South Korean Eyewear Brand Gentle Monster. How Gentle Monster Rode the K-Pop Wave to $160 Million. In 2011, the world was awash with Warby Parker clones: Brands that walked like Warby, talked like Warby and shilled like Warby. They capitalised on the buzzy start-up’s direct-to-consumer, buy-a-pair-give-a-pair model and borrowed heavily from the company’s visual identity with the hopes of capturing a slice of the eyewear market that Warby Parker had worked so hard to disrupt. Many of these clones were based outside the US, where Warby Parker lacked a presence. Several remain in operation today, including the German company Mercy Would, the Indonesian company Franc Nobel and the Australian company Bailey Nelson, which also sells in Canada, New Zealand and the UK. Hankook Kim, the founder and chief executive of the South Korean eyewear brand Gentle Monster, once thought of making a Warby Parker clone too.
South Korean Eyewear Brand Gentle Monster
BoF’s Entrepreneurship Week kicks off with a report on South Korean eyewear brand Gentle Monster, which dodged the Warby Parker-clone trap with a design-led approach. South Korean Eyewear Brand Gentle Monster. Please visit the BOF – Business of Fashion – website to read more.
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