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Between A and B
Between A and B is a Seoul-rooted womenswear label that channels experimental casual wear with a practical edge. Born in Korea and led by founder Kim Hyun-sook, the brand trades in color-forward, mix-and-match pieces that sit between familiar silhouettes and unexpected details. Its collections span everyday tops, knitwear, dresses, outerwear, and bags, with a signature bohemian-meets-modern mood seen in floral graphics, embroidery, and relaxed fits. A/B’s pieces aim to be easy to style for real life while offering a witty, colorful twist that makes off-duty looks feel curated. Ideal for shoppers seeking approachable Korean contemporary clothing with a playful, color-conscious stance.
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