HYUP BY HYUF is a designer brand launched in Korea in 2020 by designer Hee-Hyeop. It creates fashion inspired by the breaking scene and emphasizes styles arising from individual expression. Centered on “freedom within set rules,” the brand pursues a distinctive hip-hop mood. The brand name derives from the designer’s name and refers both to a brand created by the designer and to the designer himself as shaped by the brand.
Concept
Freedom within set rules