HUG YOUR SKIN is a womenswear brand launched in 2022 in Seoul, South Korea, by tattoo artist HUG, also known as 最高恩（チェ・ゴウン）. The brand pursues clothing closest to the skin and aims to express a natural sense of self and personal agency. Based on prints by founder HUG, it seeks a point of connection between minority cultures symbolized by tattoos and mainstream design, and offers graphic-focused tops, bottoms, dresses, bags, caps, and other items. Alongside its seasonal collections, it also creates products featuring original characters and prints.
Concept
The brand pursues clothing closest to the skin as a way to express naturalness and individual agency. Based on prints by its founder and tattoo artist HUG, it seeks a point of connection between minority cultures symbolized by “Tattoo” and mainstream design.