A Look at the Current State of Fashion from Seoul, South Korea.

A reception was held the day before the pop-up opened, and the venue was bustling with invited guests from start to finish. When I spoke with various people, I found that even those who had never visited it in person were mostly familiar with “Daiwa Pier 39,” and they seemed particularly impressed by the use of materials.

Furthermore, given the brand’s roots in the fishing brand *Daiwa*, many people expressed high hopes for products made with GORE-TEX fabrics—a material not typically used by Korean brands. As a side note, *Daiwa* has reportedly been offering GORE-TEX apparel since 1978.

We took some snapshots of visitors who were checking out *Daiwa Pier 39* with great interest. We had them try on an outfit they liked.

"It's fascinating how they incorporate details from fishing wear into casual clothing. While incorporating those details can be costly, I sense a strong commitment to preserving the brand's identity. Adding workwear elements to a tailored jacket doesn't always work, but they've adopted this approach with an interesting twist, haven't they?"

“I’m impressed by the attention to detail. Since they use a variety of functional materials, I think it’s fun to be able to choose the one that suits you best,” said Son Sang-eun.

“They’re so comfortable to wear, and the designs are beautiful, so I just had to have them. Since I usually like styles that incorporate men’s wear, this collection is one I can really enjoy” (Jeong Ga-hee)

"I'm so happy to find this brand I love—one I used to see at various boutique stores every time I visited Japan—here in Korea. I don't wear real leather very often because it's heavy, but this synthetic leather is lightweight and comfortable. I've been looking for an outerwear piece like this half-coat, so I really like it."

"I really like the style that blends everyday wear with outdoor fashion, and I find the items made with synthetic protein materials really interesting. I really liked the jacket with the print on the corduroy fabric—it looked so cool" (Seo-min Baek)

"Today, I plan to buy two jackets: the one I'm wearing right now and a corduroy jacket. Both are very practical because they have plenty of pockets. I also think their silhouettes make them easy to style," said Park Ji-hyun.

"I'm such a big fan of that I even bought this shirt online from Japan, so I'm really happy to see it in person at this pop-up. The check patterns in this season's lineup are really striking. The paisley pattern on the corduroy is cute, too."

“After seeing the collection in Paris, I thought the use of materials and color schemes was really cool. This season’s lineup features wonderful combinations of different materials and beautiful color tones. I was drawn to this jacket because of its WINDSTOPPER fabric,” said Song Seok-hoon.

"I really like the collection that uses only performance fabrics. I had the impression that the jacket I'm wearing now was mostly made of cotton, but I think it's really interesting that it's actually made of polyester" (Lee Min-ho)

"When I looked at the collection, I was impressed by the silhouettes—they’re the kind I usually wear—and the attention to detail in the materials and design. This jacket feels great to the touch, and features like the pockets and the drawstrings at the hem make it very practical."