Seoul Contemporary Brings Korean Accessories Brand HAIRYMASK to the US

FOR IMMEDIATE RELEASE

NEW YORK — August 26, 2026 — Seoul Contemporary, the New York–based retail platform for Asian contemporary designer brands, today announced a U.S. launch partnership with HAIRYMASK, a Korean accessories brand based in Seoul. HAIRYMASK will debut in North America in fall 2026, arriving simultaneously on Seoul Contemporary's curated online store at seoulcontemporary.com and at the platform's first New York pop-up.

HAIRYMASK builds its entire line from a single idea: hair as a material. Braided texture runs from bags and scarves through hair accessories and jewelry, giving the brand one visual language across categories that are usually designed separately — a position it holds on its own in Seoul's contemporary accessories scene.

The first North American assortment comprises 10 styles across five categories. It includes the brand's signature HAIRY SCARF and BRAIDED TOTE BAG, alongside braided hair clips, bangles, and SPECIMEN — a jewelry series named for the archival specimen. Products range from ₩35,000 to ₩199,000 at Korean retail. The selection was built for downtown New York's appetite for layering, where scarves, bags, and jewelry are worn together rather than chosen between.

Under the partnership, Seoul Contemporary handles U.S. customs clearance, inventory, fulfillment, shipping, and returns, and produces the brand's American-market content in New York, including a lookbook campaign shot with local models. HAIRYMASK reaches U.S. customers without a U.S. entity or local staff.

The structure addresses a documented gap. According to a 2025 report from Insight Korea and Tin News, fashion is the top spending category among U.S. consumers of Korean content, and the largest barrier to purchase is access: roughly one in three interested consumers cannot find a trusted place to buy.

"HAIRYMASK is a rare case of a brand designed outward from its material," said Zia Oh, co-founder and brand director of Seoul Contemporary. "Turning something as private as hair into an object is a point of view that needs no translation, which is exactly why it travels."

"We built the brand with customers outside Seoul in mind, but the operational barrier to the U.S. market was real," said Kim Taeyoung, founder of HAIRYMASK. "This lets us stay on product and design while the brand gets introduced properly."

HAIRYMASK will be stocked on the Seoul Contemporary online store at seoulcontemporary.com from fall 2026 and shown offline for the first time at the New York pop-up that season. U.S. customers can buy HAIRYMASK products at seoulcontemporary.com. Pop-up location and dates will be announced separately.

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About HAIRYMASK

HAIRYMASK is a Korean accessories brand based in Seoul that treats hair texture and braided construction as both material and motif, across bags, scarves, hair accessories, and jewelry. More at hairymask.com.

About Seoul Contemporary

Seoul Contemporary is a New York–based fashion retail platform that brings Asian contemporary designer brands to North American customers. Through a curated online store, recurring New York pop-ups, and cinematic content produced locally, Seoul Contemporary introduces labels from Seoul, Tokyo, and Shanghai to U.S. shoppers, while running the full U.S. retail operation for its partner brands — from customs and logistics to content and community. Seoul Contemporary is operated by Raw Thoughts Inc. More at seoulcontemporary.com.

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