The Rise and Rise of Gentle Monster

Gentle Monster is arguably the biggest brand to come out of Korea in recent years. Having a turnover of hundreds of millions of dollars and successfully competing with monopolist Luxottica to redefine the sunglass industry in a way to turn it on it's head. NowGentle Monster boasts some of the most interesting retail spaces in the word and a tonne of designer collabs to back it up; brands like Hood by Air, Marine Serre and Fendi amongst so so many others. I hope their potential failure to meet their sales goals in the next 1-3 years doesn't impact this important perspective.
#gentlemonster #fashion #luxury
Beauty Channel: / @underskinyt
Patreon: patreon.com/understitch

[@galatea___]

What I love the most about them is the out-of-this-wordliness of the interior design their physical stores have.

[@understitchYT]

It’s absolutely incredible isn’t it? I absolutely love going to their stores because they fill me with much joy

[@AyseaTakes]

Tried their sunglasses for the first time because of their Jennie collab and I didn’t expect to be so impressed. They deserve their success for sure

[@understitchYT]

Could not agree more, I think they did really well to continue to have celebrities, collaborate and industrial products to get there genuinely good quality out there to a wider audience audience

[@hazecliff7173]

Gentle monster and Jennie collaboration is still legendary. Jennie is the ultimate insider, PR boxes were gifted to her friends in Korea and US. Jennie also has something that it girls want to copy so I see popular actresses in my country wearing Gentle monster glasses all studded.

[@understitchYT]

She is such a major player in fashion now, the amount of attention she brings to different brands is really impressive. And I like when she champions Korean-based companies as well.

[@originaozz]

8:37 you do not know how big this K-drama was in Asia as a whole. The memes and OST was everywhere for a whole year. The main actress was already Korea's top billing actress and her role in the drama was exactly that. The sunglasses really speak to her status. Literally every outfit in the show got online articles breaking down each item and the price list. It was the best product placement the brand can ever get.

[@understitchYT]

All of my middle aged Korean friends told me as such 💀💀 they said it was as big as 도깨비 ㅋㅋㅋ

[@pmwaffle9348]

so many high end eyewear brands were born from 2010-2011. its honestly really odd since a lot of the founders seem more passion driven rather than caring much about the monopolies of mid-tier eyewear

[@understitchYT]

Definitely, its been very interesting to see the revival of what was pretty much a standardised industry

[@VioletFem]

Thank you for introducing me to Gentle Monster; I had not heard of them before. Their glasses are really creative and unique while still being wearable. I hope they’re able to continue to maintain that brand identity.

[@understitchYT]

I’m so glad that you enjoyed them, they’re sunglasses really are some of my favourites on the market

[@Boomerangsalesman]

this content is so consistent, i find it so fascinating seeing the origins of these brands, keep up the good work.

[@understitchYT]

Thank you so much! I'm so glad to hear you continue to enjoy my work and research, thanks for commenting, it really helps me out as a small channel too 🙌🙌

[@jesshardy6269]

@@understitchYT your videos are incredible thanks so much for sharing. Keep going you will be HUGE very soon!

[@understitchYT]

@@jesshardy6269 thank you so mcuh

[@gabbee1935]

i bought a pair from the jentle home collection just to support jennie then ended up taking a big liking to their other stuff as well. i saw how insane their boutique designs were and fell in love. worth every penny

[@understitchYT]

Did you go to the barbie house????

[@gabbee1935]

@@understitchYT i wish i did but i don’t live in korea :(( so i ordered the jentle home collection online. the gentle monster boutiques that i’ve been to are the ones in california though ☺️

[@moiskithorn]

Their sunglasses are so beautiful, and such a welcome change to the "usual" high end brands like the Italians (Prada, Versace) and the French (Chanel, Dior).

