EENK is a Korean label, rewriting fashion’s alphabet with imagination and intent. Founder and designer Lee Hyemee shares how each letter-themed collection channels individuality and craftsmanship. Fusing the concepts of retro romance with modern edge for women who dress with purpose and distinction. In this exclusive interview, founder, director and designer Hyemee Lee unveils the poetic vision behind EENK — a Seoul-based brand built on the art of narrative design. With each collection representing a different letter of the alphabet, EENK transforms fashion into a curated language of ideas, with each collection serving as a distinct expression of identity. Rooted in storytelling and driven by conceptual depth, the brand celebrates a woman who defines trends with intellect, emotion and effortless elegance. Drawing from vintage references and future-facing silhouettes, EENK evokes a refined sense of nostalgia, literature and craftsmanship. Lee infuses her collections with cultural awareness and instinctive artistry, offering not just clothes, but chapters in a continually unfolding story. We were joined by Hyemee to get to know the woman behind the brand.
What does the name EENK symbolize, and how does it reflect your personal identity and the brand’s broader vision?
The brand name “EENK” is a creative twist on the word “INK,” reflecting the double “E” from my name, Hyemee Lee. It symbolizes both the medium of ink, used to print, and my personal identity. Through the Letter Project, I aim to construct a rich and diverse universe for the brand. EENK serves as a medium for sharing designs imbued with taste, culture and storytelling. What distinguishes EENK is its unique approach of presenting collections through the “Letter Project”, where each season is themed around a letter from A to Z. This project reflects the brand’s distinctive method of conveying its aesthetic and vision. By proposing seasonal keywords or capsule collections based on each alphabet letter, EENK continues to expand its universe in a rich and diverse manner. EENK is progressively expanding internationally, having showcased six runway collections in Paris, starting with the Spring/Summer 2023 collection titled “W for W.W.W” and most recently presenting the Fall/Winter 2025 collection, “B for Binding”. The brand’s distinctive approach, known as The Letter Project, assigns each season a theme corresponding to a letter of the alphabet, allowing for a deep exploration of concepts beyond fleeting fashion trends. This methodology reflects a desire to delve into the significance of a single letter, serving as a medium to express the designer’s identity. Rather than conforming to linear definitions or seeking definitive conclusions, EENK embraces exploration over finality and documentation over fleeting fashion. The brand aspires to exist as an open canvas, much like the alphabet, reflecting a desire to live as an entity filled with possibilities. In this context, “EENK” was conceived with a focus on valuing each letter, rather than chasing easily erasable trends.
Who has been the most influential figure in your life, and how did they shape your path in fashion?
It’s not one specific person who has influenced me the most, but my whole family, who have been a constant presence in my life. When I was young, my father ran a printing office, so I was constantly surrounded by typesetting and the scent of ink. As a result, I was constantly surrounded by letters, fonts and images, which naturally sparked my interest in visual materials. My love for books from an early age introduced me to the allure of storytelling. Influenced by my mother’s keen interest in fashion, I developed an early aptitude for art and consistently drew attention for my sense of beauty and style throughout my school years. These formative experiences not only shaped my sensibilities as a designer but also deeply influenced the identity of EENK. My younger sister has always been a steadfast source of support and encouragement. Today, she plays a pivotal role in EENK’s core operations, making substantial contributions to the brand’s growth and management. Her involvement has been instrumental in shaping both the emotional stability and the practical foundation within the company. My husband, prior to our marriage, was involved in the fashion industry. At a time when I had no intention of launching my own brand, he was the first to suggest the possibility of creating one. Without his proposal and unwavering belief in me, EENK might never have come into existence. In this way, many aspects of EENK’s inception, direction and my personal journey as a designer have been deeply influenced by the sensibilities and experiences cultivated within the embrace of my family.
In a trend-driven industry, how do you create designs that feel timeless and retain long-term value?
Timeless design doesn’t merely respond to fleeting trends; it resonates with deeper contexts, emotions and memories. When developing a collection, establishing an emotional connection with the theme is paramount. Beyond mere styling, each item should harmoniously integrate symbolism, structure and craftsmanship throughout its creation process. As these elements accumulate, the design acquires a sensitivity and durability that transcends a specific time. I also believe that a timeless design requires a clear brand aesthetic and language. The goal is not to create a design that is easily consumed and forgotten, but to create a form, texture and message that remains in a person’s memory for a long time. EENK is a brand that values timeless design and quality above all. What we consider most essential is balance. Materials, patterns, silhouettes and details are all important, but it is the harmony among these elements that brings completeness and refinement to a design. EENK is for timeless beauty by combining contrasting textures, a rich color palette and dramatic silhouettes that share personal taste and emotional resonance. Constantly reflecting on the balance between originality, commercial appeal and practicality, we seek to connect with individuals who cherish the brand’s core values.
Can you describe the relationship you envision between your designs and the individuals who wear them?
I hope to evoke emotions within myself through EENK’s distinctive style and look forward to moments of emotional exchange with others. By styling with a personal identity, one can gain confidence, feel happiness, experience love and foster affinity and empathy. I envision EENK serving as a medium for these connections. In an era where fast fashion and endless trend cycles prevail, I aspire for EENK’s items to transcend being ephemeral products. Instead, I hope they become timeless collectibles, cherished as vintage pieces by someone in the future Recently, EENK has expanded to include a men’s line. The brand designs for individuals who, regardless of gender, value themselves, prioritize their own perspective over how others perceive them and enjoy creating their unique style without fear. EENK seeks to empower those who love themselves, possess strong self-esteem and approach life with sophistication.
