fwee

“fwee” is an exclamation that captures fleeting emotions. From the name onward, our brand story is about the roles we play in everyday life—making ordinary days feel a little more special. As a brand that resonates, we continue to spark inspiration and be inspired, bringing vibrant moments to life through color.

Launched in 2021, fwee underwent a complete rebrand in 2024. Everything—from visual identity to core products—was redesigned, keeping only the name as the foundation for what’s next. The renewed fwee re-emerged through a strategic pop-up at The Hyundai Seoul, and soon after opened its first flagship store, “fwee Agit,” in Seongsu. Within just one month of opening, it quickly became a must-visit spot for both local and international visitors.