BITTER CELLS is a womenswear designer brand launched in Seoul, South Korea, in September 2021. It is operated by Wonderwall and offers items including T-shirts, sweatshirts, shirts, knitwear, outerwear, pants, skirts, dresses, and bags. The brand name connects the exhilaration that wells up in the body and mind when encountering something one loves with “Bitter” (intense) “Cells.” The brand describes its approach as expressing the moment when the heart responds, incorporating trend-conscious and vintage elements alongside sporty and kitsch influences, and using fashion to speak about feelings of liking something and each individual’s own standards. Based in South Korea, the brand is also available through select shops and pop-ups in Japan.
Concept
A brand that expresses those fleeting moments when the heart responds