[@understitchYT]

I totally agree, I really love their willingness to explain which pieces are meant to be high design and which are meant to be more casual

[@tradingloss]

*beautiful garbage from china, you get what you paid for in life, cover your eyes with shit no wonder they deteriorate.*

[@understitchYT]

@@tradingloss just because some products are made in china, doesnt mean its of lower quality or lesser 🕶

[@edff6890]

I've been curious about this since I saw the Instagram post from BP's Jennie. Great Video 🙂

[@understitchYT]

That Jennie collab was ICONIC, really wish I got the chance to go

[@1lymahi]

as someone who doesnt like sunglasses i still think their brand is super cool and this video just added to that ! their history is super interesting. i did find out about them from those pink tinted sunglasses that jimin used to wear a lot in 2019 lol

[@understitchYT]

They really are hugely popular on the K-pop scene, I hope it translates to a wider fashion audience soon because they really deserve to be respected as a brand more 😇

[@beya99]

I feel embarrassed that i thought that gentle monster was a brand of sunglasses that jennie "created"... thank you for this very informative video ❤

[@understitchYT]

Don’t be, she definitely created a really iconic line for them, it was so epic 🥰

[@shanaaguirre8307]

I first heard about them because of Jennie and she constantly wear them. Really creative designs

[@understitchYT]

Loved her collab so so much

[@chairslatte]

So interesting, I remember watching My Love From The Star drama back in 2013 and loved her sunglasses & it was definitely a big part of the drama and her antics haha so its cool to see the impact the kdrama had on the brand. I am also pretty sure I used their frame finder when I was in school for fun haha. I only heard of Gentle Monster in 2019 and have been a fan since! Hopefully I'll get to visit a store soon!

[@understitchYT]

What an incredible story! Do you know anything else you could tell me about frame finder? I do speak some Korean, at least conversationally, but it was still really hard to find information about how it worked even in Korean, so any information that you have, I would be really grateful for 🙏🙏

[@epifanny]

That drama also really brought Delvaux to the region...

[@nikitachauhan8567]

I got to know about the brand through Jennie and most of the time I think that the girls promote so many brands just to stay on top in the fashion industry but this brand is beautiful even without having Jennie being linked to it. It has a mesmerizing collection. Not to mention the beautiful/iconic glasses Jimin wore in their concert.

[@thamhafeizi6269]

Gentle Monster is big here - from where i am base. Its sleek design & use of materials is commendable. Give me a Gentle Monster anytime over Luxottica monopoly of designer(s) eyewear

[@understitchYT]

100% yes!! Where are you based?

[@thamhafeizi6269]

@@understitchYT Hi - i am base in "forever" sunny Singapore (thats in Asia) A small country thats huge on development :)

[@understitchYT]

@@thamhafeizi6269 From the research it looks like GM is so loved in Singapore, is that correct?

[@thamhafeizi6269]

@@understitchYT Yes - it is As Gentle Monster was incepted from South Korea , the "korean wave" is HUGE in SG (Singapore)

[@understitchYT]

I heard theres a whole visa for it now in Korea if youre sharing hallyu

[@angelinek_]

The YT algorithm has been aggressively recommending this video to me for weeks & now that I've finally sat down to watch it, I have to say that I thoroughly enjoyed it!! Happy to have stumbled onto this channel! Love how well researched & immaculately put together this video is!!!

[@understitchYT]

It has? Really? Thats so so good to hear. Sometimes it feels like talking into the wind on YT so its so nice to hear that it actually is pushing my videos 😭😭 Im so so glad you liked the video too, thats just the best thing to hear ❤️‍🔥

[@angelinek_]

@@understitchYT Oh man, I feel you, the algorithm is so annoying!! Hope your channel continues to grow!!!! 💪🏻

[@7.5Mviews]

I agree with you that GM was already poised to be successful without the K-wave. It certainly helped GM, but their uniqueness and business marketing should get more credit.

[@understitchYT]

I really think so! They definitely benefitted from the wave, but they wouldve continued to grow for sure

[@a3zth3tikz]

imagine ignoring the market of the ‘asian woman’ who has one of the biggest purchasing power in fashion Gentle Monster gave them what they wanted and they got rewarded.

