heich es heich is a young korean fashion label that's going places. founded only two years ago by sang hyuk han, a designer who has honed his skills at a string of fashion brands both home and abroad, heich es heich has taken the local fashion scene by storm with a mix of classic silhouettes and modern detailing. the brand has taken its operations to a new level by opening a combined store and showroom in shinsa-dong, an upscale area of seoul known for its abundance of trendy boutiques and cafés. situated in a spacious basement unit of a low-rise modern structure with an inconspicuous façade of limestone and red bricks, the heich es heich store features an interior design that seamlessly matches the aesthetic of the clothing.
a bare ceiling with utility pipes, which obviously comes with the location, are paired with sophisticated moulded panels in a soft grey hue along one side of the retail space and a polished concrete floor. at the far end of the space the paneling conceal a small storage space. furnishings are sparse and simple, consisting of moveable clothing racks in black and white, a design table and chairs, in addition to select props that not only add a homey vibe but also reveal hang's keen interest in popular culture. the new heich es heich store carries the brand's full range of men's and women's collections. location: victovil building, 515-4 shinsa-dong, basement section [shinsa-dong].