The New Heart and Sole in Modern Footwear
Korean label, Yuul Yie, solidifies its place on the must-have lists of top influencers and is flooding global street style.
‘Bebe’ Pumps, $419
Nothing about Yuul Yie is ordinary. For many designers in the footwear industry, the perfect paparazzi shot or red carpet event can create the perfect buzz. With fans and admirers alike, from Vanessa Hudgens, Zawe Ashton, Brie Larson, and Chriselle Lim, Yuul Yie is the IT label that every woman needs in her wardrobe. “Oh! The Patti Loafer! The one that put Yuul Yie on the map,” says designer and founder Sunyuul Yie. Individually handmade and produced in Seoul, Korea with the finest materials, Yie ensures each handcrafted, made-to-order process exudes sincerity. “It usually takes seven to ten days to produce one pair,” Yie states during our one-on-one. “It has a sense of solidity in it, because there’s no machine work involved, and that makes it more unique. Also, there is a sense of strength that makes it possible for our consumers to place a customized order.” Customization and individuality are what Yie prides her company on – making the customer-designer relation that much more special.
“There was no particular reason behind how I got into this industry. I guess, I fell instinctively into it.” Looking back on her memories, her fascination for color allowed her to spin various ideas to create what would become the Yuul Yie label it is today. “I get goosebumps,” Yie shares when she looks back on her first fashion memory. “I still consider that specific moment as a lucky vocation.” Founded and launched in Fall 2010, Yuul Yie’s own origin story is very much a powerful one. Originally ‘Ma Vie en Rose,’ the label brought beauty and fun to Seoul, but Yie wanted a broader design verity. “During the 2013 Spring/Summer season, I took the initiative to rename the label to reflect my values, beliefs, and philosophy of design.” As a modern contemporary brand, Yuul Yie delivers unique seasonal themes comprising of the designer’s feelings and personal tendencies. In efforts to relate to the buyer, Yie believes communicating her own story makes the process of creation more exclusive. “I do my best to keep this value in mind, throughout my work and just go forward with it.”
‘Ivy’ Bloafers, neon green (left) and orange (right), $410
‘Tisha’ Boots, blue (left) and yellow (right), $712
Often inspired by people around her, an individual object, a piece of art, or a new song, Yie’s childhood has been the fuel to the fire as a designer and creative director. “During my childhood, I grew up in the suburbs, about three hours away from Seoul and I remember it to be pretty much ordinary. I was the type of person who enjoyed having alone time rather than hanging out with friends, watching foreign music videos, and vintage classic movies. When I reminisce about my past-times, especially about fashion, it’s hard for me to recur a specific moment. My memories remain as valuable to me, even the minor ones. I cherish them.” Whether there is a significant difference or shared quality within global fashion, Yie’s base in Korea has allowed local and abroad fans to connect with shared standards in style. “[On young brands as the new standard] This generation has created a huge change. Mostly born in the 90s, had a childhood with developed Korean culture and music, and an artistic environment. Consequently, today’s Seoul based brands are displaying clear individuality and supervision. It gave me more various impressions regarding Seoul’s brands since they are more likely not influenced by the outside, instead of lead their world.” Yie’s leading strategy, not putting a boundary between Korea and the foreign world. While many consider Seoul as its fashion culture phenomenon happening in Korea, there is something profoundly intriguing about forming a unique culture. The history of fashion houses in Europe and the United States is deep and rich. For Yie, her understanding of those fashion houses is visually evident. “There is an authentic, luxurious, classic feeling in those significant fashion houses. The fact that it is becoming the center of the flow is likely to remain unchanged in the future. I am strongly attracted by who has a strong mood. It is my ideal type of person who dominates. This deep flow of the fashion industry will continue to lead to more powerful young rising brands, which is still considered different from the fashion brand culture in Korea.”
Sincerely attracted and inspired by those who have their own strong frame of mind, Yie designs for the person who dominates the fashion by their own mood. An aspect very much portrayed in her exclusive designs. “If this type of person decides to wear Yuul Yie shoes, then it means a lot toward the brand itself. No matter what kind of look you wear,” informs Yie, “you don’t distinguish between day and night because you feel confident that it will make it shine. Enjoy the look, whatever you want! Life is varied and colorful and everything needs to be respected.” On the other hand, come the new year, the design house known for its sculpt-like appeal and undeniable new mood gracing each fashion circuit, it is minimalism that may be on the horizon. And will apparel make an appearance? “Whenever we are shooting for Yuul Yie’s lookbook and styling it, I often think that I would like to make my own clothing when I am having a hard time to find perfect clothes for the design of the shoes.” The anticipation is enough to leave us powerless, bring on the new year.
