2000Archives Triples Sales as Wearable, Distinctive Designs Catch On

2000Archives, operated by Kyndof under chief executive Kim Sunbin, is a womenswear brand built on the archiving of vintage brands from the 2000s. Designs that pair a Y2K mood with the label's own identity have built a large following, and hits such as the Mat Love Tee and the football tee have lifted sales to more than three times the previous year's.

The reason 2000 appears in the name goes back to that vintage business. “The vintage clothing business was the brand's first start,” said Hong Daeun, creative director of 2000Archives. “At the time we carried a range of pieces from the late 1990s through the 2000s, from luxury collections such as Galliano and Dior to unique pieces with distinctive silhouettes or materials.” She added, “Because the brand did not begin with garment production, the early following came mainly from consumers who like vintage clothing. The base then widened as we introduced designs inspired by vintage pieces.”

On the meaning of the name, she said, “Looking back at any era, I do not think any of them captures our characteristics as concisely as the 2000s,” adding, “The year 2000 opened a new era, and the name 2000Archives takes in all of it, that era's colors, the vintage pieces and everything else.” Prints and detailing are among the elements that draw the most attention to the label. Asked where the original designs come from, she said, “A lot of the design inspiration comes from words and colors,” and, “I combine the two, and one thing leads to another, so the work branches out from that single word.”

The brand runs two lines at once, the Sport Couture line and the Sport line. The Sport Couture line lets the label's originality come through in bold cutting and prints, and forms the regular season that makes up its shows in Korea and abroad. The Sport line is defined by relatively reasonable prices under 200,000 won and wearable designs. Explaining why the two are kept separate, Hong said, “Many customers like the mood of the 2000Archives brand, but a lot of the pieces were hard to take on in terms of price or in everyday life,” and, “We recently formally launched the Sport line so that customers who love the 2000Archives mood can approach it easily.” She added, “By offering clothes that can be chosen widely and worn in daily life, we present the two lines together so people can experience our brand relatively easily and come to love the Sport Couture line afterwards.”

A new pop-up is planned for May. The brand has drawn attention with a new concept each time, and expectations are building for this one as well. “I want to build a fun space without being bound to any framework, adding our own sensibility,” Hong said. “We are going at it from start to finish with the attitude that we will do all of it ourselves, and it will be a pop-up that is genuinely fun and true to 2000Archives.” In Korea the brand plans to increase communication with consumers through varied and entertaining presentations, and to expand its global points of contact in earnest, to Japan and China as well as Europe.