[@understitchYT]

right?? It's so ignorant

[@Born1986]

I was struck by this fact also - Luxotica brands like Chanel do make “Asia Fit” glasses, but it sounds like GM struck a chord with the size of their lenses.

[@Clio00hikaru]

Love their design! Only pain point is the price tag is not so gentle on my wallet haha

[@understitchYT]

At least it is cheaper than some of the Luxottica brands 🤷

[@sophiaisabelle01]

We appreciate your hard work and effort. Happy Holidays.

[@understitchYT]

Happy Holidays!!

[@mrnprk]

you are honestly the best youtuber i've ever come across. thank you for your hard work!!!!!

[@understitchYT]

Thank you so much ^^

[@CatTheEpicRamenNinja]

Thanks for the in depth information! Just heard about this brand a few months ago and completely forgot the name until this popped up on my feed 😂 I'm not Asian, but I have an extremely flat nose bridge and cheekbones, so a majority of frames just don't sit on my face right. I'm waiting for some white frames, or a pair of sunglasses with reflective lenses, but I'm planning on trying some sooner or later

[@understitchYT]

That’s great to hear, I’m so glad you enjoyed the video 🙌

[@SH-wk6po]

I will gladly comment on this video to help boost the engagement purely for the fact you pronounced the Korean names/words well. 👏👏 I don't have a penchant for eyewear, so I usually ignore most things to do with sunglasses, but you got me by putting Jimin in the thumbnail lol. I am aware that the brand has previously gifted him a few pairs of custom made sunnies in the past, and honestly it's just more exciting over there now, because most of America feels so dreary in comparison. Even simple additions can have a significant impact (e.g. GM has their cafe brand Nudake). Feeling safe - especially at night - walking the shopping districts in places like Korea and Japan, has really cemented their vibrant nightlife culture as well.

[@understitchYT]

Youve probably seen by now but I accidentally replied to this on your Thom Browne comment, but I really agree they deserve all the hype/romotion theyre getting now via celebs and influencers

[@francescaestelle2886]

I 1st discovered Gentle Monster when I watched Itwon Class. I couldn't get over the glasses the characters were wearing & had to look it up then & there. The price is a bit high, so I treat myself to a pair when I've feel that I've accomplished something big or feel like I have the money to do so 😀.

[@understitchYT]

Oh, I never watched itaewon class, I knew that it was a huge show when it was released, is it any good?

[@francescaestelle2886]

@@understitchYT It's very good & the fashion is so good. Acting is good as well.

[@understitchYT]

@@francescaestelle2886 I should check it out, I'm always so behind with TV, Ive never seen game of thrones, I onlyjust finished stranger things, so when itaewon class was out I was still watching 도깨비 ahahah

[@pr1me840]

I walked past their store in Beijing, Sanlitun two weeks ago. I thought it was a weird monster children's store with some new niche fad. hahaha, the only reason it grabbed my attention was that I'm an artist. Glad I watched this random video. Will go in next time.

[@understitchYT]

I'd highly recommend it, their stores are unlike anything else at the moment, such a great time, even if you dont actualy buy something

[@blinkertwiit6677]

I really thought jennie invented gentle monster 💀😭😭

[@understitchYT]

Jen-tle monster 🤌

[@8luvbug]

Same

[@mriuh]

their designs are amazing im literally saving up for a pair now lol

[@understitchYT]

They are really so iconic! Which pair are you after?

[@mriuh]

@@understitchYT reat blc6 i love the colours

[@understitchYT]

The yellow is so fire

[@koolqeee]

Incredibly well researched and narrated. Thank you for this video - it was so informative and interesting. Also, I'm really impressed at your pronunciation of Korean words!

[@understitchYT]

Thank you, I do actually speak some korean so Im sure it helped 😂

[@clynt7452]

@@understitchYT i was really impressed when I heard it! haha

[@hikun3831]

I literally bought these glasses just because Jennie wears them. But not gonna lie, my purchase is worth it.

