SIEG Celebrates 30th Anniversary with First Flagship Store in Seochon

Debut of the 'Seochon Line' and Expansion into Womenswear
Five-Story Space Offering Fashion, F&B, and Art Experiences

Shinwon's menswear brand 'SIEG', celebrating its 30th anniversary this year, announced on November 13 that it will open its first-ever standalone flagship store, 'SIEG SEOCHON HAUS', in Seochon, Jongno-gu, Seoul, on November 14.

Through this flagship store, SIEG aims to strengthen its brand identity and expand its presence as a hub for promoting K-fashion to both domestic and international customers visiting Seochon.

Jeigue Seochon House 3rd Floor Seochon Line. Provided by Shinwon.

Seochon, located adjacent to Gyeongbokgung Palace, is a historical and cultural center where traditional Korean houses and old alleyways remain, capturing an authentic Korean atmosphere. Recently, unique local brands, cafes, and galleries have opened in the area, attracting not only Korean customers but also an increasing number of international tourists. SIEG has embodied the distinctive sentiment and trends of Seochon in this space, presenting a flagship store where customers can experience the brand’s philosophy and lifestyle.

SIEG SEOCHON HAUS is a modern renovation of a standalone house, offering a balanced reinterpretation of Korean aesthetics. Comprising a total of five floors, including a rooftop, each level provides a different brand experience.

The first floor serves as a gathering space, introducing the brand’s first impression through media art and fragrance. The second floor functions as both an exhibition and showroom, where visitors can experience SIEG’s contemporary styles and objects, and includes a photo zone. The third floor features the exclusive 'Seochon Line' collection, available only at SIEG SEOCHON HAUS. On the fourth floor, the collaborative cafe brand 'PnA', created by 'Patisserie Fruits' and 'Ash Ash Works', offers a curated F&B lineup.

The newly launched 'Seochon Line' consists of genderless items that break the boundaries between menswear and womenswear. With refined silhouettes, natural materials, and neutral tones, the collection pursues a minimalist design. For the first time, SIEG has expanded its product range to include womenswear, achieving a balance between aesthetics and practicality. Centered on daily items, the collection highlights SIEG’s modern classic sensibility.

Exterior of Zieg Seochon House store. Courtesy of Shinwon.

In addition, SIEG SEOCHON HAUS curates not only fashion but also a variety of lifestyle brands. By featuring beauty and fragrance brand 'Chwi' and eyewear brand 'Frame Montana', among others, the store has broadened its buying lineup and expanded its brand categories.

SIEG plans to operate SEOCHON HAUS not just as a retail space, but as a creative platform rooted in culture and the arts. The store will offer new experiences through monthly archive exhibitions, artist collaborations, and brand pop-ups, while continuously expanding lifestyle content that reflects both the brand’s identity and the unique sensibility of Seochon.

A Shinwon representative stated, "Marking the 30th anniversary of SIEG’s launch, we aim to open a new chapter with SIEG SEOCHON HAUS. We hope this space will serve as a catalyst for expanding SIEG’s reach and become a place for meaningful interaction with a diverse range of consumers."

This content was produced with the assistance of AI translation services.