[In the picture] Belgian knitwear brand pops up in Seoul

Antwerp-based knitwear label Howlin’ has opened a very creative pop-up shop in Seoul, the capital of South Korea. RetailDetail visited the pink plush bear paradise during this year’s exclusive RetailHunt.

Art by Bent Van Looy

Howlin’, the Antwerp-based knitwear label from brothers Jan and Patrick Olyslager, continues its global expansion with the recent opening of a pop-up boutique in Seoul’s bustling Seongsu district. The store was opened in collaboration with South Korean fashion platform 29CM and has two floors open for creative use.

The store features artworks that Belgian singer Bent Van Looy created especially for the brand, inspired by its various knitting styles such as Psycho Killer, Mr Nervous and The Blue Magician. Visitors will also find the short story ‘To Holy Dance and Back Again’. The exhibition will come to Belgium in December.

Pinky Pie Shaggy Bear

Especially for the opening, Howlin’ designed the “Pinky Pie” collection, available exclusively in Seoul. The first customers will also receive a Pinky Pie Shaggy Bear keychain. The pop-up boutique opened its doors on 12 October and will run for six weeks. It is a feature during RetailDetail’s exclusive Retailhunts this month in Seoul.

Howlin’ – meaning ‘stink’ in a Scottish dialect – focuses on jumpers and accessories in Shetland wool, made in workshops in Scotland and Ireland. The brand is sold at 200 multi-brand boutiques worldwide, including Mr Porter (London and New York) and Beaker in South Korea.