Gentle Monster
IICOMBINED · South Korea
Gentle Monster is a South Korean eyewear brand founded in Seoul in 2011 by Hankook Kim and owned by the parent company IICOMBINED. It is known for bold sunglasses, high-profile collaborations and stores designed like art installations. Investors have included L Catterton and, according to 2025 reports, Google, with which it is developing smart glasses.
| Founded | 2011 |
|---|---|
| Founder | Hankook Kim |
| Owner | IICOMBINED |
| Headquarters | Seoul, South Korea |
| Sister brands | Tamburins, Nudake |
| Stores | 84 worldwide (2026, Wikipedia) |
| Website | gentlemonster.com |
What is Gentle Monster?
Gentle Monster designs sunglasses and optical frames with a fashion-forward, often sculptural aesthetic. It belongs to IICOMBINED, a Seoul company that also operates the fragrance brand Tamburins, the dessert brand Nudake and other lifestyle labels. As of 2026 Wikipedia reports a network of 84 stores worldwide.
History
Hankook Kim founded Gentle Monster in Seoul in 2011. The brand grew quickly in Asia and then internationally, helped by striking retail design and celebrity visibility. In September 2017 LVMH invested 60 million US dollars for a 7 percent stake, according to Wikipedia, and L Catterton lists Gentle Monster among its portfolio companies. In 2025 Google was reported to have agreed to invest about 100 million US dollars for a stake of around 4 percent.
Products and positioning
Gentle Monster is priced in the premium segment, below the eyewear lines of the big luxury houses. Its offer includes:
- Seasonal sunglasses and optical collections
- Collaborations with Jennie Kim, Maison Margiela, Mugler and others
- Licensed themes such as Tekken 8 and a Disney and Formula One collection
- Frames in recycled acetate
Gentle Monster and technology
The brand worked with Huawei on smart glasses in 2019. In 2025 it announced a partnership with Google to develop Android XR smart glasses, and its official website now includes a section for intelligent eyewear.
Business model and distribution
Gentle Monster relies heavily on its own stores, which feature large installations and change regularly. Since 2021 IICOMBINED has opened HAUS concept spaces combining its brands, including HAUS DOSAN in Seoul, HAUS SHANGHAI and HAUS NOWHERE locations in Shenzhen and Seoul. It also sells through e-commerce and selected department stores.
Why it matters
Gentle Monster shows how a young Asian brand can compete globally in a category dominated by large licensing groups. Its experiential retail and its role in Google's smart glasses plans make it a reference for both store design and wearable technology.
Frequently asked questions
Who owns Gentle Monster?
Gentle Monster is owned by IICOMBINED, the Seoul company founded by Hankook Kim. Outside investors have included L Catterton and, according to 2025 reports, Google.
Where is Gentle Monster from?
Gentle Monster is a South Korean brand founded in Seoul in 2011. Its headquarters remain in Seoul.