Gu_de

 South Korean based accessories label gu_de (pronounced ‘good’) was founded in 2016 by Founder and Creative Director, Ji Hye Koo, who has over 15 years’ experience working within various fashion design conglomerates. 

‘gude’ is how Scots pronounce good, this was chosen as brand name to reflect uniqueness of the brand and also to represent that gu_de is eager to supply great materials, great composition and great quality at affordable prices to customers. 

Inspired by 70’s vintage mood, gu_de’s bags have understated details, fresh and unique shape. Timelessness is at the essence of gu_de and offering customers a “new classic” is the brand’s philosophy. Even though fashion and trends have changed, the universal beauty and exquisite pieces always remain forever. 

gu_de’s collections are now available at over 30 stockists internationally, including NET-A-PORTER within their Vanguard mentorship program for the new wave of fashion talent, and Net’s ‘The Korean Collective’ – their exclusive capsule of Seoul’s coolest under-the-radar brands taking the fashion world by storm. Other retailers include Selfridges, Harvey Nichols, Shopbop, and Saks.