SOFT

Anyone who's traveled in Europe knows the joy of discovering a great little boutique in a random alley when you least expect it. SOFT owner Jin Min-kyung missed these chance encounters, so she decided to open a simple and sensible select shop in Yeonhui-dong. Despite stocking products by several dozen brands, its collection somehow still looks like the closet of a single person. That’s because Jin only chooses merchandise that suits her tastes while the atmosphere of the store is both stylish and feminine. Most of the goods are lifestyle items; you'll also find products by accessory brands, such as Awesome Needs, famous for its classic straw hats; Vleeda, which prints designs by Lee Da-eun on its products every season; and Monday Edition, loved for its elegant minimal jewelry designs.