The South Korean designer label, Songzio, has undergone a remarkable transformation in the past five years. Originally known as a niche men’s brand, it has now evolved into a formidable fashion conglomerate. As the brand prepares to celebrate its 30th anniversary in 2023, it has experienced significant growth, expanding its team to 285 employees, with 200 dedicated to its 75 retail locations. Currently, Songzio generates $78 million in revenue, and it has set its sights on reaching $90 million by 2024.
The turning point for Songzio came in 2017 when Jay Song, the son of founder Song Zio, took over as the company’s creative director. Established in Seoul in 1993, the brand later moved to Paris and made a name for itself by showcasing at Men’s Fashion Week from 2006 to 2017. During a time when South Korea’s fashion landscape was more conservative, Song Zio, both a designer and an accomplished artist, was one of the first Korean designers to focus on menswear.
Jay Song, having grown up in an artistic environment with creative parents, initially pursued studies in mathematics and art history at Columbia University. However, he later returned to South Korea with a mission to revitalize the struggling Songzio label. With initial support from a financial partner, he eventually gained full control of the company after two years.
According to Jay Song, it took five years to fully develop the brand, not only in terms of creativity but also organization, offerings, and distribution. This period allowed for the expansion of the Songzio universe and the establishment of a strong presence in the brand’s domestic market of South Korea. Currently, 95% of sales are generated through the brand’s network of 75 direct retail locations, with approximately 40 stores in Seoul.
Internationally, Songzio has forged partnerships with around 15 retail outlets, including prestigious names like Harvey Nichols in London, H. Lorenzo in Los Angeles, the Hypebeast website, and Printemps in Paris. The brand manages all its boutiques directly, and production primarily takes place in South Korea, with some production in China and Vietnam for its more commercial lines.
Aside from its main Songzio collection, which offers avant-garde elegance with oriental inspirations, the brand has expanded into several other lines. In 2018, Songzio Homme, a contemporary line with slightly more affordable pricing, was introduced and can be found in around 20 stores in Korea. In 2019, Zzero Songzio, a unisex sporty casual-street line, was launched, catering to both adults and children. The brand also produces a formal men’s suit line called Zio Songzio, which was previously licensed but is now produced internally.
Looking ahead, Jay Song has plans to launch a women’s ready-to-wear collection for Spring/Summer 2025. This collection will embody elegance, sophistication, and femininity, and it is expected to be available exclusively in 10 dedicated boutiques, further expanding the Songzio brand.
Songzio’s upcoming projects include the opening of two flagship stores. The first store, located in the luxury district of Gangnam in Dosan Park, Seoul, will sprawl across 1,000 square meters and feature five levels. It will serve as a showcase for the main Songzio line, the brand’s universe, and its sources of inspiration, with dedicated space for artist exhibitions. The second flagship store will be inaugurated in Paris, occupying a 159-square-meter space spread over two levels at 10 rue Charlot in the Marais.
The transformation of Songzio from a niche men’s label to a fashion conglomerate is a testament to the brand’s evolution and growth under the creative direction of Jay Song. With the opening of flagship stores, expansion into women’s wear, and a diverse range of lines, Songzio is poised to make an even greater impact in the global fashion industry.
Useful links:
1. Songzio Official Website
2. Harper’s Bazaar Article on Jay Song and Songzio
