brand
Lifework
Lifework is a South Korean streetwear brand characterized by its bold graphics and oversized silhouettes. The label centers its aesthetic on urban casual wear, frequently featuring its signature French Bulldog mascot. It represents a contemporary youth subculture focused on comfort, individual expression, and high-visibility graphic design.
Historia
Launched in 2018 by the Korean company Hideaway, Lifework emerged during a period of rapid growth for domestic streetwear labels in Seoul. The brand gained cultural significance through its distinctive Radog logo, which became a recognizable symbol in Asian street fashion. It reflects the broader trend of character-based branding within the global apparel market. Lifework has expanded its presence from department stores to international flagship locations, marking its role in the global export of Korean fashion.
