What is GROVE, a popular brand from Korea?
On August 22, 2025, the first flagship store in Japan of the popular Korean brand GROVE opened in Harajuku. The location is in the area past Takeshita-dori Avenue. The store is located just off Takeshita-dori, a sophisticated space slightly removed from the hustle and bustle of the street crowded with tourists.
What kind of brand is GROVE?
GROVE started as a select store in Apgujeong, Seoul, in 2016, and began developing its original brand the following year. The brand reinterprets "1960s vintage trad" with today's sensibilities, pursuing a timeless and natural beauty.
The brand has also attracted attention by welcoming NAYEON of TWICE as its first official ambassador starting in the fall/winter of 2025.
Ltd. (TSE Growth listed), an apparel D2C business company, is responsible for the official operation of the brand in Japan. Through its online store and flagship stores, GROVE is expanding its world view in Japan.
Features of GROVE Harajuku Flagship Store
Wide range of products from spring/summer to fall/winter
The store has everything from camisoles and T-shirts perfect for the still hot weather to fall knits and jackets you'll want to wear right now, including a full lineup of short length tops that are essential for the Y2K trend.
Sensible gradient styles
A wide variety of items to enjoy layering
The length and fit are calculated,
- Glimpse a camisole from the shoulder
- Shirts and knitwear peeking out from the hem
and layered styles can be completed naturally.
Featured items
Checked set-up worn by NAYEON
What particularly caught people's attention in the store was the plaid set-up that Nayeon wore for the 2025FW campaign. The look, which combines a skirt and jacket, is inevitably popular in Korea and Japan. A layered style with a camisole is also recommended for this hot season.
Japan-exclusive items
A Japan-exclusive series with a floral pattern is also available. This special collection is not available in Korea and is not to be missed by fans.
Popular T-shirts and hairpins are also available.
Attention to detail in the display
The store is a stylish, inorganic concrete building. The vase in the front of the store was originally created with the image of "Tokyo" in mind. The interior also conveys the brand's world view.
In-store service
Shaved ice and drinks are sold in the space outside the store.
The playful gimmicks typical of Harajuku fashion spots are appealing.
Summary of celebrities wearing GROVE
TWICE NAYEON
- Became the official ambassador from the 2025 Fall/Winter collection.
- The "checkered set-up" shown in the campaign visual has become a hot item at the flagship store
- The fresh and cute image overlaps with the brand's worldview, and the impression of "Nayeon = GROVE" is strongly established among Korean fashion fans.
Girls' Generation (Girls' Generation) members
- Wearing GROVE in private and for magazine shoots
- Because of its mature and classical style, it fits in well with idols who have been active for many years.
NewJeans members
- Caught wearing GROVE on SNS and in street snaps
- They love wearing denim and short length tops that go well with the Y2K mood
- Worn by Generation Z idols on a daily basis and supported by fans as a symbol of Y2K fashion.
aespa members
- GROVE is a hot item in daily fashion and airport fashion!
- Casual items such as simple knits and caps are popular
Actress Sohee Han
- Wears GROVE in her private life
- The quiet and calm colors and silhouette go well with Sohee Han's mature atmosphere
Summary: A brand where you can buy the same clothes as the person you admire
- Nayoung (TWICE): The face of the brand as an official ambassador
- Girls' Generation, NewJeans, aespa, Han Sohee: Favorite for everyday and photo shoots
- One of the reasons for the brand's popularity is that it is chosen by celebrities as "simple but gives a sense of presence."
GROVE is not just a trend brand, but real clothes that fit naturally into the daily lives of idols and actresses.
If you are looking for a fashion reference, be sure to check out the latest collection on GROVE's official Instagram or at the flagship store.
An in-depth look at the popular brand leading Korean Y2K fashion: "What is GROVE?
What kind of brand is GROVE?
GROVE, a fashion brand from Seoul, Korea, reinterprets vintage trad styles of the 1960s in a modern way, offering natural and sophisticated designs.
Rather than just standing out with flamboyance and logos, the brand is characterized by creating clothes that "quietly speak fashion. The brand is attracting attention from young Koreans and around the world.
Designer: Park Boram's Philosophy
The brand is led by Park Boram.
She believes in "designing clothes from the good old days so that they can be worn with today's sensibilities. By incorporating classic fabrics and silhouettes with today's fit and length, she creates styles that blend the past with the present.
