Modern Culture, Art and Fashion Unconfined, SEVEN EIGHT UNDER – is the South Korean brand revolutionizing footwear

Imagine a world without boundaries! A world where individuals were free to express their creative visions without bureaucracy, nor roadblocks of limitations. Introducing, SEVEN EIGHT UNDER, a sneaker platform inspired by individuals who relish a unique vision of both physical and digital realms..

SEVEN EIGHT UNDER’S vision was born in Seoul, Korea in 2022. However, the brand has a unique story that travels down a unique path never traveled which began nearly a decade ago. SEVEN EIGHT UNDER founder Sehgeun Choi, a graduate of Central Saint Martin’s London, began his career as a product designer at a global design consultancy in the UK. He later brought his talents to South Korea and became the Executive Creative Director of INNORED, a leading digital advertising firm. It was in Seoul, Korea where Sehgeun Choi partnered with longtime friend MJ Kim, and the SEVEN EIGHT UNDER brand was actualized.

MJ Kim, a masterful photographer, and owner of MJ KIM Pictures added a unique sense of creativity. MJ Kim has scored credits working with some of the biggest names in the industry, such as Paul McCartney. With a strong infrastructure in place, the team decided to focus on footwear with a vision of telling a story through the eyes of the artists. While most brands adapt to the norm of concentrating on sports figures or well-known celebrities as ambassadors, SEVEN EIGHT UNDER is a true mark of ingenuity inspired by art.

represents passion, art, and the egos of all individuals in pursuit of their dreams.

The team at SEVEN EIGHT UNDER consists of a photographer, art curator, a crypto native, and designers all on a mission to create and curate a genre of sneakers with meaning. With that premise in mind, SEVEN EIGHT UNDER set out to find a team of manufacturers who shared the vision. The research and development of the brand process was a two-year search to find the best footwear craftsmen in Korea who could share the creative direction of crossing boundaries in both fashion and art. It’s one thing to be passionate about footwear; however, finding manufacturers experienced with designs from experimental collaborations was no easy task.

After a relentless search, the SEVEN EIGHT UNDER team were led to what is known as the Brooklyn of manufacturers, Seongsu-dong. The vibrant manufacturing city is known for its rich tradition of automotive and leather goods, subsequently making it the home to some of the best footwear craftsmen in the world. SEVEN EIGHT UNDER chose the hotspot as their headquarters. In addition, SEVEN EIGHT UNDER also collaborates with manufacturers in Busan, the major port city of Korea with a long history in shoe craftsmanship who supplies for numerous international luxury brands.

The World needs Creativity – SEVEN EIGHT UNDER, the brand is based on experimental collaborations between art, fashion, culture, photography, music, literature, and furniture. Although SEVEN EIGHT UNDER originally started with a signature and casual line, the company decided to place its focus on the former which has spurned three drops and numerous collaborative works with artists since its inception into the footwear industry. The collaboration with artists highlights the passion and egos of the creatives in an abstract fashion that connects with consumers. Sneakers are a footprint of one’s personality. The style, colorways, and flare represent the ego and persona of a person’s confidence, and SEVEN EIGHT UNDER recognizes and aims to inspire through the eyes of their many collaborators.

Collaborations

To date, SEVEN EIGHT UNDER has collaborated with some of the brightest artists in the world across many genres and spectrums. With a volatile market in Korea and Worldwide, SEVEN EIGHT UNDER is driven to supply MZ millennials, vicenarians, and tricenarians footwear that speaks to the continuous voice of admission. The inspiration behind the brand comes from the very collaborators who strive to achieve individuality in their everyday walk. The concepts of the footwear are personal stories and representations left for potential interpretations within. The more recent collabs come from Dongju Seol, an artist known for his commemoration and illustrations of landscapes. Dongju Seol creates art for those who love exploring the cities and the life within.

COOLRAIN

[CANVAS FOR ARTISTS]

SEVEN EIGHT UNDER X COOLRAIN ‘X-1’

KYEONGDEOK YOON

[CANVAS FOR ARTISTS]

Kyeongdeok Yoon EDITION
:Rider, 2023. 08

JAEBUM JOO

[CANVAS FOR ARTISTS]

Jaebum Joo EDITION
: The Faces, 2023. 06

The latest SEVEN EIGHT UNDER collaboration is with Toy Artist Coolrain Lee. The partnership resulted in a signature design of Coolrain’s personal life-long story of traveling the moon and universe. The designs incorporate Tyvek material used in the making of astronaut spacesuits. It was important to SEVEN EIGHT UNDER to capture Coolrain’s vision in a shoe that expressed his love for space exploration. Limited to 78 editions, the Coolrain designed sneaker is not only a collector’s item, but a strong statement of ingenuity and art. The unique combination of footwear and toys creates a never attempted concept.

Today, the SEVEN EIGHT UNDER brand is both what you would consider artsy and commercial, providing unique styles and collectible arts. The continuation of working with collaborators to create signature collectible footwear that inspires and engages will solidify SEVEN EIGHT UNDER’s strong commitment of providing a platform for expression. As the brand grows, the goal is to uplift and inspire young people with positive influencers creating amazing art pieces that stimulate curiosity and bold new ideas.

2023 has been a great year for SEVEN EIGHT UNDER, and the brand is continuing to flourish with collaborations with bright artists. In June, the team displayed their signature collections at the Urban Break 2023 art fair in Seoul, Korea to an amazing reception from fans, selling out by the second day. With placements at some of the biggest fashion shows and festivals on the planet, the excitement and euphoria surrounding SEVEN EIGHT UNDER will continue to grow. SEVEN EIGHT UNDER not only represents a brand, but a sneaker platform rooted in fashion, culture, and art, without confinement.