O!Oi
FINDFORM Co., Ltd. · South Korea
O!Oi is a South Korean fashion brand operated by FINDFORM Co., Ltd. It covers women's wear under O!Oi COLLECTION and unisex casualwear under its flagship line 5252 by O!Oi.
| Origin | South Korea |
|---|---|
| Company | FINDFORM Co., Ltd. |
| Flagship line | 5252 by O!Oi |
| Key channel | Tmall Global |
| Website | 5252byoioi.com |
What is O!Oi?
O!Oi (OiOi) is a Korean fashion brand run by the company formerly called OiStudio, which was renamed FINDFORM Co., Ltd. in June 2021. The brand is organised into lines aimed at different customers.
Products and positioning
- 5252 by O!Oi: the flagship unisex casual line, including short-sleeve T-shirts
- O!Oi COLLECTION: women's wear
- An O!Oi home collection led by pajama sets, developed in partnership with Glad Hotel
The brand has also released licensed collaborations, including a Universal Studios collection, and fronted its autumn/winter 2022 campaign with the K-pop group NewJeans.
Distribution
O!Oi has built a strong presence in China through a Tmall Global flagship store and duty-free shops. In June 2021 a live-streaming broadcast with Chinese influencer Li Jiaqi drew around 4.25 million viewers and sold roughly 20,000 T-shirts.
Why it matters
O!Oi illustrates how Korean casual brands use K-pop campaigns, cross-border marketplaces and live commerce to reach consumers well beyond their home market.
Frequently asked questions
What is 5252 by O!Oi?
5252 by O!Oi is the flagship unisex casualwear line of the Korean brand O!Oi, operated by FINDFORM.
Where is O!Oi from?
O!Oi is a South Korean brand whose company was renamed FINDFORM Co., Ltd. in 2021.