Tagline
I'm fucking love it
HARDCORE HAPPINESS is a fashion brand launched in South Korea in 2021. It incorporates high-end design into casualwear and offers tops, blouses, knitwear, bottoms, outerwear, accessories, and more, centered on Y2K looks. Its official slogan is “I'm fucking love it.” As a brand for people who live freely, it proposes trends that coexist with the wearer’s mood and sensibility. Its offerings are primarily womenswear and are sold in South Korea and internationally.
Concept
A brand for people who live freely, offering Y2K looks