SYSTEM
Handsome Corporation (Hyundai Department Store Group) · South Korea
SYSTEM is a South Korean contemporary fashion brand owned by Handsome Corporation, part of Hyundai Department Store Group. Launched in 1990 as womenswear and extended to menswear in 2008, it is known for a directional urban style.
| Founded | 1990 |
|---|---|
| Parent | Handsome Corporation |
| Ultimate owner | Hyundai Department Store Group |
| Menswear launch | 2008 |
| Paris presence | Tom Greyhound, Marais |
| Website | thehandsome.com |
What is SYSTEM?
SYSTEM is a Korean contemporary label belonging to Handsome Corporation, which was acquired by Hyundai Department Store Group in 2012. It is one of Handsome's established brands alongside its other ready-to-wear labels.
History
SYSTEM launched in 1990 with a women's ready-to-wear line and added menswear in 2008. Seeking recognition beyond Asia, the brand made its first appearance at Paris Men's Fashion Week and opened its first presence outside Korea within Tom Greyhound, the multibrand store in the Marais that Handsome Corporation owns.
Products and positioning
The brand describes its style as directional urban sportswear, offering modern takes on classic pieces in fine fabrics with oversized silhouettes.
- Women's ready-to-wear
- Menswear, sold internationally through retailers such as SSENSE
- Modern reinterpretations of classic wardrobe items
Distribution
SYSTEM is sold across Asia and through around 100 multibrand retailers in Korea, as well as through Handsome's own online store and international e-commerce partners.
Why it matters
SYSTEM is an example of a large Korean fashion group using a mature domestic brand to test European markets through fashion week shows and a Paris retail foothold.
Frequently asked questions
Who owns the SYSTEM fashion brand?
SYSTEM is owned by Handsome Corporation, which has been part of Hyundai Department Store Group since 2012.
When was SYSTEM founded?
SYSTEM launched in 1990 as a women's ready-to-wear brand and added menswear in 2008.