GROVE's Appeal: Designs that can be layered and enjoyed
Calculated length and fit
GROVE clothes are not "complete on their own," but are rich in designs calculated for layering.
- Camisoles and innerwear that flicker from the shoulders
- Shirts and knits that peek out from the hem
- Tops with a sleek length that do not weigh you down even when layered
These are difficult to coordinate when combined in different brands, but GROVE offers the same lineup, so anyone can complete a natural layered style.
Fusion of Y2K and classic
Another great appeal of Y2K elements such as short tops and thick pants is that they can be combined with classic checks and monotones to create a mature Y2K style that is not too flashy.
Popularity and reputation in Korea
The brand has already penetrated the fashionable areas of Seoul as a standard brand.
- Popular among students and young professionals.
- Vintage-style yet modern" design is a hot topic on SNS.
- Featured in many Korean fashion magazines
The brand was one of the first to catch the Y2K revival wave, and has established a firm position as "Korea's next generation trend brand".
Stores in Korea
GROVE Apgujeong Store
Business hours／11:00 - 21:00
Address/1F, 39, Eonju-ro 164-gil, Gangnam-gu, Seoul, Republic of Korea
Phone number／+82 2-3416-0312
GROVE Hannam Branch
Business hours／11:00~21:00
Address/2F, 66, Hannam-daero 27-gil, Yongsan-gu, Seoul, Republic of Korea
Phone number／+82 2-792-0312
Limited novelty campaign for follow-up and purchase privilege
To celebrate the opening, novelties exclusive to the Harajuku store were prepared.
- Instagram follow & tag → participation in gacha event
- Purchases of ¥15,000 or more: Original Handy Fan
- Purchases of ¥25,000 or more: Original mirror phone case
- Purchase of ¥35,000 or more: Original cap
First-come, first-served basis, so if you want one, we recommend you visit the store as soon as possible.
What I felt when I visited GROVE
As a flagship store, the space was filled with the world view of GROVE, with impressive NAYEON campaign photos on display, and you can experience the "natural beauty" and "fusion of trends" that the brand stands for.
Many casual items such as hats and T-shirts are also available, making them easy to take in. This is a great place for those who like Korean brands as well as those who are looking for new fashions in Harajuku.
Store Development and Expansion into Japan
- Korea: Directly-managed store in Seoul, online sales
- Japan: Opening of flagship store in Harajuku in August 2025 (operated by yutori Yutori Co., Ltd.). Tokyo-exclusive items and novelties have become a hot topic.
- Future expansion: Plans call for expansion to Shinjuku Lumine Est (September 5) and Nagoya Parco (November 1).
The brand has brought new life to Japan's Harajuku fashion scene and has become a must-see for Korean brand lovers.
The flagship store offers a wide range of items from the spring/summer to the fall/winter collections, providing a space to experience the brand's world view.
FAQ
Summary: GROVE embodies the Korean brand x Y2K trend.
- A Korean brand by designer Park Boram.
- Layered items that let you enjoy Y2K fashion in a natural way
- Extremely popular in Korea and expanding in Japan based in Harajuku
- Worn by idols and actresses including TWICE's Nayoung
- Japan operation is run by YUTORI Co.
GROVE is a brand that not only follows trends, but also delivers natural beauty that is loved beyond time. That is GROVE.
The flagship store was a space filled with the world view of GROVE, with NAYEON's campaign photos displayed impressively, allowing customers to experience the "fusion of natural beauty" and "trend" that the brand stands for.
Many casual items such as hats and T-shirts are also available, making them easy to take in. This is a great place for those who like Korean brands as well as those who are looking for new fashion in Harajuku.
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Store Information
- Official Instagram (Japan): grovestore_jp
- Official Instagram:https://www.instagram.com/grovestore_official/
- Official X:https://x.com/grovestore_jp
Store Name: GROVE Harajuku flagship store
Address: 3-18-15 Jingumae, Shibuya-ku, Tokyo
Store URL: https://grvrgrove-jp.com/
Nearest station: 9 min walk from Takeshita Exit of Harajuku Station, 8 min walk from Exit 5 of Meiji-jingumae Station, 7 min walk from Exit A2 of Omotesando Station
Opening Date: 2025-08-23
Weekday Business Hours: 11:00 - 19:00
Holiday Business Hours: 11:00 - 8:00