[@understitchYT]

Yeah, that really was a great collaboration

[@crookshanks5448]

jimin x gentle monster customised collection are my fave 😭 they look so good on jimin

[@understitchYT]

We stan jimin 🙌🙌

[@transcodingdigital]

Ah love Gentle Monster, its maybe only brand I support wholeheartedly and purchase regularly. Lovely innovators!

[@understitchYT]

I adore them as well, I wish I could afford to buy regularly, but I do have one pair that I love

[@elfedelaforet8]

Excellent video/info! I have quite a few pairs of sunglasses but my absolute favorites are my GM Her & MyMa.❤

[@understitchYT]

Thank you so much, Im glad you enjoyed the video (and Im glad you love their sunglasses too, Im also a huge fan)

[@Ash232001]

Beautifully thorough videos. Keep it up

[@understitchYT]

Thank you so much, can’t wait for you to see the next one

[@omgitsuckswekkk]

I found your channel while looking for a brand I was not familiar with during shopping and I find all your videos so interesting. I am surprised as a korean myself that your korean pronunciation is impeccable!

[@understitchYT]

Can I ask what the brand was? 👀 Also thank you, I speak okay Korean, I studied for a few years back in the day and still have Korean friends to talk with to this day 🥰 actually, nearly all of the research for this video was done in Korean and I just translated it to make it easier for my audience

[@themrgumbatron]

thanks for sharing. great insight, I've always loved their out of the box retail concepts.

[@understitchYT]

I’m so glad you enjoyed the video, thank you so much for watching 🙌

[@dverser]

They are awesome & I am so proud that his is a Korean brand :)

[@understitchYT]

Are you Korean yourself?

[@justincorderojc]

I just purchased mine this morning. To my surprise, they adjusted the frame on the spot to fit my face. I was like 😎🤩.

[@understitchYT]

When I got mine they adjusted it SO MANY TIMES to make sure it was perfect, I was so impressed

[@OpinionatedMatt]

I just discovered your channel and your storytelling is really appealing. Thank you for the videos!

[@understitchYT]

Thank you so much! Im so glad you enjoyed the video 🙌🙌

[@joonjoon7363]

got a pair of their glasses at the Selfridges counter in London. I’m absolutely obsessed with them. They’re the Nine Parts model! Everyone compliments me on them.

[@understitchYT]

You have excellent taste 👌

[@ilovemalaysia]

Honestly, smart, bro knew he can make profit by making a hypebeast brand and also capitalising on the crazy Korean celebrity scene, instead of product quality, they built a brand.

[@understitchYT]

And tbf the quality is really good to boot (not that theres much difference ein sunglassesc but they are nice)

[@FieldTestedSemenKun]

I was just shopping for gentle monster glasses last week 😭😭😭

[@understitchYT]

Did you get anything?

[@FieldTestedSemenKun]

@@understitchYT haven't decided yet, still in the window shopping phase

[@DALLEY_SANI]

i have their afix model and their ambush collobaration! worth every penny!

[@understitchYT]

Im so so so jealous! Two great Korean designers

[@jiumaxy]

ahhh just got my first pair from the recent release I love them so much and love this video so much ❤

[@understitchYT]

Im so happy for you! I hope you keep them forever 🤌

[@user-je3nz4rk7l]

2:26 i was their customer since this. Never knew this brand can succeed like this. Proud but price getting up.

