OUWR, a pattern design brand born from the collaboration between a hanbok designer mother with 33 years of experience and her Chicago-educated daughter, is presenting new possibilities for K-culture through a series of collaborations with global brands ranging from Blackpink to Genesis. We met with Jang Ha-eun, CEO of Or Design House, who has established an IP licensing business with unique patterns that reinterpret traditional patterns in a modern way, to hear about her vision for the future of Korean culture.
CEO Jang Ha-eun's entrepreneurial journey began under the influence of her mother, who has been running a traditional hanbok business for 33 years. "Thanks to my mother, I was exposed to dyeing, patterns, and fabrics from a young age," she said. "This experience was a significant contributor to shaping the current Our brand identity."
His experience majoring in Textile Design at the School of the Art Institute of Chicago and working as an interior designer in the US for two years played a crucial role in expanding his business. "While working as an interior designer in the US, I experienced the importance of textiles not only in fashion but also in interior spaces and lifestyles," he explained. "Currently, our business is expanding beyond hanbok and apparel, focusing on textiles, into product and living categories."
The popularity of K-culture, particularly witnessed firsthand in the United States, instilled in him the confidence to expand globally. "Having personally witnessed the immense popularity and influence of K-culture in the United States, I became convinced that it could expand beyond Korea and into the global market," he recalled.
A unique IP created through a modern reinterpretation of traditional patterns.
Our's core competitiveness lies in its proprietary IP, which is derived from its proprietary pattern designs. CEO Jang has developed unique patterns inspired by traditional Korean patterns, reinterpreting them in a modern way. Representative examples include "unmun," a cloud pattern, the dancheong (traditional Korean decorative painting) of Joseon Dynasty architecture, lotus patterns, and various designs inspired by the traditional Korean ornament, norigae (Korean traditional ornaments).
“The brand name is derived from the Hebrew word ‘Our (אור)’ which means ‘light, creation’,” he said, explaining the brand philosophy, “We aim to consistently portray new images by interpreting the meaning contained within traditional patterns in a modern way.”
Licensing businesses based on these IPs are indeed achieving significant success. They have built a diverse portfolio, ranging from Blackpink concert merchandise to Genesis merchandise, collaborations with Chosun Hotel, LX Hausys, and various art museums. Blackpink's hanbok stage costumes, in particular, have garnered attention from international media outlets like CNN, earning recognition for their contribution to the globalization of K-culture.
Last June, with support from the Korea Arts Management Service, CEO Jang participated in a market research program aimed at expanding into the global market, focusing on promoting the beauty of hanbok in Europe. This program provided an opportunity for Our to further solidify its identity and competitiveness as a leading K-fashion brand.
The biggest challenge Jang faced was breaking down existing prejudices about hanbok. "I went through numerous trials and errors to make hanbok 'clothes people want to wear,'" he said. "I'm obsessed with modern reinterpretations, convinced that traditional culture will continue to shine, past, present, and future."
After four years of running the business, he recognized the market's potential. "Meeting with various companies and organizations, I realized there was a strong demand for Korean products across various categories—B2C, B2B, and B2G—and I personally felt the lack of a platform that currently provides such services," he explained.
Accordingly, OUWR has embarked on developing "HAOR (HAUS Of OUWR)," a marketplace platform that covers the entire spectrum of K-products beyond a single brand. HAOR is an online marketplace for independent Korean fashion, design, and art, curating creative art and products inspired by Korean culture. The company plans to open its first pop-up store in New York in 2025.
From breaking down hanbok stereotypes to building a platform, "We want to become a platform for spreading K-culture."
CEO Jang expressed his ambition, saying, “We aim to expand and distribute K-products by developing a Haor Marketplace platform that handles not only Our but also more Korean products.”
He delivered a message to investors and entrepreneurs: “The globalization of Korean culture is no longer an option, but a necessity,” and “I want to work together to create a new business model that harmonizes tradition and modernity.”
Our is the result of a mother's 33-year experience as a hanbok designer and her daughter's vision, bridging the gap between their global sensibility and the craftsmanship of her craft. Their patterns, which combine traditional patterns with a modern interpretation, are drawing keen attention to see how they will be received on the global stage.
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