It must be acknowledged that in recent years, global fashion has become much more playful. Today’s trends are no longer dictated solely by runways or major brands but arise from people enjoying dressing in their own unique ways.
Secondhand clothing and accessories have grown increasingly popular, leading to vintage and Y2K styles being reinterpreted online. Multiple aesthetics have emerged simultaneously, keeping fashion enthusiasts’ feeds fresh and inspiring. One day you might dress coquettishly; the next, embrace gothic style, experimenting confidently.
This diversity has broadened fashion’s inclusivity and inspired many young people to launch their own brands—from personal passions, small communities, or selling vintage clothes online—just like the fashion brand we had the opportunity to discuss with on the occasion of their first store opening in Thailand.
BrandStory Column This time, we want to introduce everyone toGlownya South Korean fashion brand rapidly growing in the global market. They began as a small online vintage shop and expanded into a fashion business with retail channels and a global fanbase within just a few years.
Their market expansion into Thailand is not merely opening a new store outside Korea but an important step to connect with women worldwide through lifestyle and self-confidence.
Glowny’s story began with the fashion passion of two sisters, Jiho Choi and Jane Choi. They grew up surrounded by clothing and art. Their mother once ran a clothing store in Korea and often dressed in vintage styles distinct from other women of her time.
"My mother liked wearing vintage Levi’s jeans with simple T-shirts and carrying vintage Chanel bags. When I was young, I thought it was strange because none of my friends’ mothers dressed like that. But as I grew up, I realized her style was very cool," Jane said. Jane shared this story with pride, noting it continues to inspire her today.
As someone who loves Levi’s jeans, vintage items, and enjoys a boyish style, she strongly relates to this origin.
Before creating their own brand, she and her sister started by selling vintage clothes online, importing items from the United States to Korea through secondhand platforms like Depop and other online channels. The positive feedback from friends and early customers helped them see the opportunity. "At first, we just bought clothes to sell. But when we saw people liked the styles we chose, we began thinking, why not try creating our own clothes?" That marked the beginning of Glowny, which started in 2020.
A key signature of Glowny, visible both in the founders’ character and the clothing designs, is the blend of American classic and gentle, simple Korean aesthetics.
Jane explained that she and her sister lived in the United States for seven years before starting their business in Korea. That experience made her notice cultural differences in dressing, especially how American women enjoy more freedom in fashion, while in conservative Korea many women lack confidence in expressing themselves through clothing, often choosing items that conceal their bodies.
They wanted Glowny to be more than a clothing store—it would sell a lifestyle and mindset, making clothes a tool for self-expression rather than imposing styles on the wearer. The brand philosophy is that "Everyone has their own kind of light."
Glowny began with basic items like white T-shirts and jeans that became best-sellers, then expanded into Lifewear emphasizing simplicity, comfort, and easy daily wear with clear character, allowing individuals to mix and match as they wish. "We always thought customers should be able to walk into our store and find at least one piece that fits their life. One product that made our name is the ‘G Baby Tee,’ a signature T-shirt that has become a brand classic," she said.
The cool beauty of American vintage style combined with Korean fashion sensibility brings a simple yet charming feeling. By tempering the sweetness of cute items with classic design, they create an effortless look that remains attractive, a “Cool-Chic It-Girl” style, which suits many young women today.
Lisa from Blackpink wore Glowny jeans on the cover of Vogue Thailand. K-pop idols such as Jennie and Rosé from BLACKPINK, as well as Jang Wonyoung and Ningning from aespa, wear the brand’s clothes in daily life.
Images of Glowny items on these artists’ social media have rapidly increased the brand’s visibility among K-pop fans and fashion circles, making it one of the Korean indie brands gaining attention from the younger generation.
In just 5-6 years, Glowny has grown rapidly from an online shop to a fashion business with physical stores and international expansion. The company’s revenue has steadily increased, reaching about 25 million USD last year. This year, they expect 30-40 million USD with plans for continued growth in the coming years.
"We still have much to learn because the business is growing fast. The world of business isn’t as easy as it looks. Many see only the beautiful side, but behind it is very challenging. The key is to believe in yourself and keep moving forward consistently, and most importantly, have a great team," she said.
Glowny’s global market scale is supported by about 60 team members, including design, headquarters, and store staff. Currently, the brand has about three stores in South Korea and plans to expand further in department stores. They have already expanded and marketed in Japan, the United States (Los Angeles), Canada, Australia, China, Hong Kong, and Taiwan.
In the future, the brand plans to expand to New York and Singapore and is considering additional stores in Japan. Thailand, with its first pop-up store, is the brand’s first market in Southeast Asia. This expansion into Thailand did not happen by chance.
Jane said several signals indicated Thailand’s readiness for the brand. First, many Thai customers travel to shop at their Korean stores. Also, working with Thai influencers before seriously entering the market helped. For her, Thailand is not just a new market but a place with personal connections.
"I’ve been to Bangkok many times, and whenever I meet Thai customers at our Korean stores, they often say they love our brand," she shared. This made her believe Glowny and Thai women share something in common: the courage to express themselves and shine in their own way. Additionally, the online customer base in Southeast Asia continues to grow.
Another reason is the climate and dressing style. Glowny’s best-selling products—T-shirts, denim, bikinis, and summer-toned clothing—suit the Thai lifestyle well.
From Jane’s perspective, Thailand is a unique market where people quickly embrace pop culture from around the world, becoming a destination for many global brands. Meanwhile, the lifestyle fashion and niche brand market still have significant growth potential. She believes Thailand could soon become one of Asia’s key fashion hubs.
For the special occasion of this pop-up store launch, Glowny designed the GLOWNY STRAWBERRY LIMITED EDITION COLLECTION in collaboration with The Mall Group, offering exclusive, cheerful items sold only in Thailand. Drawing on her personal fondness for strawberries, she designed fun pieces fitting Thailand’s summer atmosphere, creating cute items especially for Thai customers.
When asked about her initial expectations for opening the first store in Thailand, after being invited and supported by key partner The Mall Group, she said Glowny does not measure success in a new market solely by sales.
More importantly, it is about women in the country understanding the brand’s concept. If women feel connected to Glowny and incorporate it into their daily lives, that is success. Ultimately, Glowny aims not just to sell clothes but to tell all GLOWNERS (Glowny girls) that they can shine in their own way.
"We never think the Glowny girl has to be a certain type of woman or from any specific country. For us, what matters is self-expression. Our clothes are designed to be easily mixed and matched and suit diverse lifestyles, making women feel confident wherever they are—even wearing just a white T-shirt, they can shine in their own way," she said.
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