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02/18/2019 Interview > Student

Title

MOYE, a Brand Created by Students From the Department of Clothing and Textiles

Clothes that captures an artist’s life

김현수

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http://www.hanyang.ac.kr/surl/lLhs

Contents
MOYE is a fashion brand created by a group of students from the Department of Clothing and Textiles. Its name consists of two meanings: it is a shortened word that comes from the sentence 'moduga yesoolgada,' which means ‘everyone is an artist’ in Korean, originally quoted by the artist Joseph Beuys; it also has the meaning of putting together the elderly and children, according to the dictionary. In this sense, MOYE implies that every ordinary person is an artist. For their project this time, the artists involved were elderly women from the Sageun-dong Elderly Welfare Center. This week, the creators of the brand, MOYE shared their brand story.
(From left) Head officer Song Ha-yoon (Department of Clothing and Textiles, 3rd year), financial officer and designer Kim Seung-hyun (Department of Clothing and Textiles, 2nd year) and marketing officer and designer Lee Eun-joo (Department of Clothing and Textiles, 4th year) of MOYE

As its name implies, the designers for MOYE are ordinary people. For their new project, MOYE decided to make elderly women their artists. Their reason for doing so was because the date of their project launch was on February 12th, which was after the Lunar New Year’s Day when the concept of a generation gap was felt the most.

There is a reason behind why MOYE chose to use communication as the core identity of the brand. “I had the experience of transferring to different schools many times. From that, I realized the importance of having someone to talk to. I value everyone's story, so I wanted to listen to and deliver them through the medium of clothes,” said Song, the head officer of MOYE.
The artists of MOYE’s project, the elderly from Sageun-dong Elderly Welfare Center, are drawing the designs for clothing.
(Photo courtesy of Song)

While there are many paths available for those wishing to launch a brand, the creators of MOYE decided to raise a funding at Wadiz, which is a crowd funding platform. This was a decision resulting from lessons the founders had learned last summer when their project was promoted off line. They faced the limitations of initial capital, lack of item diversity caused by mass production, and difficulty delivering the story behind their designed products.  

MOYE’s clothing line was created through four steps. First, the designers listened to and sympathized with the elderly at Sageun-dong Elderly Welfare Center. During this process, the MOYE designers caught a story with an impactful impression and asked them to draw their story. Finally, the designers refined the drawings and the stories are now being delivered through the completed clothing.
One of MOYE's clothing designs called ‘Portrait’, which is the most sought-after clothing piece that depicts the lifetime of an artist in one single line.
The colorful colors describe the emotions that follow a life event.
(Photo courtesy of Song)
“I was surprised to hear that a 73 year old artist that I worked with had learned photoshopping skills when she was younger. It sounds like a new generation's skill that the generation gap started to seem obscure to me,” recalled Kim.  

Beginning next week, MOYE’s next project is going to have children as their target, from vulnerable social groups. MOYE follows by the ideology that while they have artists from vulnerable social classes, they do not sell through emotional appeal. Rather, they plan to prove the excellence of pure imagination of children through commercial values. “I hope our next project will implant courage to the children, despite the insufficient love they might have received in the past.”
 
A picture of the designers from team MOYE and their model. All models and photographers are from the Department of Clothing and Textiles.
(Photo courtesy of Song)


Clothes are worn and consumed by people every day, and MOYE successfully fulfilled their objective to communicate and deliver one’s story through clothing. While their online funding ends on March 3rd, MOYE plans on donating 100 percent of the net gains to the Sageun-dong Elderly Welfare Center. They will continue their projects by creating an official club on campus, with the aim of breaking down the stereotypes for beginning start-ups and the notion that finding employment is impossibly tough.

Click here to view MOYE's clothing lines



Kim Hyun-soo        soosoupkimmy@hanyang.ac.kr
Photos by Park Geun-hyung
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