GROVE
GROVE is a South Korean contemporary womenswear brand from Seoul. It makes minimal everyday pieces and seasonal collections that reinterpret 1960s fashion in a modern way.
| Origin | Seoul, South Korea |
|---|---|
| Category | Contemporary womenswear |
| Style | Modern take on 1960s fashion |
| International | Pop-ups in Tokyo and Shanghai |
| Website | grovestore.com |
What is GROVE?
GROVE is a contemporary brand from Seoul offering minimalist womenswear, from everyday pieces to seasonal collections. Its design language is a modern reinterpretation of 1960s fashion.
Products and positioning
The brand targets women in their twenties and thirties and has built popularity in Korea and abroad. Its summer 2025 collection comprised around 220 items, and it re-released some discontinued best-selling products in limited quantities.
- Minimal everyday womenswear
- Seasonal collections
- Collaborations, including a collection with Puma
Distribution
GROVE runs stores in Seoul, including Hannam and Garosu-gil locations registered as tax refund shops, and sells through its own online store. In July 2025 Lotte Department Store hosted a GROVE pop-up at Lotte World Mall in Jamsil. Abroad, the brand held its first Japanese pop-up at BEAUTY&YOUTH in Shibuya, and in the first half of 2025 ran pop-ups in Tokyo and Shanghai.
Why it matters
GROVE is one of the Seoul womenswear labels turning domestic popularity among young women into international demand, using pop-ups in Japan and China to test new markets.
Frequently asked questions
Where is GROVE from?
GROVE is a contemporary womenswear brand from Seoul, South Korea.
What does GROVE sell?
GROVE sells minimalist womenswear, from everyday pieces to seasonal collections inspired by 1960s fashion.