gu_de was launched in 2016 F/W by designer Ji Hye Koo who has more than 15 years of experience at KUHO and LEBEIGE (Cheil Industries Inc.), BENETTON (F&F) and BNX (AVISTA) as a head of ACC team since 2007 and other national brands in Seoul, South Korea. After launching the brand, we entered BEAKER by SAMSUNG (HANNAM / CHEONGDAM) in 2016,10 BOONTHESHOP by SHINSEGAE (SHINSEGAE GANGNAM / MAIN) and MYBOON by SHINSEGAE (All stores) in 2017.02 etc.
The brand name of gu_de came from Scottish language and the meaning is the same as good in English. The brand is eager to supply great materials, great composition and great quality with affordable prices to customers. The brand name, gu_de is a projection of their values as mentioned above.
gu_de is inspired by 1970's haute couture. The bag has understated details, fresh and unique shape. It's feminine yet with accents to make it a new classic. Classics remain timeless. Even though fashion and trends have changed, the universal beauty and exquisite pieces will always forever. Timeless beauty is our essential and eternal philosophy. For this reason, the brand plans to continue our eternal philosophy of timeless beauty, so gu_de can be the "New Classic" to someone through their signature items along with interesting variation in the product line every season.
The brand had focused on settling down in the domestic market until 2017. However, since their successful fashion show on Seoul Fashion Week 2018 held in March, as one of the GENERATION NEXT among twenties, they are making an effort to expand their business by going abroad to build a sustainable lasting business in the global market.