#Japan #Tokyo #WARMGREY TAIL #Bunny Bunny #Kim Hangol

Discovering WARMGREY TAIL: A Korean Brand at Isetan

WARMGREY TAIL, a unique Korean brand, will showcase its artistic flair at a pop-up store in Isetan, Shinjuku, from August 13 to August 19. This article delves into the inspiration behind the brand during an exclusive interview with the creators, illustrator Kim Hangol and art director Lee Hyona. Together, they discussed how their art transforms everyday products into beloved creations, unveiling their philosophy and vision for the Japanese market.

The Story Behind the Name

In our conversation, Kim revealed the inspiration behind the name “WARMGREY TAIL,” which comes from two cats they lived with for 20 years, both having grey tails. This connection to their pets serves as a testament to the warmth and sentimentality found within their creations.

The Philosophy of 'Line-less Art'

When asked about their 'line-less art' philosophy, Lee explained that while it may seem like they avoid lines, their intention is to capture texture without excessive detail. This approach emerged during the brand's inception, where they aimed for simplicity that could be applied across various materials, from paper to ceramics.

Collaboration as a Couple

Married for over two decades, the couple shares roles naturally within their business. Kim creates all the illustrations, while Lee, with her background in advertising, focuses on branding and marketing. Their collaborative process is fluid, often blending work discussions into daily life, which enhances their synergy as a creative team.

Captivating the Japanese Market

Despite not actively marketing their brand in Japan, WARMGREY TAIL has gained recognition, especially since orders surged from Japan in 2024. The couple expressed their surprise and joy at discovering the interest from Japanese customers, emphasizing their gratitude for the unexpected support.

A Unique Popup Experience

Lee referred to the Isetan pop-up as a 'small exhibition' rather than a typical marketplace. The essence of their brand lies in the fact that every product begins with Kim’s illustrations. They encourage Japanese customers to visit and experience the art behind the everyday items.

Nature as an Inspiration

Both creators draw inspiration from the beauty of nature despite living in urban settings. Kim aims to share a sense of appreciation for the natural world through their artwork, offering a piece of tranquility for those living in cities.

Introducing Bunny Bunny

The beloved character 'Bunny Bunny' was born out of a desire to capture the essence of a rabbit's playful nature. Kim's sketches enabled them to refine the character's traits, leading to the creation of the newly featured handkerchief, specifically designed for the Japanese market, reflecting their customers' preferences for smaller and more portable items.

Success with Collaborations

The couple shared their disbelief when their plush key chains of 'Haggy Bear' sold out in a day at a local Starbucks. This success encouraged them to explore new ventures and broaden their horizons.

When WARMGREY TAIL products were introduced at the MoMA Design Store, it marked a pivotal moment for the brand. The couple was overwhelmed by the positive responses they received following the announcement, solidifying their aspirations moving forward.

Workflow Behind Their Art

Their workflow begins with selecting the product concept and evaluating how illustrations can enhance its value. The team meticulously considers the best materials, sizes, and production methods, ensuring the final creation resonates with their brand ethos.

Commitment to Sustainability

To uphold sustainable practices, WARMGREY TAIL places significant emphasis on using single materials for packaging to simplify recycling processes. While they strive to incorporate eco-friendly materials into their products, the limited options remain a challenge. Nevertheless, their objective is to create long-lasting items that avoid waste.

Future Aspirations in Japan

Kim and Lee expressed their eagerness to interact with their Japanese customers, who frequently surprise them with their knowledge of the brand. They are open to suggestions for products from their Japanese audience. By encouraging feedback through social media, they hope to shape new offerings based on customer desires.

Final Thoughts

Our brief time in the WARMGREY TAIL atelier revealed the warmth embedded in each piece. The Isetan pop-up promises to be a blend of art and commerce, offering fans a rare opportunity to connect with the brand's charm in person. With limited edition items and a welcoming environment, attendees can experience this unique artistic journey firsthand.

WARMGREY TAIL Pop-up Store Details

Venue: Isetan Shinjuku
Location: 2nd Floor, East Park / Promotion area
Address: 3-14-1 Shinjuku, Shinjuku-ku, Tokyo, 160-0022
Dates: August 13 (Wed) - August 19 (Tue), 2025

Limited Edition Products

Exclusive stickers and novelties will be available during this event. Don’t miss your chance to experience the artistic essence of WARMGREY TAIL!

Find out more:
Website: WARMGREY TAIL
Instagram: @warmgreytail
Email: [email protected]