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brands : boy who cried wolf : exo
Boy Who Cried Wolf, also known as BWCW is a brand that came to my attention prior to its official release onto the market, when it was modelled by EXO for their promotions of 'Growl', the repackage single released after their first ever comeback 'Wolf'. This was how I became familiar with the brand, watching one of their stages and being desperate to know who designed their clothes that were covered in cute plushies but with an urban-street style twist. I noticed the 'BWCW' anagram being the only reoccurance and tried to get some research on the brand, thinking that it was an existing one with goods already on the market, only to find next to no information on it. I gave up hope that I would be able to find out what it was, let alone be able to own any for myself.
It wasn't until a week or so later that the announcement was made that EXO would be launching a store, Boy Who Cried Wolf, that I put two and two together. The brand is completely new and exclusive, and is said to consist of collaborations between EXO and some of Korea's most famous street fashion names.
This is the hardest segment for me to write about, as the clothing isn't officially available online, there is only a select few items in the line that I've seen, most of which that have been modelled on the boys themselves throughout promotions. Existing labels in the collaboration include: _Rism, Nude Bones, Liful Minimal Garments, Buried Alive and Peace, Love and Understanding.
Examples of EXO wearing Peace, Love & Understanding
By far my favourite pieces in the collection have been by Peace, Love and Understanding. It was these pieces that caught my eye initially, during EXO's performance. The designs consisting of plushies, toys and kitsch items cut out and layered onto the fabric, often built up of playful bright and fun colours.
about the store:
August 10th 2013 - official launch
The boys of EXO attended to lauch the temporary store, and armed with permanent marker pens, took to the walls and mannequins signing and doodling on pretty much every surface, cute vandalism to reflect on the rebellious school boy-esque feel of the place. They also took hundreds of polaroids that have been stuck up around the store, a reminder of the up and coming stars of Kpop's visit and contribution to the brand.
Inside, the store follows the theme of a school: a concept EXO have been no strangers to lately. Their first album, XOXO has a concept following that of a high school year book, as well as a alternative take on their music video for Wolf that is based in a school.
The store sells not only clothing, but also other lifestyle products, accessories and merchandise for EXO themselves.
Sadly, it's only a pop-up store based at Outlab in Garosugil, Shinsadong (Seoul) and isn't a permanent fixture, expected to stay open until maybe October 2013. It's anticipated that some BWCW items will be available online on sites like Ebay (some already have been put up) but expect to pay way over the retail for them as they are exclusive products.
Labels: boy who cried wolf, bwcw, exo, fashion, korea, style
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