BRAND STORY

When King Taejo of Joseon dynasty was deciding on the capital, he observed Mount Inwang on a day with heavy snowfall. The outer part of the mountain was still covered in snow, while the inner part had already melted. Seeing this, King Taejo decided to build the fortress along the snow-covered ridge. This led to the place being named <Seolwool [雪鬱]>, which over time transformed into Seoul, the name we use today.

The brand name SLWL is an abbreviation of <Seolwool>. It is inspired by the origin of the name Seoul, which means a fence surrounded by snow.

OBJECTIVE

SLWL <Seolwool> is a lifestyle brand that draws inspiration from the familiar yet unique motifs found in Seoul, incorporating them into objects to provide delightful daily inspiration.

We propose practical and invigorating products that embody the mood of Seoul and seamlessly blend into everyday life. Our hope is that these small daily choices will inspire you and help cultivate your own unique and charming tastes.