At just a glance, it’s hard to tell what Sneezer Parade is all about. You know it’s a little quirky with some nice prints, but what’s going on underneath? Luckily, Sneezer Parade is one of those brands that’s very transparent which makes people love them even more. Kyung Min designs Sneezer Parade and she aims to bring culture and history into each line she delivers. On the website you can read what the theme and inspiration is for each of her collections, which almost always includes humor. This is a smart way to discuss your brand and help customers understand what they’re looking at. The more you know about something, the more likely you are to grow an attachment to it. Sneezer Parade has had many unique themes thus far such as Old Man Basketball Team and Rockabilly Baby, but the Spring/Summer 2015 theme is the most interesting – Korean Cowboy.
Euljiro Western is the technical name of the newest collection, but the idea behind it is a Korean Cowboy. I’ve had a chance to view the lookbook and the inspirations behind this collection are western movies, a classic minimalism, and a functional humor. The lookbook also informs us that Euljiro is an important district in the center of Seoul that showcases the “past, present and history of Korean industrialization.” The collection presented by Min and Sneezer Parade isn’t too print heavy, but the ones incorporated into the garments do a good job at establishing a color story which makes the collection appealing and easy to digest. The Western influences are noticeable, but not tacky or overbearing. While it is a pretty minimalistic line – as promised – there is a pair of striped pants with a wide and flared cut that stop just short of the ankle that leaves you wanting to know more, “Where is this headed?” There’s a bright, comic-like print that reads, “He’s drunk as shit.” I still haven’t really figured out how the print of the t-shirt and jacket fits in, or what purpose it serves, but I’m glad this print is here.
Sneezer Parade is a fun and functional brand with a very unique product offering. Kyung Min has found the perfect balance of culture and humor and I look forward to seeing much more from this brand. You can check out their past lookbooks and inspirations at sneezerparade.com