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After many seasons of sourcing their ideal formula for success, Copenhagen-based fashion label HGBB Studio seamlessly affirmed its distinct identity in the fashion world. The two emblematic minds behind it are South Korean designer Sangchan Lee and Danish-South Korean adoptee Tobias Billetoft who created a brand that beautifully showcases the cultural relationship between Asia and Scandinavia. Pivoting from the path of one-dimensional, HGBB stages an intersection among present-day ready-to-wear clothing with their own creative narratives. With Sangchan’s background in fashion and architecture and Tobias’s prolonged interest in streetwear, the two creators remain disciplined when designing authentic clothing that differentiates them from the visual expressions of previously established brands.

HGBB intricately constructs garments encapsulating a variety of fabrics of technical, classic, and Asian textures while still sourcing sustainably. “We have now in the last two seasons been able to use organic Italian cotton as well as recycled Japanese nylon,” Lee says. Through the foundation of letting each piece “stand out for itself,” the creators have allowed themselves the space to embody their own individual natures through their collections. The brand has established its respected aesthetic by walking the line between unexpected juxtapositions—fun and formal, bravado and sensitivity—creating an archetype for future labels.