Where do you find inspiration for your collections, and how does it evolve from concept to creation?
There are five senses that humans can experience, and among them, what we see with our eyes has the greatest impact. What I experience and see daily influences the criteria I use to make choices and decisions. The inspirations for my collections come from the things I see and experience firsthand during the time I’m designing. Magazines, social media,’80s and ’90s collections, exhibitions and my friends and team members’ style all have a strong influence on me. The creative process for a collection begins with creating a mood board. The process of editing each element, including theme, material and color, is repeated continuously. The core of the process begins with classic foundations, evolving toward contemporary tastes infused with a touch of fantastical elegance. The aim is to create vibrant expressions through unexpected combinations, introducing unconventional details to traditional pieces or applying innovative materials to familiar silhouettes.
Tell us more about The Letter Project — how did this concept originate, and what role does it play in defining the brand’s identity?
The Letter Project is EENK’s way of sharing inspiration. Arranging the collection in alphabetical order and assigning keywords, such as items or themes, to each letter of the alphabet is a way to create a storyline for the collection, serving to arouse curiosity about the next one. I believe that through each collection, we can demonstrate the power of visual storytelling that makes EENK more than just a brand. We aim to share the aesthetics that the brand pursues by constantly presenting new concepts and items, and to deliver a sense of fantasy and emotion.
How have your Korean roots and the Korean fashion scene influenced your creative process and brand ethos?
The Korean fashion industry is dynamic, fast-paced and driven by a strong desire for change. Thanks to social media and online platforms, Korean fashion, along with its artists, has gained unprecedented global recognition. It has also become easier for non-experts to enter the fashion industry, leading to a surge of new brands emerging in the market within a short period. Commercial appeal and practicality have become increasingly important, and many brands are breaking down the boundaries of diversity. In the cycle of recurring seasons, there is rarely enough time for brands to reflect deeply on the long term. It has become more challenging to consistently and powerfully leave a lasting impression with each new collection while maintaining a unique identity. It is also becoming increasingly important to focus on the essence of the brand and stay immersed in training a contemporary sensibility, so that interest in the brand lasts beyond just a moment. That’s why, when creating a new collection, I try to write a new story and concentrate more on EENK’s unique identity. The process of becoming a global brand is also challenging. As I presented on the runway at Paris Fashion Week for six consecutive seasons, I began to reflect on the aesthetics of Korea, the foundation of both myself and the brand, because I believed it to be the most powerful force in distinguishing a Korean designer brand in the global fashion market. I strive to invest time and effort in refining EENK’s identity, which is rooted in Korea: a style that is both classical and contemporary, an archive and history that continue to build over time, and most importantly, the teamwork of the crew that brings the brand’s story to life.
What has been your proudest career achievement so far, and conversely, what challenge have you had to overcome to get where you are today?
One of the proudest moments of my career was when EENK presented its first solo show at Paris Fashion Week. It became even more meaningful when Carla Bruni, model, singer and former First Lady of France, graced the runway, adding depth to the collection. That moment was more than just a fashion show — it was a powerful opportunity to express the brand’s long-built identity and inner world through a global language. It was even more special in that it expanded the brand’s narrative with a figure who intersects culture, politics and art. It was a time to confirm the possibility that EENK’s unique sensibility and archival spirit can be conveyed as emotion beyond borders. The most consistent and ongoing challenge I face is leadership. Beyond simply managing a brand, I feel a daily responsibility to make better decisions, foster open dialogue and carry a deeper vision as someone who guides the direction and culture of the team. Leadership isn’t something accomplished once, it must evolve constantly in step with the brand’s growth. Through that journey, I’ve come to realize the importance of continually renewing myself. I’ve also learned that humility sometimes means quietly listening and simply observing. In the end, I believe that achievement and challenge always coexist, and that where I stand today is the result of these two forces intersecting over time.
What is your long-term vision for EENK — creatively and globally — and what impact do you hope to leave on the fashion world?
In the short term, the focus will be on expanding the distribution network through an aggressive strategy aimed at Korean customers. Following the opening of our flagship store in Seoul, EENK expanded its presence by opening a store at Shinsegae Centum City, marking its first entry into department stores. This was followed by the launch of a new store at Shinsegae’s Main Branch in April this year. Additional department store openings are currently under discussion, with plans to expand into the Seoul metropolitan area and other major cities by next year. Furthermore, the brand aims to strengthen its presence in the Korean market by managing inventory through outlet stores. In the long term, the goal is to further strengthen our presence in the global market. To maintain the momentum gained from the six runway shows in Paris, EENK is currently considering establishing a Paris office and opening a standalone store, which would serve as a base for actively targeting the European market. We’re also pursuing strategies to expand into Southeast Asia, as well as other fashion-leading countries such as Japan and the United States. Based on these plans, EENK, the flagship brand of LETTERS Inc., ultimately aims to establish itself as a global house brand rooted in Seoul.
What advice would you give young women aspiring to build a creative career in the fashion industry?
Fashion must constantly strike a balance between personal taste and public preference, between global trends and local sensibilities. With every changing season comes a new collection, trends circulate rapidly, and within that cycle, brands must continually reflect on their identity and direction. In an era already saturated with information, it’s no longer sustainable to rely on instinct and intuition alone. As we may soon find ourselves competing with AI, creativity and distinctiveness will become even more essential. It’s also essential to maintain curiosity as a designer and to have the right attitude toward teamwork. Since creative sensibility belongs to the realm of intuition and has no clear answers, I believe the ability to communicate that vision, and the attitude toward those who bring it to life with you, are fundamental.
