Andersson Bell

Based in Seoul, with an emotional foothold in Scandinavia,

Based in Seoul, with an emotional foothold in Scandinavia, Andersson Bell Andersson Bell is rebelling against geography for a uniquely global mindset. For the young fashion brand, these disparate territories feed a vision built on the mood and aesthetic of both, where tradition and innovation, composure and chaos, become approachable designs with an inventive lilt. We talk to creative director Do-Hun Kim about the modern world view closing the gap between East and West.

How did Andersson Bell begin?

Andersson Bell was created in 2014 by creative director Do-Hun Kim, reinterpreting the Scandinavian vibe from the perspective of Koreans. Each word contains its own meaning: the first, “Andersson”, is a typical Swedish last name, and the second, “Bell” represents a traditional Korean temple bell. The two contrasting cultural traits combined as one and became Andersson Bell. At this point, Andersson Bell shows its unique perspective by putting contrasting cultures together, not only setting limits to the Scandinavian.

Describe the Andersson Bell ethos.

Andersson Bell, in itself, pursues a twist in the East and West moods. It is irrelevant to races and people can feel very unique by looking from anywhere in the East and West.

Where do you find inspiration?

I really like contrasting vibes. I stay in the most modern space in Seoul and listen to old – 70s – music. I wear very old vintage clothes and take a sophisticated car and travel in Korea. I suddenly see new images in my head when I enjoy these polarised things. So, I try to gather the pieces together and create something new.

What key features underpin your designs?

The material and material mix, balance, and realism. We mix the material but keep the balance in Andersson Bell style: it brings out what we seek, and becomes a back up.

What most attracts you to Scandinavian style?

Coincidentally, many of my personal Korean friends live in Sweden. I was attracted to the unique European feel of Northern Europe, while travelling in Stockholm and Copenhagen. The sunny weather and people's composure and calmness became very attractive. Seoul is a dynamic city with very busy, high traffic and extremely fast absorption due to the IT powerhouse, so Scandinavia felt exactly the opposite of Seoul. I wanted to launch the brand in the middle of those two points and express what I felt with clothes.

“Scandinavia felt exactly the opposite of Seoul. I wanted to launch the brand in the middle of those two points and express what I felt with clothes.”

How has Seoul shaped the brand?

Korea is an IT powerhouse, and all Koreans absorb various information everyday with their phones – many creators make their debut by covering their own tastes on them. Andersson Bell also launched when it reached its peak in 2014. We became popular at an early point because we have a unique story and look more exotic than other Korean brands.

Are there challenges that come with bringing together two distinct cultures as one?

There are many difficult parts. For example, choosing a material takes a very long time. There are times when we mix the material of Korean elements and materials that come to mind when you think of Europe, or add the calm sentiment of Northern Europe to traditional Korean silhouettes. Now I want to learn more about Scandinavia's old clothes and their future thoughts and make a collection, which feels more new.

Can you tell us about your creative process?

As I mentioned earlier, I like to put two extreme different things as one. The Andersson Bell story itself was also a reinterpretation of Scandinavia from a Korean perspective. Therefore, I try many different concepts when I prepare for the season collections. I spread out the polarised materials that fit the theme, then conjure up a Korean silhouette in the selected material. New ideas come to mind when colliding with high luxury accessories that are the opposite of old clothes, as well as old music, and Seoul's most modern place.

How do your source your fabrics?

50% of Andersson Bell's fabric is from South Korea, 30% from Japan, 20% from Italy and Europe.

What influenced your unisex collection?

There's no particular reason, but I think when women wear men's boxy clothes, I find it attractive. So, I launched the brand with three genders in my mind such as women, men, and unisex.

How has the industry changed since you started out?

“The fashion industry seems to have become difficult all over the world. Sustainability has changed from an option to a necessity.”

What most concerns you about the fashion industry today?

Environmental pollution is the first and second, as it is an extremely serious and important part. We're getting started using artificial materials for all fur, and we are also planning to show nice recycled clothes.

What’s next for Andersson Bell?

I want to make Andersson Bell more global. We are preparing a small rental apartment branded “Anderson Bell” in Korea, not just only in fashion. It is a fifth floor building in Seoul and Jeju Island for a single artist. We also are planning to build an Andersson Bell hotel in Seoul. I want to make a hotel, where it feels young and people feel they really want to stay when fashion people visit Seoul. I want to accomplish these plans as soon as possible.