MISCHIEF
MISCHIEF is a South Korean streetwear label founded in Seoul in 2010. It makes T-shirts, jackets, trousers, skirts and accessories, often featuring its signature rose graphics.
| Founded | 2010 |
|---|---|
| Base | Seoul, South Korea |
| Signature | Rose graphics |
| Anniversary collection | SEOUL SINCE2010 |
| Website | mischief.co.kr |
What is MISCHIEF?
MISCHIEF is a streetwear label from Seoul, South Korea, with roots dating back to 2010. The brand marked its tenth anniversary in 2020 with a collection titled SEOUL SINCE2010.
Products and positioning
MISCHIEF designs relaxed, youth oriented clothing with a strong graphic identity. Its signature rose motif appears across the range, alongside logo pieces. Typical products include:
- T-shirts and long sleeved tees
- Flared trousers, skirts and matching suit sets
- Jackets and striped shirts
- Bucket hats and chain accessories
The brand has a close connection to Seoul's music scene, with friends such as musician Lim Kim appearing in its lookbooks. It has also produced collaborations, including a capsule with YETI OUT and a project linked to Nike's Battle Force event in Seoul.
Distribution
MISCHIEF sells through its Seoul flagship store and its online shop, and is also carried by retailers and platforms that distribute Korean brands.
Why it matters
As one of the longer running labels in Seoul streetwear, MISCHIEF reflects the growth of Korean youth fashion brands that use music, community and collaborations to reach audiences at home and abroad.
Frequently asked questions
Where is MISCHIEF from?
MISCHIEF is a streetwear brand from Seoul, South Korea.
When was MISCHIEF founded?
MISCHIEF dates back to 2010 and celebrated its tenth anniversary in 2020.