[A Wholesaler's Daily Life] Interview with the CEO who reduces sleep time for design to production, sales, and management

Q. Please introduce yourselves and your store.

We are co-representatives Ji-hyun Oh(hereafter referred to as Oh) and Hee-ho Lee (hereafter referred to as Lee). 
Oh has about 7 years of experience in clothing design and pattern making, and Lee has 7-8 years of experience in pattern making and 3 years in design. 

Though we've only started our brand for about 5 months, both of us have been active in the Dongdaemun fashion industry for a long time. We had a chance to work together for the first time, then realized that our partnership was good. Therefore, we eventually began talking about starting our own brand together, and that's how it was born. 
The brand name 'In the Beginning' reflects our determination to say "Let's get started now!" 

Our goal is to provide quality clothing at reasonable prices while targeting a broad age range from teens to those in their 30s. Since we are still in the early stages, we focus on reflecting Korean trends rather than establishing a distinct style.

Q. How did you start your wholesale business first? 

Both of us originally worked as designers and had good relationships with factory owners and store operators. Then, by chance, we had the opportunity to take over a store.

At first, I thought, 'Can I really do this?' and hesitated for about three months. However, every designer working in Dongdaemun has a dream of one day having their own brand, and we felt the same way. We thought, 'We have to do it someday,' and during those three months, as we were persuaded repeatedly, we realized this could be our opportunity and mustered the courage to take the plunge.

Q. What challenges did you face when starting your wholesale business?

To be honest, it’s really tough every single day. We have to handle everything—design, production, sales, and store operations—ourselves. Every day, we start packing up at 8:30 PM and go to the store by 11 PM, running the store until 6 AM the next day. During operations, one of us goes back to the office to pack orders, and by 11 AM, we regroup to design and produce new items. We also communicate with clients via KakaoTalk and work on sales every day. As a result, I only get about 4 hours of sleep daily. 

However, I've become accustomed to this lifestyle; it feels like a state of alertness. I view the difficulties we’re experiencing now as part of the path to success. The only regret is that while the clothes we design and produce are beautiful in our eyes, they don’t always sell 100%. After all, if they don’t sell, the effort is meaningless. 

When that happens, we analyze the reasons for failure and work quickly to improve. In tough moments, I remind myself how grateful I am to be doing this work and keep pushing forward.

Q. What key points do you insist on when making clothes?

We use new techniques and various fabrics. Our goal is to sell high-quality clothing at reasonable prices. 
With my extensive experience in pattern making, I believe I can create stylish designs.

Q. What does 'Dongdaemun' mean to you?

I would describe it as 'a place that shines at night.' 
Even in the dead of night when everyone is asleep, many people continue to work late into the night in Dongdaemun. 

The building we are in is very cramped, so we have a separate warehouse, but the atmosphere there is completely different. Every time I move to Dongdaemun, seeing people sweating and working towards their goals motivates me greatly, and I feel, "I’m also working hard here."