From Seoul to New York: YESEYESEE

Urban Outfitters in the US has started introducing Korean fashion brands under the name "Streets of Seoul." One of the most striking names on that list is YESEYESEE. A Korean streetwear brand that once rose to No. 1 in the Musinsa rankings now stands on the global shelves of an American retailer.

We analyzed YESEYESEE's growth formula: starting as consumers in a community who loved clothes, conquering Korea's top-tier platform, joining forces with professional management, and moving out into the global market.

'Musinsa Kids' and a Community Fandom

YESEYESEE is a brand started in 2017 by three middle school friends: Heo Seongbeom, Yeon Il, and Im Chaeseung. All three are classic "Musinsa kids" who had been posting their daily looks since the days of "King Gallery," Musinsa's early community.

Its origin as a brand made by heavy consumers who connected through clothes explains the brand's flexible identity. The name YESEYESEE can be read both as the intuitive slogan "YES I SEE!" and as three-letter chunks: "YES / EYE / SEE." Rather than imposing a single right answer, the brand's philosophy of embracing each wearer's own interpretation of style shows right from its name.

Transplanting Professional Operations (SCM) and Scaling Up to No. 1

After building its own position following its 2017 launch, YESEYESEE reached a turning point in 2020. It was acquired by JKND, the parent company of thisisneverthat, and began rolling out in earnest on a systematic basis.

When JKND's stable apparel manufacturing and SCM infrastructure and distribution know-how were added to its sharp, consumer-driven sensibility, its revenue scaled up rapidly.

It's a classic scale-up case of capturing both sensibility and scale at once, overcoming the reorder delays and quality inconsistency that chronically plague emerging streetwear labels through the infrastructure of a professional operator.

The Versatility of Graphic Variations and IP Collaborations

YESEYESEE's strongest product competitiveness lies in its flexibly varied logo play and witty typographic graphics. This graphic versatility has led to major collaborations across a range of fields.

• Global IP and brand collaborations: It has landed collaborations spanning categories, including a Disney 100th anniversary (Deadpool) collection, Dickies, Reebok, and a "Fast & Furious" pop-up store.
• Intuitive virality through artist wear: In the case of the "Poker Varsity Jacket" worn by RIIZE's Sohee, sales of that specific product surged 502% right after the outfit information was shared, drawing in both fandom and the mass market.

K-Streetwear Crossing Borders

Having completed its validation in Korea, YESEYESEE's next stage is overseas markets. In September 2026, it officially joined the "Streets of Seoul" campaign at major US retailer Urban Outfitters, beginning to introduce the brand on its North American e-commerce site and in key physical stores.

Like other labels with 30-year global manufacturing and export foundations and large distribution platforms, it shows the latest retail flow of major overseas multi-brand stores quickly sourcing streetwear brands with proven domestic fandoms and revenue strength.

💡 EDITORIAL SMALL TALK

The journey of a brand made by consumers who loved clothes on "King Gallery," growing after joining forces with thisisneverthat's parent company, and ultimately standing on Urban Outfitters' shelves in New York and across the Americas, proves how solid Korea's streetwear ecosystem has become. YESEYESEE is clearly showing how far a Korean subculture label can expand in the global retail market when a sharp sensibility built on the culture its founders love is combined with a solid system.