[A Wholesaler's Daily Life] Interview with the CEO who has been in the Dongdaemun clothing industry for 20 years and is expanding his business in line with the times

Q. Please introduce yourselves and your store.

Hello, I’m Young-hwan Seo, the representative of Notice Clothing. Currently, I operate three stores: 'Notice Board' for men's wear on the 3rd floor of Nuzzon, 'Comme Ca' for women's wear on the 1st floor of Theot, and 'Moi' on the 4th floor. I’ve been running my own wholesale store since 2004, and this year marks 20 years in the industry. 

Hello, I’m So-young Pyo, the design director at Notice Clothing. I oversee the overall design of our brands, primarily focusing on the design of the men's wear brand, Notice Board.

Q. Can you tell us about the brands you operate?

Pyo : Notice Board, located on the 3rd floor of Nuzzon, targets young men in their teens to early 20s. We showcase clothing that is suitable for the younger generation, offering mid-range products with high-quality fabrics and careful attention to materials. 

Comme Ca, located on the 1st floor of Theot, targets women in their late teens to early 20s, providing trendy styles at affordable prices. In contrast, Moi on the 4th floor focuses on women in their mid to late 20s and 30s, emphasizing luxurious styles with high-quality fabrics and meticulous tailoring.

Q. How did you start in your wholesale business?

Seo: When I turned 20, I began working part-time in the Dongdaemun wholesale market to pay for my tuition. After graduating from university, I started working full-time in a male clothing store at APM. I worked long hours, often only sleeping 3-4 hours a day, and eventually took on the role of head designer, allowing me to launch my own brand. 

Pyo : I initially started my career as a graphic designer but always had an interest in fashion. I began designing clothes through an introduction from a clothing manufacturer, where I met Seo, and we’ve been creating clothes together for 20 years now.

Q. Has Sinsang Market been helpful for your business?

Seo: I started as a wholesaler in men’s wear and opened my first women’s wear store in Cheongpyeonghwa Market in 2013. Since this was a new category for me, I had many concerns for almost a year. Then I discovered Sinsang Market and began listing products. 

After that, my sales increased from about 400 thousand KRW per day to over 1 million KRW, reaching as high as 2 million KRW. At that time, I received around 30-40 orders daily through Sinsang Market, which took a lot of time to process. Many clients from rural areas and mothers who couldn’t visit Dongdaemun ordered significantly through Sinsang Market. This success enabled me to open an additional women’s wear brand.

Q. What are your future goals or directions?

Seo: I believe that not only branded products have value. Dongdaemun wholesale is the original fast fashion hub, possessing a unique value that can’t be replicated anywhere else. It is a place that has the flexibility to adapt without being constrained by fixed notions. My goal is to create an open organization where people in their 20s or 40s can freely discuss clothing without hesitation. 

Although I’ve been in Dongdaemun for 20 years, I don’t always feel confident when launching new products. I simply think that I need to work harder every season. I conduct market research, track trends, and create clothes amidst anxiety and apprehension. That’s what drives me. To be more candid, my belief is, "Let’s make sure it’s not embarrassing." If I can do business in Dongdaemun without shame while maintaining my core principles, I believe I can create a better year ahead.

Q. What does 'Dongdaemun' mean to you? 

Seo : My primary feeling is gratitude. I’ve spent my youth here, built a family, and now I’m a father. I am deeply grateful that thanks to 'Dongdaemun,' I’ve been able to make a living. From my 20s to nearly 50, I’ve never considered another path. I’ve never regretted this profession. Dongdaemun has always been here and must always be the foundation of my life going forward. 

Pyo : Dongdaemun feels like the air that’s always beside me. It’s rare to live one’s life doing what they love. I consider myself fortunate to be able to do what I love, and Dongdaemun has always been the place that allows me to pursue that happiness. In fact, Dongdaemun is a place that can be hard to endure without genuine passion for clothing. There’s a lot of stress and challenges, but I’m happy to be someone who can create the clothes I want.