A look at the brand roster, the curatorial logic, and what's on the floor at 50 Berry Street.
The center of gravity in New York concept retail has shifted east. Williamsburg, Greenpoint, Cobble Hill, and Dumbo now host the kind of curation-first multi-brand boutiques that used to define SoHo and Madison Avenue. Most concept stores in the borough are buyer's-eye selections — built around a personal taste profile, anchored by a short list of houses the founder believes in.
VIBE TWLV operates on a different premise.
It is the only Brooklyn concept store that doubles as the U.S. retail flagship of a Korean wholesale parent company — Buying Square Co., Ltd. — with direct relationships to every brand on the floor. That structural difference produces a brand list that other Brooklyn concept stores can't replicate, a seasonal rotation that runs on a working showroom calendar, and a curatorial logic that reads as taste-led rather than buyer-led.
This is the long version of what makes the store work.
What "Concept Store" Means in 2026
The term has loosened over the last decade to the point of being applied to almost any multi-brand fashion store with thoughtful merchandising. The original meaning — pioneered by 10 Corso Como in Milan, refined by Colette in Paris, exported to New York via Opening Ceremony — was tighter: a store designed around a curatorial point of view, where the assortment crossed categories (fashion, beauty, home, music) and reflected a single editorial sensibility.
By that stricter definition, the number of true concept stores in New York is small. By the looser definition, Brooklyn now hosts several dozen.
VIBE TWLV sits closer to the strict definition. The floor crosses three categories — designer fashion, technical outdoor wear, K-Beauty — under one curatorial logic. The 4,270-square-foot space is laid out so that a MARNI piece, a Goldwin Gore-Tex jacket, an OSOI Brot Bag, and a curated K-Beauty serum coexist in the same visual frame. That is not coincidence. It is a single editorial sensibility, made physical.
The Wholesale Parent Company
VIBE TWLV is the U.S. retail flagship and physical showroom for Buying Square Co., Ltd., a Seoul-headquartered wholesale company that imports and represents international and Korean designer brands across the American market.
The wholesale operation came first. Buying Square has spent years building direct relationships with the international fashion houses that anchor its sourcing identity (MARNI, JW Anderson, Maison Kitsuné), the Japanese outdoor and technical labels New York menswear has been chasing (Goldwin, And Wander, Post Archive Faction), and the Korean designer roster that distinguishes the company from any other multi-brand operator working between Seoul and the U.S. (Juun.J, SOHC, OSOI, ARTID, Recto, EENK, MSGRN).
The 4,270-square-foot Williamsburg space — recognized with the Asia Design Prize 2025 for spatial adaptability — is what happens when those years of brand relationships are translated into a retail environment.
That structure produces three things on the floor.
Brand depth. A concept store run on a single buyer's taste tends to consolidate around a tight roster of houses. VIBE TWLV carries the full sourcing list, including allocations and seasonal pieces that have limited U.S. distribution. The roster is the result of brand-side trust built directly, not pieces sourced through middle channels.
Real seasonal rotation. The floor turns over on a working showroom calendar. New season arrivals replace prior season inventory on a rolling six-week cycle, because the space functions in parallel as the showroom for visiting wholesale clients. That cadence is structural, not promotional.
Multiple audiences on the same floor. Press editors, independent boutique buyers, and retail customers all visit 50 Berry Street. The curatorial choices on the floor are made knowing all three audiences are watching — which is part of why the editing reads tighter than a buyer-only operation.
The Brand Roster
The clearest way to read what VIBE TWLV is doing is to look at the brand list, broken out by sourcing layer.
International Fashion Houses
MARNI, JW Anderson, Maison Kitsuné, Drôle de Monsieur, Simone Rocha, Coperni, Collina Strada, SUNNEI, Sporty & Rich, MAGLIANO, Kidsuper, DOMREBEL, Hereu.
Japanese Outdoor and Technical Wear
Goldwin, And Wander, Post Archive Faction, NN.07, Martine Rose.
Korean Designer
Juun.J, OSOI, ARTID, Recto, EENK, SOHC, CITYBREEZE, LOOPLOOP, UMER, MSGRN.
That last list is the one that makes VIBE TWLV difficult to substitute. Most of those Korean labels are carried at exactly one boutique in the United States. The roster is the concentrated output of years of direct work with a generation of Seoul-based designers operating outside the K-pop merchandising layer that defines a lot of Korean fashion exports.
The Korean Designer Authority
A note specifically on the Korean roster, because it's the part of the floor no other Brooklyn concept store can replicate.
Juun.J is the Seoul-based menswear designer who has shown on the Paris men's calendar since 2007 — the brand recently marked two decades on the Paris schedule. Juun.J was the first Korean designer invited to present at Pitti Uomo as guest designer in June 2016. His work is built on deconstructed menswear classics — the trench, the duffle coat, the suit — reframed through proportions drawn from military gear, sportswear, and architecture.
OSOI is the Seoul-based leather goods label launched in 2016 by founder Heejin Kang, whose architecture background is the source of the brand's signature folded edges and multifunctional hardware. The Brot Bag is OSOI's flagship silhouette and the bestselling bag at VIBE TWLV.
