4. Beyond Closet
This menswear label is the creation of designer Ko Tae yong, who created costumes for the hit Korean wave drama "Boys Over Flowers."
Launched in 2008, the brand stocks classic and collegiate baseball jackets, sports jackets and button-downs in vibrant and boyish blues, reds and yellows.
While the look won't exactly fly at a job interview, it's great for sartorially conscious men in their twenties and thirties whose masculinity isn't derailed by a healthy dose of cute in their wardrobes.
The brand's runway wear is available for purchase on their website or at the showroom.
Multi-brand shop A Land also stocks the line in its various locations (Myeongdong, Sinsa-dong, COEX, Gangnam, Hongdae and the Mokdong Hyundai Department Store).
Beyond Closet showroom, B1, 560-2, Sinsa-dong, Gangnam-gu, Seoul
A Land Myeong-dong, 53-6 Myeongdong 2-ga, Jung-gu, Seoul; +82 2 1566-7477
5. Jain Song
"Jain Song is known for her sharp, sophisticated and clean looks," says Yang about the designer's eponymous label.
Song interned with her mother, veteran designer Kim Dong-soon, before launching her own collection in 2004.
It's been a successful riding from there, with collaborations with high fashion boutique 10 corso como, LG Mobile, Estee Lauder and Iope.
The brand has an online shop, and its Hannamdong flagship store Mo Jain Song, which opened this year, is quickly becoming a popular hangout for the city's young and stylish with its pretty outdoor cafe and carefully cultivated rooftop garden.
The flagship store stocks a variety of curated lifestyle items along with the fashion line.
Mo Jain Song, 739-6 Hannam-dong, Yongsan-gu, Seoul; +82 2 797 6231
6. Reike Nen
Founded in 2010 by designer Rei Yoon Hong Mi, the Reike Nen shoe brand deconstructs classic footwear like oxfords and pumps, fuses them with creepers and wedges or cuts them into sandals.
Despite the restrained color palette -- white, sometimes black and the occasional neutral -- the shoes manage to be wholly original, quietly dominating an outfit without being overtly attention seeking.
Best of all, the shoes are light and comfortable.
Sold at Opening Ceremony in the United States, Reike Nen also has an online shop. Domestic offline shops include the Steve J & Yoni P store in Hannam-dong, as well as the following multi-brand stores:
Flow, 84-10, Cheongdam-dong, Gangnamgu, Seoul; +82 2 511 4074
Koon With a View, 546-5, Sinsa-dong, Gangnam-gu, Seoul; +82 2 548 4504
7. Style Nanda
"This nine-year brand is climbing the fashion ranks at a dangerous speed and pretty much leading Hallyu (Korean Wave) fashion," says Yang.
Style Nanda began as an Internet site selling secondhand clothes from founder Kim So-hee.