Mmlg
Mmlg is a South Korean street casual brand linked to the label 87MM. It makes relaxed, mostly unisex clothing with a minimalist look and its recognisable oval logo.
| Country | South Korea |
|---|---|
| Related label | 87MM |
| Style | Unisex street casual |
| Philosophy | No concept but good sense |
| Website | 87mm.co.kr |
What is Mmlg?
Mmlg is a street casual fashion brand from South Korea and is closely tied to 87MM, the label it grew out of. The number on many of its garments, 1987, refers to the birth year of the 87MM founder. The brand's stated philosophy is No concept but good sense, and it has become popular with young shoppers.
Products and positioning
Mmlg focuses on comfortable, practical clothing for all genders. Pieces are mostly unisex, cut loose to suit a wide range of body shapes, and made from pure cotton or cotton blends. The palette runs from neutral basics to bright, cheerful colours.
- Sweatshirts, hoodies and rugby style tops
- Denim pieces such as skirts
- Round or oval logo on the chest or back
- 1987 graphic prints
Distribution
The brand sells in South Korea through its own channels and pop-up stores, and it has reached international shoppers through outlet retail in China and cross-border marketplaces in Japan.
Why it matters
Mmlg is typical of the new generation of Korean casual labels that build large youth followings through simple logo design, unisex sizing and social media, and then travel quickly across Asia.
Frequently asked questions
Where is Mmlg from?
Mmlg is a street casual brand from South Korea, linked to the label 87MM.
What does 1987 mean on Mmlg clothes?
The 1987 print refers to the birth year of the founder of 87MM.