Dami Kwon and Jessica Jung are cofounders of the Seoul-based concept shop Rare Market and its in-house label, We11done.

What could have been another line of basics has become the go-to source for those hoping to catch a whiff of the Korean cool that's so on trend.

Kwon and Jung have knowingly tapped into that somewhat fetishistic yen, but they’ve delivered great clothes for young working women, not defined by any one place.