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📍 Retouch Store Information
📷 Instagram: @retouch_ognd
📍 Location: 12, Wausan-ro 29-gil, Mapo-gu, Seoul, South Korea (Retouch Store, 1st Floor)
🗺️ Google Maps Link: Click here to open in Google Maps
South Korea’s vintage culture has a relatively short history. While some older generations appreciate and treasure old items (if you’re curious, go check out Dongmyo, Seoul’s legendary flea market!), most Koreans have traditionally preferred new products, and second-hand goods were often undervalued.
This trend is deeply connected to Korea’s rapid industrialization, where everything was about efficiency, newness, and speed.
But something is changing. Young Koreans, especially those in their 20s and 30s, are embracing vintage fashion like never before. This generation loves to express their individuality and has a strong wish to own one-of-a-kind (One & Only) items. Vintage isn’t just about clothing—it’s about storytelling, nostalgia, and creating a unique personal style.
Even global fashion icons like BLACKPINK’s Jennie, BIGBANG’s G-Dragon, and BTS’s V are known for their impeccable fashion sense. They often incorporate vintage pieces into their looks. This shift in mindset is reshaping Korea’s fashion landscape, making vintage more than just a trend—it’s a movement.
And at the heart of this movement is 리터치 (Retouch), one of Seoul’s must-visit vintage stores. Today, we’re sitting down with Mr. Ok. He is the owner of Retouch. We want to learn more about his passion. We will explore the evolution of Korea’s vintage scene. We will also discover why his shop is unlike any other.
🎤 Interview with Retouch Owner, Mr. Ok
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Mr. Ok: A Vintage Clothing Enthusiast in Hongdae
Mr. Ok is a clothing enthusiast. He has spent years collecting, creating, and cherishing vintage pieces. Now, he sells them.
His store is not the largest in Korea, but it definitely has its own unique appeal. Mr. Ok is particularly knowledgeable about vintage Nike gear and 90s apparel.
If you choose a piece from his store, he’s always ready to share its story. Every item has its own history, making it much more than just clothing.
Q: What made you start collecting vintage clothing and items?
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👉 My dad was a hoarder—he just couldn’t throw things away. He especially loved collecting records and books. Growing up around that, I naturally developed a love for old things too.
Q: Why did you decide to open a vintage store in Korea?
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👉 I studied fashion design and business in university and worked as a designer and creative director after graduating. But I became disillusioned with the fast-paced, mass-production-driven fashion industry.
Korea’s fashion market is extremely trend-driven. Trends come and go quickly, and many people end up following the same mainstream styles. I got tired of that. Instead, I started collecting and wearing clothes with history and character, which eventually led me to open Retouch.
Q: What are some unique items that can only be found at Retouch?
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👉 We have our own custom vintage line and exclusive souvenir goods!
One of our most popular items is the “I ❤ Seoul” T-shirt, which is a hit among international visitors. The artwork on the back of the shirt was designed by my French friend. Her name is Chloé, and she is a graphic designer and tattoo artist from Paris.
She fell in love with Korean culture while visiting Seoul and even told me, “I like Seoul more than Paris!” So, I challenged her: “Then draw everything you love about Korea!”
The result? A T-shirt features cute illustrations of Korean snacks. It also showcases street food that Korean girls in their teens and 20s adore.
I love the idea that tourists who buy this T-shirt will try each of the illustrated foods before leaving Korea. It’s a fun way to explore the country through taste!
Q: What’s the most valuable item in your store?
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👉 The 2011 H&M × Maison Martin Margiela collaboration pieces.
Margiela officially retired from his brand in 2008. This collaboration was unique because it remade archival pieces from past collections. This was one of the last projects Margiela personally oversaw. It holds a special place in my heart as a fan of his work.
Q: Any style tips for Retouch shoppers?
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👉 “Don’t follow trends. Find yourself!”
The coolest style is the one that feels the most authentically ‘you.’ Don’t worry about what others think—just wear what makes you happy.
Q: What do international visitors love most at Retouch?
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👉 Tourists usually go for items that feel uniquely Korean—things they can’t find anywhere else. Some of our bestsellers include:
• Korea National Football Team jerseys
• T-shirts featuring Hangul (Korean alphabet)
We always try to keep a stock of these Korean-style vintage pieces. They sell out fast. So if you see something you like, grab it before it’s gone!
Q: Any tips for foreigners shopping for vintage in Korea?
👉 Some vintage shops in Korea mix in fake vintage from Southeast Asia, especially when it comes to:
• Sports jerseys
• Carhartt workwear
• Racing jackets
So be careful when buying these items! Always check if they’re authentic to avoid overpaying for knockoffs.
Q: Anything you’d like to say to international visitors at Retouch?
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👉 We’re a small shop, so we can’t guarantee we’ll have something for everyone. But we promise to give you a great experience and a good memory of Korea.
Oh, and by the way—if you’re in Hongdae and need a restroom, feel free to stop by Retouch. 🚻 Our restroom is free for everyone!
If you’re a vintage fashion lover, Retouch is a must-visit spot in Seoul! You’ll love this place if you’re looking for rare archive pieces. You are interested in custom vintage designs. It’s also a cool place to explore Korea’s growing vintage scene.
Got a favorite vintage store in Korea? Let us know in the comments! 🛍️✨
All images are provided by Retouch, and usage without the creator’s permission is prohibited.
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