[@understitchYT]

Yeah it got so expensive now for sure

[@nabilahsalsabi6052]

Great video! However, I would like to add more context on the stylist of K-drama You from Another Star using Gentle Monster sunglasses on Jun Ji-hyun (english name Gianna Jun). A TL;DR about Jun Ji-hyun, she rose to stardom because of 2001 Korean romantic comedy movie ‘A Sassy Girl’. She quickly rise to A-list actress status and starred in many CF (commercial film), to the point she was called ‘CF Queen’. She’s one of the most famous Korean actresses in the 2000s, along with Kim Tae-hee (Iris) and Song Hye-kyo (The Glory), to the point Korean people called them ‘Tae-Hye-Ji’ troika. Like many of her fellow A-list actors/actresses, she mainly act in films (her last K-drama before her 2013 comeback is in 1999). K-drama You from Another Star (aired 2013-2014) served as her K-drama comeback, also as returning to her comedic roots (before this she acted in more meaty films). There were 3 things that Jun Ji-hyun did/endorsed in the K-drama were viral in not just Korea, but also another Asian countries like China: Jun Ji-hyun’s character favorite meal chimaek (chicken + soju), a YSL lipstick that I’ve forgotten which shade it is, and those Gentle Monster sunglasses. The K-drama were so popular in China, Jun Ji-hyun also gained a ton of Chinese brand endorsement, to the point that she and her co-star Kim Soo-hyun were invited to a lot of CCP’s top brass informal parties. Gentle Monster’s biggest buyer back then were Chinese people, because of You from Another Star’s extreme popularity in China. Jun Ji-hyun (and her co-star Kim Soo-hyun) remains popular in Korea to this day, with Jun doing mainly films with a K-drama once every 2-3 years (Because of the rise of Korean cable TV’s, more and more A-list actors/actresses that act mainly in films started to go back to K-drama. Even Song Kang-ho, of Parasite fame, starred in an upcoming K-drama). Finally, yes my profile picture is Jun Ji-hyun. Thank you for paying attention to my rambling😊.

[@juliana__9267]

I didn't know the brand and was worried this was a huge expose. I recognized many on thumbnail and was confused at what they had in common 😅

[@understitchYT]

The amount I had to dig to find some of this information, youd think itd be an expose 😂🤣 but no, still really love Gentle Monster, fantastically interesting company

[@yeungeddie]

My mum has a pair and I tried them on and was amazed by the quality

[@understitchYT]

Honestly they are seriously great quality

[@kimedits22]

I first heard about gentle monster when sm idols were wearing them about 10 years ago.

[@understitchYT]

I adore old school kpop, but then I was in the 2010 wave with Big Bang and Orange Caramel (who were my favourites)

[@PinksInMyArea]

binge watching your videos cause I love them

[@understitchYT]

Thank you so much 🙌

[@purlypuss]

your pronunciation of 아파트형 공장 was perfect. kudos

[@understitchYT]

Thank you, 국어 말하되 💕

[@Verycompetent]

quality wise 100% you’ll love it!

[@understitchYT]

Can attest, really fantastic quality

[@jabarirobinson323]

love your content fr! another suggestion is the brand RHUDE!

[@understitchYT]

Oh it was on my list as one to do this fashion week but it got bumped because Im going on holiday mid-ny fashion week 😩😩😩

[@R4tm1B29]

I stop considering all of Luxottica's brands of sunglasses in 2015. Gentle Monster is huge in Asia compared to all other sunglasses, even the high-end ones. It's more affordable, and quirky but still high quality. In 2018 I bought my first pair of Gentle Monsters in their boutique in Seoul. It was one of the reasons why I went to Seoul and the sunglasses had been with me, ever since. It's still sturdy, good as new, and reliable as the day I bought it.

[@understitchYT]

I agree with everything you said, but one thing stuck out. you have had sunglasses since 2018 and have not lost them?!?

[@R4tm1B29]

@@understitchYT Ahahahah. Great point.

[@OpinionatedMatt]

This is incredible, I really liked the video

[@understitchYT]

Thank you so much I’m so glad you enjoyed it

[@emanando138]

omg wait. ray bans f my head up, they’re either too tight on the head but good on the nose or good proportion for the head but doesn’t land on my nose 🫠 i’ll be trying gentle monster for the asian purpose lol how come i’ve never thought about me not being the main audience for the glasses i buyyyy btw, gentle monster just making YG idols their own is such a power move

[@understitchYT]

I guess it’s because Luxottica is really everywhere, it’s hard to know what the alternative is

[@Neighborcarl24]

Thanks for pronouncing Korean words correctly. You even used the Kakao map. It seems you have lived in Korea.

