MAGAZINERADIOSHOP
LOG INSUBSCRIBE
2025-08-21
Written by Evelyn Carter
In a quiet corner of the fashion world—far from the noise and spectacle—a story begins, not with a bang, but with a whisper. This is the world of kubeko, a brand born from introspection, emotion, and a belief that style should be deeply felt rather than loudly proclaimed.
Founded by Heewon Lee and Keon Jung, kubeko makes its first appearance with Crying Boy—a debut collection that opens the door to an unfolding narrative. At its heart is the titular Crying Boy, a character who has lived his entire life in a single room. Fragile yet dreaming, isolated yet hopeful, he steps hesitantly into the outside world—yearning to discover what lies beyond.
The visual language of the collection is rich in metaphor. A white flower with dangling roots signals the beginning of a journey in search of belonging. A massive fish, gliding through the compositions, reminds us we are part of a vast ocean. Paper cranes hint at delicate potential in flight, while a white door stands ajar—an invitation to move beyond fear and self-doubt.
These motifs are not decorative afterthoughts—they echo through every silhouette, fabric, and finish. The palette draws from earthy tones, symbolic of sprouting seeds and new beginnings, while natural fabrics ground the vision in tactility and honesty.
Kubeko’s design ethos is what the founders call a “shy rebellion”: garments that may appear understated from afar but reveal unexpected, deeply personal details upon closer inspection.
These touches reflect kubeko’s belief that clothing should unfold over time, revealing layers of craft and meaning to those who engage with it.
Every piece is made with the same care and intimacy as the brand’s storytelling. From hand-stitched hems to custom knits developed in-house, the process is intentionally slow—more akin to nurturing than producing. The founders remain personally involved in each stage, ensuring every garment carries the imprint of their vision. Their studio functions not just as a workspace, but as an incubator for ideas yet to take flight.
“We don’t present the best or second best,” the team says. “We present what is purely ours—worn, carried, and engraved in fondness.” This is fashion as emotional resonance, not seasonal spectacle.
As Crying Boy steps into the world, so too does kubeko—with tenderness, conviction, and the courage to dream aloud. The debut collection is more than an introduction; it is a manifesto in fabric—where signature details become personal talismans, and brand philosophy is woven directly into the seams.