From the food to the face masks (as in sheet masks, not PPE), South Korea is a fascinating place. But since travel is not as liberated as it once was, in times like these we may have to find alternative ways of accessing Korean culture. Aside from delectable cuisine and extensive beauty regimes, South Korea is fundamentally fashionable. While it’s particularly known for its street style, we're also fans of its brands. Launched in 2016, Seoul-based gu_de is a brand primarily inspired by the 70s. Circumventing the garish flamboyance typically associated with that decade, gu_de does bags with understatement in their DNA that wouldn’t look misplaced in an avocado bathroom suite. In the future, its founder Ji Hye Koo hopes to branch out from bags into entirely new product categories. Sounds gu_de to us.