[@understitchYT]

Ive spent time there 🤣

[@improbablyfatima]

Pls make a vid about loewe,jacquemus ,prada and chanel

[@understitchYT]

You know me well 🧐🧐

[@polin1710]

i just had a huge realization, i think i wanna do fashion as like a career or start a fashion business. i am 17 and i dont know how to sew an dmy parents would kick me out if i don't go to med school.

[@understitchYT]

Who said you can’t do both? The amount of fashion shows based on hospitals anyway, you’d have a great source of inspiration.

[@Neptune_boi]

@@understitchYT that’s a pretty good idea

[@Sokol_]

Great channel!

[@understitchYT]

Thank you so much, im glad you are enjoying my content 🙏

[@jackiebang4717]

I love walking into their stores.

[@understitchYT]

They are masterpieces

[@Kinglystateof]

Someday I’ll be the subject of one of these videos y’all just watch❤

[@understitchYT]

Maybe one day! Does your brand have an insta?

[@Kinglystateof]

@@understitchYT it’s going through a rebrand right now because I am changing the name

[@understitchYT]

@@Kinglystateof Oh thats so interesting, what prompted the rebranding?

[@Kinglystateof]

@@understitchYT I’ve stuck with the same name for over a decade and as my skill set has grown and my ideas have evolved the name doesn’t seem to fit anymore

[@understitchYT]

@@Kinglystateof I so very much want to see!!

[@shanjida609]

Got to know abour this brand throgh jimin ,he wore those at multiple events I think. Their designs r really impressive.

[@understitchYT]

They are extremely popular with K-pop idols, because they’re extremely popular in Korea, but rightfully so, wonderful quality, wonderful stores, I’d love for the west to know more about them

[@craigmignone2863]

Like so much dealing in so-called fashion glasses are another instance of reinventing the wheel yet breaking up monopolies can't be disliked......

[@understitchYT]

Yeah, fashion isnt rocket science (not that its easy either, far from it)

[@brindaparuthi4916]

Your pronunciation in all ur videos are out of this world

[@understitchYT]

I think it helps that I speak Korean 😂🤣

[@brindaparuthi4916]

@@understitchYT even French. Also, thank you so much for responding. I'm a business student who wants to get into Luxury Brand Marketing and your videos are so helpful for my marketing research portfolios. The way your work is laid out is truly commendable. From- a student with big goals and 4 hours of sleep ❤

[@thuynh812]

Loveeeeee the Gangnam location!

[@understitchYT]

Its such a shame it has gone now, its a coffee shop (i think) now

[@ProjektKickz]

Love this frame brand.

[@understitchYT]

Honestly theyre so fire

[@JayLee-gu4cw]

absolutely terrifying customer experience. Failed to receive return for defective product. Customer service representative Jackie Flores who claims to have no boss above her, is very unprofessional and condescending. She promises to accept return request over the phone and the day later changes her mind because I did not give "heads up" ahead. Anyone at GM reading this should make sure to listen to the recordings of the phone calls and emails that she sent to me and see how unprofessional and rude she is in trying to defend why she is being fickle. Absolutely ridiculous. I loved gentle monster and I was a loyal customer for 10 years. Now I absolutely hate the brand and everyone who works there because they have the most unprofessional team that I have ever encountered in any retail brand. I am sure she will say that she responded according to policy. If that is actually true, this brand should cease to exist giving how terrible their CS is.

[@understitchYT]

Oh wow Im so sorry you had that experience. Are you Korean? Your name could be, but the Jackie Flores name throws me off. I just ask because I wonder if their CS is different in and out the country

[@velicyclomoteur]

Gentle monster fit my flat nose bridge, winning!

