Y.SO.CEREALZ
Y.SO.CEREALZ
Y.SO.CEREALZ (Why So Cerealz?) is a Seoul street label operated by TG&Co. under Kitae Son, with a showroom on Jahamun-ro in Jongno. Taking off from the biblical parable of the buried talent, its message is that mistakes are not failure but a step toward success — so hey, why so serious? The brand showed at Seoul Fashion Week for the 2024 S/S and F/W seasons and releases collaborations with artists such as Mothfly, Chanan and Inkyoung.
It's okay to make mistakes — Seoul streetwear with a message
The story
Y.SO.CEREALZ (Why So Cerealz?) is a Seoul street label operated by TG&Co. under Kitae Son, with a showroom on Jahamun-ro in Jongno.
Taking off from the biblical parable of the buried talent, its message is that mistakes are not failure but a step toward success — so hey, why so serious? The brand showed at Seoul Fashion Week for the 2024 S/S and F/W seasons and releases collaborations with artists such as Mothfly, Chanan and Inkyoung.