Italian luxury brand Herno opened its first standalone menswear store in Korea on the 2nd, on the sixth floor of Shinsegae Department Store's Gangnam branch.
Inspired by the natural landscape of Lesa, the northern Italian town that is home to Herno's headquarters, the new store is a calm, refined space centered on warm wood materials. Reflecting the brand's signature understated aesthetic, the store brings together the full breadth of the men's collection under one roof, from outerwear to knitwear, trousers, denim, tailoring and shirts.
To celebrate the opening, actor Wi Ha-jun visited the store. He wore signature pieces from Herno's FW26 men's collection, pairing a knit-patch down blouson jacket with a lightweight wool-cashmere shirt and corduroy trousers. According to the brand, the soft, cozy textures, subtle mélange effect, the hand of merino wool and cashmere, and wide-wale corduroy come together to create a relaxed silhouette and a polished casual mood.
Anchored by outerwear — the brand's core category — Herno's FW26 men's collection seamlessly links a range of categories including knitwear, trousers, denim, tailoring and shirts to propose a complete wardrobe. The lineup offers a variety of fabrics, silhouettes and styling options tailored to different seasonal moments and lifestyles, from early autumn through the depths of winter.
The collection unfolds along two axes: 'City Layers' and 'Modern Legacy.' 'City Layers' focuses on how the contemporary man dresses as he returns to everyday city life, striking a balance between formal and casual through light, flexible constructions and natural layering. By combining contrasting materials and silhouettes, it reveals a new side of outerwear, while 'The Travel Edit' offers a practical wardrobe designed with movement and travel in mind.
'Modern Legacy' explores a deeper, autumnal take on luxury. Drawing inspiration from the relaxed atmosphere of a golf clubhouse, it harmonizes comfortable silhouettes with precise tailoring, focusing on the inherent texture and quality of premium materials such as wool-cashmere and alpaca-wool checks. Rather than relying on overt embellishment, the line conveys Herno's vision of modern classicism through delicate details and restrained proportions, the brand explained.
To mark the opening of its first standalone menswear store in Korea, Herno is offering a limited number of brand gifts to customers who make a purchase. The FW26 men's collection is available at the store on the sixth floor of Shinsegae Gangnam and through the brand's official online store.
