YUME YUME Launches First Store in Korea: What to Expect from the New Fashion Destination

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The Netherlands-based contemporary fashion brand YUME YUME has opened its first standalone store in South Korea, kicking off a full-scale push into the Korean market.

YUME YUME announced on March 13 that it has opened a standalone store at Lotte Avenuel Jamsil in Songpa‑gu, Seoul. The new location follows the brand’s January pop-up at Galleria’s luxury WEST, an exhibition-style space that highlighted the label’s sculptural designs and singular aesthetic and drew attention from fashion insiders and consumers alike.

Located on the fifth floor of Lotte Avenuel Jamsil, the YUME YUME store will act as the brand’s retail hub in Korea—a place where shoppers can experience its identity up close.

YUME YUME is a contemporary label based in Amsterdam. The name YUME YUME—Japanese for “dream”—anchors a brand identity rooted in sculptural designs that blur the boundary between reality and imagination.

The brand treats shoes not as simple accessories but as objects and tools of self‑expression. From that philosophy, YUME YUME creates experimental, unmistakably unique shoes that have turned heads on the global fashion stage.

YUME YUME is known for its voluminous outsole constructions, sculptural silhouettes, and savvy color play. Collections often draw on specific themes—camping, vacations, ballet—and translate those motifs into wearable, artful designs.

The color story leans on earthy tones, with trend-forward silver highlights and classic black-and-white accents to create a distinctive vibe.

Despite its design-forward approach, YUME YUME prioritizes comfort. That balance of sculptural form and everyday wearability is a key part of the brand’s appeal.

A standout piece is the signature Love Boots, featuring a 3D heart motif. When model Lee Hyun‑yi wore them, they sparked buzz and quickly became one of the label’s defining items.

At the Lotte Avenuel Jamsil store, shoppers can find the Love Boots alongside the latest seasonal collection, signature pieces, and curated lines popular at global select shops. The space offers an opportunity to experience the brand’s design philosophy and style in person.

Alongside the offline opening, YUME YUME plans to expand its online distribution. Currently available through limited online channels, the brand will roll out to major domestic fashion platforms and select shops so more consumers can discover it.

A company representative said, \”The Galleria luxury pop-up confirmed strong interest from Korean customers. Starting with the Lotte Avenuel Jamsil standalone store, we plan to strengthen both online and offline distribution and accelerate the brand’s expansion in the Korean market.\”

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