The Brand

Timeless aethetic, reimagined.

Founded in 2016, gu_de (same as good in Old Scots) draws its spirit from the quiet glamour of the 1970s - a time of strong silhouettes, lasting craftsmanship, and confident simplicity. The brand was born from a desire to offer pieces that feel both enduring and new: that nod to the past but are deeply rooted in the present.

Each gu_de piece is a reflection of this balance - understated in detail yet distinctive in form. Designed for those who value quality over excess, they are made to transcend trends and speak to a slower, more intentional way of dressing.

The Designer

Ji Hye Koo is the founder and creative director of gu_de, a Seoul-based brand inspired by the quiet elegance of 1970s vintage mood. With a background in textile design and over 15 years of experience at prestigious Korean fashion houses such as KUHO and LEBEIGE (Samsung C&T), Koo brings a sophisticated understanding of form, materiality, and structure to her work.

Her creative vision was sparked during a trip to Euope, where she encountered vintage handbags and jewelry that conveyed a timeless beauty. This moment of inspiration led to the foundation of gu_de - an exploration of "New Classic" design, blending heritage elements with modern sensibility.

Under Koo's direction, gu_de continues to grow as a brand that bridges nostalgic charm and contemporary relevance - crafted for those who appreciate design with depth and story.