brand
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.
Tarihçe
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.
