Urbanic's beloved cities and the women who live there.
How do these women, who embody the atmosphere and energy of their respective cities, wear Urbanic? Though they differ in location, age, and taste, they all find joy in expressing Urbanic's style in their own ways. Experience the diverse people and senses of various cities through Urbanic30.
Jooyoung Choi, Seoul
Jooyoung Choi values timeless, meaningful objects over following fleeting trends. Through her curated shop, OCHIV, she introduces handcrafted items and artworks from old European ateliers to Seoul. She, who prefers wearing simple, low-saturation clothes, styled herself in a deep green Boutique Cashmere V-neck Knit and Vibram Chelsea Boots before stepping in front of the camera.
U. Please introduce yourself.
J. I’m Jooyoung Choi @jjywzy, living in Hannam-dong, Seoul with my parents and younger sibling. I run an art object shop called OCHIV.
U. How would you define your style in two words?
J. Simple and Natural. I prefer a look that is simple yet natural, with a gender-neutral feel.
U. Can you introduce your favorite fashion items that you consider your “classics”?
J. Wide pants, neutral-tone knits, and derby shoes. Lately, I’ve been really into classic-style glasses.
U. What are you most interested in these days?
J. Yoga. I’ve always valued living a healthy life, and yoga has become one of my regular habits.
U. What’s the most recent item you purchased?
J. A vintage pinstripe jacket and a gray cable-knit cardigan.
U. Can you share a favorite place you enjoy visiting?
J. I often visit Milan for work, and some of my favorite spots there are Dimore Gallery in the Brera district and a small wine bar called Cru in the Isola neighborhood. In Seoul, I enjoy visiting galleries on weekends, especially Pace Gallery near my home. I also love plants and flowers, so I frequently visit a flower shop called Green Grapheeje on weekends.
U. Is there a movie that has inspired you deeply?
J. There are many movies I love, but if I had to choose one, I’d mention the documentary on Dieter Rams. His philosophy on work not only applies to design but also to the attitude I aim for in life. His “Less but Better” mantra is, I think, a message that resonates across all aspects of life. I was also impressed that the music in the documentary was composed by ambient musician Brian Eno, whom I admire.
U. When did you start taking an interest in leather and objects? Could you tell us the story behind starting OCHIV?
J. My major was Western painting, so I’ve always appreciated the value of handcrafted work and the history behind artistic objects. Rather than chasing trends, I’ve been drawn to things that hold lasting value. As I traveled frequently to Italy for work, I encountered many historic leather products from Florence, and I eventually stumbled upon workshops that had been making leather objects and bags for three generations. That’s how I naturally came to express my personal taste through OCHIV.
U. If you could pick just three items you love having around in your daily life, what would they be? And why?
J. I’d choose an oil lamp I bought during a trip to Berlin, a vintage watch passed down from my mother, and the book *The Architect’s Home*. I’ve always been interested in fragrances, so when I light the oil lamp from a small fragrance shop in Berlin, the patchouli scent fills my home and reminds me of my travels. The vintage watch from my mother is something I wear every day. Since I cherish meaningful objects, it’s special to think that this watch, which is almost 20 years old, is growing older with me. Lastly, *The Architect’s Home* gives me a glimpse into the values and lifestyles of architects through the homes they designed. It’s one of the most inspiring books for me, as I’m deeply interested in spaces.
