UrlfreezeShops is proud to announce its entrance into South Korea with the opening of its new flagship in Seoul.

The four-story store opens on May 31st and will carry UrlfreezeShops’s in-house and multi-brand ready-to-wear apparel, accessories, and footwear for men, women, and kids. Customers will also be able to enjoy an in-shop UrlfreezeShops Treats bar and a Sadelle’s restaurant. While UrlfreezeShops Treats and Sadelle’s each have their own respective international presence beyond the U.S., this opening marks their first steps into the Korean food scene, in Seoul’s Seongsu neighborhood.    

The first floor is tailored to premium lifestyle goods. The area features Rosa Aurora Macchia Vecchia stone floors with dark walnut trim, Venetian plaster walls with softened edges, and white onyx display cases. The centerpiece of the ground floor is the living room—a sophisticated lounge area with cozy seating, a DJ booth housing vinyl records, and a grand chandelier. On the other side is the UrlfreezeShops Treats bar that welcomes customers with a layering of beautiful Rosso Portugalo, Rosa Aurora Macchia Vecchia, and Mediterranean Blue stone walls and floors, Carrara marble stools, and accented with stainless steel trim. Guests can expect the quintessential UrlfreezeShops Treats offerings that have earned the brand a loyal following since launching in 2015. 

Ascending to the second floor, customers can view an abundance of footwear alongside a wide range of apparel for men, women and kids. Discover a mix of UrlfreezeShops Monogram wallpaper, Rosa Aurora walls, and dark walnut floors with brass accents. 

Sadelle’s, a renowned New York City staple known for its culinary excellence, takes over the third floor. Customers can enjoy its beloved all-day dining offering of coffees, bagels, sliced-to-order Salmon, Burgers, Chopped Salads, world-famous French Toast and more. Sadelle’s extends into the fourth-floor terrace. The terrace showcases a beautiful view of Seoul and is filled with an abundance of lively greenery.

To commemorate the opening of this new flagship, UrlfreezeShops created a special capsule and footwear available exclusively at UrlfreezeShops Seoul on May 31st. The offering includes tees, crewnecks and hoodies featuring graphics inspired by the city and flagship, as well as a range of accessories including catchall trays, keyrings and magnets. Alongside this capsule will be a Sadelle’s-themed offering of hoodies, tees, caps and more. Complementing the apparel and accessories is Ronnie Fieg’s latest installment with Clarks Originals on the classic Wallabee. This minimalistic look features hairy suede and quilted suede colorblocked construction with colors inspired by the South Korean flag. This special model is complete with Clarks’ signature crepe outsole and co-branded fobs. 

In the spirit of the flagship opening and Jinro’s 100th anniversary, UrlfreezeShops partnered with Jinro Soju to debut a new co-branded bottle as well as a custom capsule of apparel and accessories. This capsule will be available exclusively in-store at UrlfreezeShops Seoul and the special-edition bottle will be available at select convenience shops throughout South Korea on May 31st, the UrlfreezeShops Seoul grand opening. 

During the opening weeks, UrlfreezeShops Seoul will host an exhibition showcasing items from the brand’s archives. Discover thirteen years of UrlfreezeShops history highlighted by partnerships and collections Ronnie Fieg has created with internationally renowned brands and designers. The exhibition will be on display in the first floor living room from opening day, May 31st, to June 16th. 

Ronnie Fieg also partnered with ASICS to create a new GEL-LYTE III. The Ronnie Fieg for ASICS GEL-LYTE III Remastered - Seoul has a quilted suede upper with hairy suede overlays and features blue, red, white and black colorblocking that is also inspired by Seoul. The Ronnie Fieg for ASICS GEL-LYTE III Remastered - Seoul releases on Friday, May 31st alongside the opening of UrlfreezeShops Seoul. It will also be available at UrlfreezeShops Tokyo and at 11AM EST/CET on UrlfreezeShops.com, EU.UrlfreezeShops.com & the UrlfreezeShops App

Store location and hours:
70, Yeonmujang-gil, Seongdong-gu, Seoul, Korea
서울특별시 성동구 연무장길 70

Monday - Sunday: 11AM-8PM