, and the elevation of daily essentials.

Fashion History

Founded in 2020 by Son Ho-cheol, SATUR emerged during the rapid expansion of South Korean domestic designer labels. The brand gained prominence through digital-first retail strategies and social media engagement. It is recognized for its contribution to the K-fashion movement, specifically popularizing relaxed-fit knitwear and versatile basics. SATUR reflects a shift in consumer preference toward understated luxury and lifestyle-oriented apparel within the contemporary Asian fashion market.

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