If you have not occur throughout OHTNYC on TikTok, you have possibly seen American musicians like Keshi and Olivia Rodrigo and Korean superstars like Felix of Stray Young ones and Hyoyeon of Ladies Generation donning the brand’s items. And when a K-pop star wears anything, the entire world desires to wear it as well. 

The aesthetics of South Korean idols have been breaking by to the mainstream for a long time now, and with the help of enormous admirer-operate social media accounts that exist totally to discover models and products and solutions that artists are wearing, it’s much easier than ever to emulate their design. A vital aspect of these seems is, of program, killer jewels, which OHTNYC has lots of.

OHTNYC founder Jinsol Woo still left South Korea to study fashion in New York City, and after graduating from the Vogue Institute of Technologies, labored as an assistant designer at Calvin Klein and Helmut Lang. 

Following a few yrs of teaching in the market, he made the decision to build his very own design house, with a aim on jewellery. Though the model is notably on the rise correct now, the journey to get listed here has not been an straightforward just one. “I started with like 20 pounds, essentially,” Woo tells Teenager Vogue in his NYC studio. “I experienced quite a few sleepless nights performing as a bartender through the nighttime, getting off at 5 a.m. and pouring my coronary heart and blood again into my model in the course of the daytime.”

Like quite a few businesses, OHTNYC took a strike at the start of the pandemic. Woo lost his bartending position, and started out to feel like he was losing direction with his business as very well. “It was at that minute that I decided to get the predicament as an option, and I commenced my social media,” he suggests. It’s safe and sound to say that social platforms basically modified the course of Woo’s brand name — the product or service was there, the information was prepared, all he desired was for individuals to know it existed. So he took advantage of the momentum in the very best means he knew how. “My model was staying acknowledged by a good deal of K-pop stars and stylists, so I was ready to share those exposures on TikTok, much too,” he says. Woo inevitably went viral on TikTok, amassing in excess of 200 thousand followers and 5 million likes. 

Korean idols and Western celebrities have both helped OHTNYC skyrocket to world wide recognizability, and it has viewed growing demand from customers more than the last yr. From time to time, it all even now feels like a desire to the designer himself. “Honestly, I usually hoped that I would see famous people carrying my jewellery, but after I really arrive at them with my perform, it feels just about unbelievable,” Woo shares. 

The most invigorating moment for Woo was seeing Karina of the K-pop team aespa carrying his perform on many events. As a fervent supporter of her design and performance, she was the correct star that he required to be observed in his types. “I was manifesting that,” he admits. The famed girl team continues to love his work — three users have been also donning OHTNYC items throughout their new Coachella set.