It must be acknowledged that in recent years, the global fashion scene has become much more playful. Today's trends are no longer dictated solely by runways or major brands but emerge from people enjoying expressing their personal style more freely.
Second-hand clothing and accessories have gained growing popularity, leading to a renewed interpretation of Vintage and Y2K styles online. Multiple aesthetics have emerged simultaneously, keeping the feeds of fashion enthusiasts fresh every day—from coquettish looks one day to gothic styles the next, all worn with confidence.
This diversity has made modern fashion more inclusive and has inspired many young people to start their own brands, often from personal interests, small communities, or selling vintage clothes online, like the fashion brand we had the chance 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 worldwide fan base within just a few years.
Their market expansion into Thailand is not merely opening a new store outside Korea but a significant step in connecting with women worldwide through lifestyle and self-confidence.
Glowny's story begins with the fashion passion of two founding sisters, Jiho Choi and Jane Choi. Their lives have been surrounded by clothing and art. Their mother once ran a clothing business in Korea and often dressed in vintage styles that stood out from typical women's fashion at the 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 unusual because none of my friends' mothers dressed like that. But as I grew up, I realized my mother's style was very cool," Jane recounted proudly, sharing a personal story that continues to inspire her today.
As someone who loves Levi’s jeans, vintage items, and feels comfortable dressing in a boyish style, she resonates deeply with these beginnings.
Before launching their own brand, Jane and her sister started by selling vintage clothes online, sourcing apparel from the United States to sell in Korea through second-hand platforms like Depop and other online channels. Positive responses from friends and early customers revealed new opportunities. "At first, we just bought clothes to sell, but when we saw people liked the styles we picked, we started thinking, why not try making our own clothes?" And that was the origin of Glowny, which began in 2020.
A key characteristic of Glowny, evident in both their brand drivers and clothing designs, is the fusion of American classic and Korean simple elegance.
Jane explained that she and her sister lived in the United States for seven years before returning to Korea to start their business. This experience helped them observe cultural differences in dressing, especially that American women enjoy more freedom in fashion expression, while in Korea’s relatively conservative society, many women lack confidence in expressing themselves through clothes and often choose garments that conceal their bodies.
They wanted Glowny to be more than just a clothing store; it would sell a lifestyle and mindset, making clothes a tool for self-expression rather than imposing a style on wearers, following the brand philosophy that "Everyone has their own unique glow."
Glowny began with basic items like white T-shirts and jeans, which became best-sellers. They then created Lifewear focusing on simplicity, comfort, and easy daily wear with clear character, allowing customers to mix and match as they wish. "We always think customers should be able to walk into our store and find at least one piece that fits their life. One product that built our reputation is the ‘G Baby Tee,’ a signature T-shirt that has become a brand classic."
The stylish American Vintage look combined with Korean fashion sensibility creates a simple yet charming design by balancing sweetness with classic cuts, producing an effortless but captivating "Cool-Chic It-Girl" vibe. . (Continuation of previous part; no additional text) This style resonates with many young women today.
Lisa from BLACKPINK paired Glowny jeans on the cover of Vogue Thailand. Numerous K-pop idols wear the brand daily, including Jennie and Rosé of BLACKPINK, as well as Jang Wonyoung and Ningning from aespa.
Images of Glowny items shared by these artists on social media have rapidly boosted the brand’s recognition among K-pop fans and fashion communities, making it one of the indie Korean brands gaining attention among the younger generation.
Within just 5-6 years, Glowny has grown rapidly from an online store to a fashion business with physical stores expanding into international markets. The company’s revenue has steadily increased, reaching around 25 million USD last year, with projections of 30-40 million USD this year and plans for continued growth in the coming years.
"We are constantly learning because the business is growing very fast. The business world is not as easy as it looks; many only see the glamorous side, but behind it, it's very challenging. The key is to believe in yourself and keep moving forward consistently, and most importantly, have a good team."
Glowny’s global market scale is supported by about 60 team members, including designers, headquarters staff, and store employees. Currently, they have about three stores in South Korea and plan to expand in various department stores. So far, they have extended their branches and marketing to 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, where they just opened their first pop-up store, is the first country in Southeast Asia where the brand has entered the market. This expansion into Thailand was not accidental.
Jane shared that several signs convinced them that the Thai market was ready. Firstly, many Thai customers traveled to shop at their Korean stores, and they had collaborated with Thai influencers before seriously expanding the market. For her, Thailand is not just a new market but a place she personally feels connected to.
"I've been to Bangkok many times, and every time I meet Thai customers in our Korean stores, they always say they love our brand." This made her believe that Glowny and Thai women share something in common: the courage to express themselves and shine in their own way. Additionally, their online customer base in Southeast Asia has been steadily growing.
Another reason is climate and dressing style. Glowny’s best-selling items like T-shirts, denim, bikinis, and summer-toned clothing perfectly suit Thai women's lifestyles.
From Jane’s perspective, Thailand is a unique market where people quickly embrace pop culture from around the world, making it a destination for many global brands. Meanwhile, the lifestyle fashion and niche brand market still have ample room to grow. She believes Thailand may soon become one of Asia’s key fashion hubs.
The special feature of this pop-up store launch is that Glowny designed the GLOWNY STRAWBERRY LIMITED EDITION COLLECTION in collaboration with The Mall Group, offering exclusive, cheerful items available only in Thailand. Inspired by her personal fondness for strawberries, the designs are playful and fit the summer atmosphere in Thailand, creating cute items especially for Thai customers.
When asked about their initial expectations for opening the first store in Thailand, after being invited and supported by key partner The Mall Group, she replied that for Glowny, success in a new market is not measured solely by sales.
More importantly, it’s about women in that country understanding the brand’s concept. If women feel connected to Glowny and incorporate it into their daily lives, that is true success. Ultimately, Glowny doesn’t just aim to sell clothes but wants to tell all GLOWNERS (Glowny girls) that they can shine in their own way.
"We never think that a Glowny girl has to be a certain type of woman or come from a specific country. For us, the important thing is self-expression. The brand’s clothes are designed to be easy to mix and match and fit diverse lifestyles, helping women feel confident wherever they are—even wearing just a white T-shirt, they can glow in their own way."
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