[@understitchYT]

Is that a Charlie Sheen reference?? I almost fell off my chair 😂

[@Electronicality]

can u do one of blanc and eclair

[@understitchYT]

Maybe in the future 🧐

[@BRANDURNSO]

I love my Gentle Monster sunglasses!

[@understitchYT]

Which ones did you get?

[@lonie43]

Can you do a video on AREA. That brand is everywhere

[@understitchYT]

Oh I love AREA, i didnt think of making a video on them though, Ill have a look and see how much material there is there, thank you 🙏

[@loveALYtv]

If you buy their sunglasses in their offline store, I love that they adjust it to fit your face. I have flat nose, sunglasses always falls down on my face so I’m glad my Gentle Monster fits me perfectly. It is now my favorite pair 🤍

[@understitchYT]

I know this is common in most opticians, but I was actually surprised by this as well because the space doesn’t look like it facilitates that, but they’re incredibly accommodating

[@loveALYtv]

@@understitchYT true! Their store looks like an art gallery.

[@understitchYT]

@@loveALYtv I wish they kept an archive of their stores honestly, Id love to see which artists did which interiors

[@martijnkeisers5900]

And another great vid.. 😀

[@understitchYT]

Thank you so much, glad you enjoyed it 🙌

[@TheFaisalv]

Couldn't hear the name of the design duo that worked with GM...that you mentioned...sounded like "FABRICA"-can you please clarify?

[@understitchYT]

You got it right, its spelt Fabrikr, or in Korean its 페브리카 I believe

[@hamitran7243]

I loveeee your videosss

[@understitchYT]

Thank you 🙌

[@KittenParadise]

when i saw robot donkeys with fur in their store i knew they were the one.

[@understitchYT]

Its my biggest signal too, shame more companies dont put up robot donkeys 🤔

[@TheEpicCreeerSlayer]

What model of sunglasses are the ones shown in the thumbnail? Thanks

[@understitchYT]

There are 9 pairs in the thumbnail 🧐

[@TheEpicCreeerSlayer]

@@understitchYT The main dude

[@siriusty8019]

Lol there’s an LA store too I think it opened 2018

[@understitchYT]

There’s a huge list of stores, I tried to get the main ones, but there is so so many. One really impactful one to their history was the one in Inchon airport, it just didn’t make the cut 🤷

[@penidk]

now when I watch MLFtS I will think of Gentle Monster

[@understitchYT]

Any time I see black pink, I think of them

[@penidk]

@@understitchYT same

[@heykerby]

They need to make bigger sunglasses for bigger heads. I love them but 99.9% of them don't fit. Please make more 150mm+ glasses!

[@understitchYT]

I have the exact opposite problem, my head is so small that even the gentle monster ones are too big sometimes

[@hris9214]

Just wondering if I buy GM online, will i be able to switch out the lenses to power lenses at my local eyewear shop? I so want to own a GM but I'm almost blind 😅

[@understitchYT]

I think they can do any pair of glasses, no? I often take vintage specs in to mine

[@natsaliya]

i was obsessed with their marketing campaigns and dreamed about going to their store and buying a pair. but once i got there i wasn't impressed with their quality. yes there are a few popular designs and creative collabs but other than that it's very basic and overpriced for its quality in my opinion

[@understitchYT]

Oh really? I think theyre pretty solid in quality, but then sunglass quality doesnt seem to very much as long as you dont buy them from a petrol station 🤷

[@peterdo1860]

sick video

[@understitchYT]

Thank you so much 🙏 glad you enjoyed

[@OpinionatedMatt]

8:38 oooh I watched that drama

[@understitchYT]

Was there any good, I know a lot of my Korean friend still really love it

[@OpinionatedMatt]

@@understitchYT there are definitely better dramas out there. Also the fact that somehow the alien had magical powers too irritated me because I found it too outlandish.

[@OpinionatedMatt]

K-dramas have the fascinating tendency of having an episode where shopping is key though. When it comes to styling my favorite has been It’s Okay To Be Okay. I might be completely wrong and obscenely distasteful on this because I don’t have the knowledge to back it up, but I do remember finding the outfits for the main character to be stunning.

