Delicate Comfort Femininity
A brand that expresses femininity
in a casual manner with delicate comfort
compound word of 'Better' and 'Kind' which means 'species',
started from human desire to always evolve.
The brand name contains
the philosophy and enthusiasm of the Director, Ahyoung Choi
to become a designer and a brand
evolving and improving every moment .
Soft Toughness, Elegant Charisma
and Delicate comfort.
Targeted in 20s-30s women
who are very casual chic
but do not lose their femininity.
It is based on relaxed silhouette and Neutral casual items,
but features a luxurious femininity that can not be hidden.
BETTERKIND expresses the femininity,
that is not opposite word from neutral or masculine,
without direct expression of feminine.
2016-now, BETTERKIND STUDIO | Founder/Director
2017 Selected as 2017 World Star Designer
(World Star Designer Project_
by Korea Fashion Association & Ministry of Trade, Industry and Energy)
2017 Awarded 3rd place ‘2017 Nextgen Online Designer Awards’
by Korea Research Institute for Fashion Industry(KRIFI)
2016 Exhibited at International Fashion Showcase, London Fashion Week
2012-15 Handsome Corp., Hyundai Department Store Group , S. Korea
| Designer (MINE/Womenswear),
| Merchandiser (LANVIN SPORT/Menswear)
2010 Graduated from Central St. Martins, UK | Fashion Design Womenswear BA (First Class Honours)
2005 Graduated from Seoul National University, Korea | Department of Clothing & Textiles