MISCHIEF (MSCHF)

MISCHIEF is a Seoul streetwear label founded in 2010 by directors Seo Ji-eun and Jung Ji-yoon, who first ran the vintage select shop Square Basket. The brand channels 1990s hip-hop and street culture through graphic tees, sweats, denim, outerwear and signature rose motifs, and has built an especially strong womenswear following. It opened an Apgujeong flagship in 2019, launched the MISCHIEF Collective living line in 2021, and marked its 15th anniversary with a 2025 Fall/Winter collection. Collaborators include Casio, Lim Kim and E SENS.