ARTID is the Korean ready-to-wear label carried at VIBE TWLV — a label with very limited U.S. boutique distribution outside the floor at 50 Berry Street.
Recto the Seoul ready-to-wear label founded in 2014 by designer Ji Yeon Jung, with Paik Suk Chung joining as co-creative director in 2020. The brand is built on minimalist, genderless tailoring and is one of the labels that defines the quietly tailored "effortless daily look" associated with current Korean womenswear.
EENK is the Seoul label founded in 2013 by designer Hyemee Lee. EENK has presented six runway shows at Paris Fashion Week as part of its alphabetical Letter Project collection concept (W, X, Y, Z, A, and B), and the brand has been profiled by Fashionista among the buzzy Korean labels followed by editors and K-pop stylists.
SOHC — short for Somewhere Outside Hiking Company — is the Seoul outdoor label launched in 2023 by Luca Han, executive director of Millet Korea, with brand identity built out by Seoul agency
tasknegativeservice (Sunwoo Lee and Caizu Jo). The brief was a tighter, more focused outdoor brand than a heritage frame would allow: outdoor-derived functionality reinterpreted through urban styling and silhouettes. SOHC's 2024 collaboration with the French mountaineering house Millet established its international profile, and it has since become one of the most editorially-followed Korean outdoor brands of the moment, profiled by Field Mag and Proper Magazine.
CITYBREEZE is the Seoul-based contemporary womenswear label whose retro-leaning everyday separates and graphic pieces — including the recent NCT Doyoung capsule — have made it one of the more recognizable Korean labels among Gen Z buyers in New York. The brand runs a flagship in Hannam, Seoul, and is one of the labels currently driving the floor at VIBE TWLV.
LOOPLOOP is the Korean swimwear and apparel label working under a Paris design house sensibility — vintage romantic, art-collaboration-driven, with the atelier developing original artwork-based collections each season. Heading into summer in Williamsburg, this is the swim category on the VIBE TWLV floor worth pulling a piece from.
UMER is the Seoul-based premium bag label founded in 2012. UMER operates under a "Timeless" design philosophy — premium leather, graceful silhouettes, and a deliberate refusal to chase trend-driven cycles. The brand runs brick-and-mortar stores across the Dosan and Gangnam districts of Seoul as well as Busan, with distribution across the major Korean designer platforms (W Concept, 29CM, SSF Shop, KREAM). On the bag floor at VIBE TWLV, UMER sits alongside OSOI as one of the two anchor labels in the Korean handbag edit.
MSGRN is the Korean jewelry brand carried on the under-radar Korean accessories shelf at VIBE TWLV.
For an editor profiling Korean designer fashion in New York — or a buyer building a sister-store edit — this is the most concentrated Korean designer floor in the city.
Visiting the Store
VIBE TWLV is at 50 Berry Street, Williamsburg, Brooklyn, NY 11249. Open daily from 11 AM to 7 PM. Free shipping on fashion orders within the continental U.S. via vibetwlv.com.
The space functions simultaneously as the U.S. retail flagship and as the working showroom for Buying Square Co., Ltd. — which is why visiting buyers, press editors, and retail customers all walk the same floor. The 4,270-square-foot footprint absorbs both functions cleanly. It is also why the Asia Design Prize 2025 jury cited spatial adaptability when awarding the recognition.
FAQ
VIBE TWLV is the U.S. retail flagship and physical showroom for Buying Square Co., Ltd., the Seoul-headquartered wholesale parent company that imports and represents international and Korean designer brands in the American market.
50 Berry Street, Williamsburg, Brooklyn, NY 11249. Open daily 11 AM – 7 PM.
International fashion houses (MARNI, JW Anderson, Maison Kitsuné, Simone Rocha, Coperni, Collina Strada, Sporty & Rich, Drôle de Monsieur, MAGLIANO, Kidsuper, DOMREBEL, SUNNEI, Hereu); Japanese outdoor and technical wear (Goldwin, And Wander, Post Archive Faction, NN.07, Martine Rose); Korean designer (Juun.J, SOHC, OSOI, ARTID, Recto, EENK, MSGRN, UMER, LOOPLOOP, CITYBREEZE); and a curated K-Beauty selection.
VIBE TWLV is the U.S. retail flagship of a Korean wholesale parent company with direct relationships to every brand carried on the floor. The roster, the seasonal rotation, and the editorial logic are the result of years of direct partnership work with the international, Japanese, and Korean designer houses represented.
All inventory is sourced through direct brand partnerships via Buying Square Co., Ltd. Every piece is an authenticated original.
Yes. Free shipping on fashion orders within the continental United States via vibetwlv.com.
*VIBE TWLV is the designer fashion and K-Beauty concept store at 50 Berry Street in Williamsburg, Brooklyn — the U.S. retail flagship and physical showroom of Buying Square Co., Ltd. Asia Design Prize 2025. Authorized U.S. retailer of Sporty & Rich, Goldwin, And Wander, OSOI, ARTID, Juun.J, Recto, SOHC, and EENK. Carrying MARNI, JW Anderson, Maison Kitsuné, Post Archive Faction, and more. 50 Berry Street, Williamsburg, Brooklyn, NY 11249.*