[@ariana9941]

Do you know about any brand with anonymous designers?

[@understitchYT]

Actually, no, I don’t know any, do you?

[@ariana9941]

@@understitchYT why is that there aren't anonymous designers

[@Kokolo-ze2cp]

So a brand started out of need (or greed) for money not passion, artistry, need to create? Can't support it, won't support it.

[@understitchYT]

Maybe, but they understood the value of allowing creative people to actually be creative, thats got a lot more value than brands that dont have that (or at least dont actually bring it to retail)

[@jourdainjardin846]

The London store didn’t last long

[@understitchYT]

Hopefully it'll be back when brand awareness grows

[@bzztthundaa]

💗💗💗

[@understitchYT]

💜💜💜

[@ohjinmyoung7350]

smaller heads are not a beauty standard in korea. the beauty standard is the same all over the world. koreans just have the biggest heads in the world so our features are not in proportion. my friend gave birth in new zealand, a land with few koreans. the doctor put her perfectly healthy baby in an incubator for he was sure a baby with a head so huge must have serious problems! i have been to 70 countries and we koreans have the biggest flattest faces and heads down period

[@understitchYT]

I think the larger korean head size is really attractive personally, definitely goes along with the masculine beauty standard of the west. But having a small head is 100% a beauty standard in Korea. Im british (obviously) and have a particularly small head even for a brit and regularly get people in Korea come up to me comparing my face with their fists because I have a ‘small face’ or a ‘small head’. Then a lot of people count how many heads make up my body, Im not sure how many is a good amount but they always seem impressed 😂 - Im not tall just a realllllllyyyyyy small head 😂

[@yeungeddie]

Yooo

[@tradingloss]

*Kering Eyewear is King now makers of Gucci, Cartier (don't ask how this happened, Richemont would rather have Kering make their glasses than Luxottica), Balenciaga, YSL etc, Made in Italy or Japan only for high QC. Gentle Monster boutiques, the Associates don't even know what the 3 numbers are on the frame, so I had to take them to school on why they can't find the right size for me: lens width/ bridge width/temple length, for those of you that don't know this, you're welcome, use this to find the best fitting glasses and take care of your eye health. This gentle monster is just a fizzled out buzzword that will fade and go bust, they stand no chance against Kering and Richemont, nice try on disruption, you can't really BK those that have been in business for 100+ years. Gentle monster: RIP, BTW you get what you paid for in life, made in China garbage + sales team that has less product knowledge than you, wanna give it a try? Go to the boutique in South Coast Plaza, you've been warned.* *TL:DR I proved this bias wrong, when I discovered Gentle Monster I loathed them*

[@understitchYT]

Just because it’s made in China, doesn’t mean it’s lower quality, and besides, many of the sunglasses are made in Korea, also bcs now they have backing from LVMH, I would expect them to have many high-profile collaborations in the future, because that is something very common for LVMH, and I genuinely don’t think that they would have purchased the company with their factories. If they had not seen good quality control, LVMH is very careful with its positioning, so I really don’t see them fizzling out any time soon. Especially with how well they sell in Korea, and all of Asia really. Saying that, I have been into many gentle monster stores in Asia, but I haven’t been able to discuss the product with staff, because of language barriers, so I’ll take you at your word for that.

[@TBGB-LM]

Sorry but GM is far superior than what brands you mention, and btw Kering is a ped0phile apologist

[@kimuun]

cheapest quality ever.

[@understitchYT]

Omg no, their glasses are so well made! Comparable to luxottica easily

[@tres5533]

First time here. The audio is terrible, horrible and you should be embarrassed putting such crappy sound up.

[@understitchYT]

Thanks for the feedback, Ill look into improving 🥰

[@hkhkhkhkhk]

I worked in Gentle Monster for a while, and you know more than me about the history lmao

[@understitchYT]

I think it helps that I obsessively researched them for this video 😂