About Us
Welcome to YUGU
YUGU is an innovative designer showroom reminiscent of a director’s atelier, set to launch its first physical space on November 2, 2024. As the first of its kind in the UK, YUGU will feature a curated selection of Asian designer brands. Opening in London Fields, a key shopping destination, the showroom will offer a dynamic atmosphere, as if stepping into a director’s studio.
Our Story
This concept reinterprets childhood memories at grandparents' homes, turning
whimsical moments into witty fashion statements. As shown in the reference
images, the styling features relaxed or barely-there outfits that evoke a sense of
weight, quirky objects, and strange experiences.
Our Philosophy
Timelessness
We curate hidden gems from emerging Korean designer brands that transcend fleeting trends,
ensuring each piece remains stylish and relevant for years to come.
Nostalgia
Like discovering treasured pieces in a grandparent's antique trunk, YUGU reimagines traditional
charm with contemporary sophistication, creating a unique bridge between past and present.
Alter Ego
We celebrate individual expression by offering an eclectic collection that empowers our
customers to explore and embrace different facets of their personal style.
