Tagline
Love yourself
ASON is a womenswear brand based in Seoul, South Korea, founded in 2019 by Kim Minji and Lee Yura. It began with a blog marketplace run by the two, who had studied fashion, and offers tops, bottoms, dresses, outerwear, bags, and more. Centered on basic casualwear, the brand incorporates vintage and Y2K elements, reflecting inspiration drawn from nature and everyday life in its clothing and goods. The brand name derives from “as,” quotation marks symbolizing the two founders, and “(turn) on,” referring to creative ideas that shine as if a switch is always on. The brand values dialogue with its customers and an approach of taking on challenges without hesitation.
Concept
Challenge without hesitation