Tagline
Good Luck, All Day
HIDDEN BEHIND is a Korean fashion brand that started in Seoul in 2020. It offers hats, clothing, belts, and other items designed to be easy to wear in everyday life, not just on special occasions. Inspired by the idea of joy and sorrow (喜悲), the brand began with a desire to express joy and brightness rather than sadness or melancholy. It proposes clean silhouettes that are easy to coordinate with a range of styles, alongside contemporary designs. Under the slogan “Good Luck, All Day,” it aims to bring a positive feeling to everyday outfits.
Concept
Inspired by the idea of joy and sorrow (喜悲), and a desire to express joy and brightness rather than sadness or melancholy.