Inside Somewhere Outside Hiking Company, a New Korean Outdoor Brand to Know

While Japan looms large in the collective minds of aesthetic-driven outdoor enthusiasts worldwide, Korea is in the midst of its own Gorpcore renaissance, too. A wave of young Korean outdoor labels have emerged in the country that package elements of technical outdoor clothing in cleaner, more utilitarian silhouettes suitable for all scenarios. One of the youngest is Somewhere Outside Hiking Company (often stylized as SOHC).

Since Somewhere Outside launched in 2023, the brand has gained an impressive social following, plenty of press coverage, and a high-profile collaboration with French mountaineering apparel brand Millet. Ever fascinated with emerging labels and the international interpretations of outdoor culture and style, we decided to dig into this nascent label to paint a fuller picture of where Somewhere Outside came from—and where they're headed.

The History of Somewhere Outside

To dig into the full brand history, we'll start with the SOHC x Millet collaboration, which was made possible thanks to a little bit of benevolent nepotism. Somewhere Outside was founded by Luca Han, currently the executive director of Millet Korea. Han wanted to create a more niche and focused outdoor brand without the baggage of the heritage brand he worked for, which was simply not possible under its existing framework. He enlisted the help of tasknegativeservice, the branding agency led by Sunwoo Lee and Caizu Jo, to come up with a label concept that would combine outdoor-derived functionalities with urban styling and silhouettes. And thus, Somewhere Outside Hiking Company was born.

The generic sounding name is kind of the point, says Gunwoo Ko, a designer for the brand I spoke with. Many Korean outdoor brands form their identity in extremely traditional imagery of mountaineering, making it hard for them to branch out to produce anything else. Somewhere Outside is meant to provide a platform to break free from convention and explore different balances between form and function.

Don’t misinterpret that as a desire to chase trends. “People buy and discard trendy clothes all the time,” Ko tells me. “But outdoor wear tends to survive that cycle.” His goal with Somewhere Outside is to produce clothes that will always earn their place in someone’s closet thanks to the role they play in their lives. And to create clothes that they’re also excited to wear—that won’t make the customer feel like they’re wasting money.

The Somewhere Outside Aesthetic

Like many other established and emerging brands, Somewhere Outside says it’s obsessed with developing versatile clothing that seamlessly blends into the outdoors and around the city without compromising on functionality or aesthetics. This is evident in how the company approaches essential outdoor staples. The Whale’s Island Windbreaker, for example, is built out of a windproof nylon and polyester fabric with perfectly placed pockets. Many of the company’s long-sleeve tees are built with mesh paneling for enhanced breathability. The gear is technical enough, but never features something like a DWR coating you’ll have to retreat (like the Arc’teryx Alpha SV). “Most of us aren’t professional [explorers], we’re amateurs,” said Ko. “So while we value function, we don’t obsess over it.”

Indeed, the Somewhere Outside look feels a bit historic. This year’s sping and summer collection is heavy on loose, long shorts, graphic tees, and fanny packs. “We love vintage references,” said Ko. “When we look at old mountaineering photos, people [are] wearing fur coats and all sorts of things … We value clothes that age. Not deteriorate, but mature.”

Tarrifs and the Future of Somewhere Outside

It’s hard to realistically say what is in store for any small clothing and accessory brand in the next few years. The fashion industry is constantly changing, and that was before the global economy was upended by U.S. tariff policies. “The domestic fashion market in Korea isn’t exactly looking bright,” said Ko. “Most brands are seeing negative growth compared to last year.”

Fortunately, Somewhere Outside has a strong community behind it that is primed for its wares. Ko says the brand has continued to grow, even during these uncertain times. He’s currently helping prepare for a major event with buyers in Japan, which could bring Somewhere Outside to an additional audience in a country with a demonstrated obsession with clothes that meet the needs of their wearers both on trail and in office.

Needless to say, Somewhere Outside remains a brand to watch.