Teacher: Dongjun Lim (Creative Director)
Futuristic clothing that finds beauty in practicality
Seoul-based Post Archive Faction (Puff) was founded in 2018, but has grown at an astonishing pace, earning a nomination for the LVMH Fashion Prize and collaborating with On. Creative Director Dongjun Lim talks about the brand's success.
"I'm not very up to date with trends and I'm not interested in the glamorous fashion scene. When I was thinking about how I could use the industrial design I learned as a student in a business setting, clothing just happened to be something that was close to me."
However, running a brand must require a great deal of physical and mental strength. What motivates Dongjun?
“I guess it’s the desire to create an archive that will remain in the future. I think the word archive was originally used in the field of graphic design, but in the past few years it has become popular in the fashion industry as well. It’s the concept that attractive things remain beautiful regardless of the era. I would be happy if people would say the same about Post-Archive Faction (Puff) in a few decades’ time.”
The blouson features a change in material at the sides. 880,000W. The linen shirt has stitching between the checks for a unique look. 380,000W. The pants feature streamlined pockets. 500,000W. 
The latest collaboration shoes with On. 299,000 won each.
Futuristic clothing born from the pursuit of "beauty of utility"
The design of Post Archive Faction (Puff) is said to have its origins in functionality.
"The most important thing to me is practicality, with pockets in strategic locations and ventilation to let heat out. It's difficult to make clothes that are both comfortable and stylish, so it's something I want to continue pursuing. Uniforms are an example of practical clothing, but I don't want to make uniforms that follow the rules; I want to make uniforms that liberate the wearer."
Finally, we asked Dongjun about his thoughts on the current state of the Korean fashion scene.
"Recently, I feel like there has been an increase in brands created by designers who have worked in different fields, such as art and architecture. There is also a trend of brands that only have an online presence going offline. We opened our flagship store in 2022. We are pursuing functionality and beauty in creating spaces, for example by incorporating movable fixtures that allow the racks to be moved around dramatically. Infusing the individuality of a brand into a physical space is one of the methods of expression that I find appealing right now."
Two archive shops frequented by Dongjun Lim
cemetery park
An anonymous space run by a single artist
Run by pencil artist Kim Sang-yoon, the name Cemetery Park means "cemetery." Based on the theme of "bringing clothes that have left someone's hands back to life," the store primarily stocks timeless items such as plain cut-and-sew tops. While the store primarily stocks Japanese brands such as Comme des Garçons and Issey Miyake, the items selected by the Korean owner offer a fresh perspective. The chic interior, formerly a car center, brings out the richness of the items.
At the entrance, there are rows of eccentric items such as CDs and antiques collected from all over the world. 
Sangyun's work is also one of the decorations.
STILL NICE
A lineup of second-hand items from industry insiders
Still Nice is a secondhand store that opened in 2024 and sells only secondhand clothing entrusted to it by creators such as singers and stylists. Many of the items are in good condition, including rare pieces not available in Japan, so you'll want to take your time to look around every corner. The store is carefully segmented into categories such as "Korean brands," "Japanese brands," and "luxury," making it easy to find items in the genre you're looking for. The interior is designed with a gallery-like atmosphere in mind, so be sure to check it out.
There is also a section that compiles American casual items from the 1990s. 
The store's original characters are displayed all over the floor.
