The Rise and Rise of Gentle Monster 

What I love the most about them is the out-of-this-wordliness of the interior design their physical stores have.

Tried their sunglasses for the first time because of their Jennie collab and I didn’t expect to be so impressed. They deserve their success for sure

8:37 you do not know how big this K-drama was in Asia as a whole. The memes and OST was everywhere for a whole year. The main actress was already Korea's top billing actress and her role in the drama was exactly that. The sunglasses really speak to her status. Literally every outfit in the show got online articles breaking down each item and the price list. It was the best product placement the brand can ever get.

Gentle monster and Jennie collaboration is still legendary. Jennie is the ultimate insider, PR boxes were gifted to her friends in Korea and US. Jennie also has something that it girls want to copy so I see popular actresses in my country wearing Gentle monster glasses all studded.

so many high end eyewear brands were born from 2010-2011. its honestly really odd since a lot of the founders seem more passion driven rather than caring much about the monopolies of mid-tier eyewear

Thank you for introducing me to Gentle Monster; I had not heard of them before. Their glasses are really creative and unique while still being wearable. I hope they’re able to continue to maintain that brand identity.

this content is so consistent, i find it so fascinating seeing the origins of these brands, keep up the good work.

i bought a pair from the jentle home collection just to support jennie then ended up taking a big liking to their other stuff as well. i saw how insane their boutique designs were and fell in love. worth every penny

I got to know about the brand through Jennie and most of the time I think that the girls promote so many brands just to stay on top in the fashion industry but this brand is beautiful even without having Jennie being linked to it. It has a mesmerizing collection. Not to mention the beautiful/iconic glasses Jimin wore in their concert.

I first heard about them because of Jennie and she constantly wear them. Really creative designs

as someone who doesnt like sunglasses i still think their brand is super cool and this video just added to that ! their history is super interesting. i did find out about them from those pink tinted sunglasses that jimin used to wear a lot in 2019 lol

Their sunglasses are so beautiful, and such a welcome change to the "usual" high end brands like the Italians (Prada, Versace) and the French (Chanel, Dior).

I've been curious about this since I saw the Instagram post from BP's Jennie. Great Video 🙂

So interesting, I remember watching My Love From The Star drama back in 2013 and loved her sunglasses & it was definitely a big part of the drama and her antics haha so its cool to see the impact the kdrama had on the brand. I am also pretty sure I used their frame finder when I was in school for fun haha. I only heard of Gentle Monster in 2019 and have been a fan since! Hopefully I'll get to visit a store soon!

I feel embarrassed that i thought that gentle monster was a brand of sunglasses that jennie "created"... thank you for this very informative video ❤

I agree with you that GM was already poised to be successful without the K-wave. It certainly helped GM, but their uniqueness and business marketing should get more credit.

The YT algorithm has been aggressively recommending this video to me for weeks & now that I've finally sat down to watch it, I have to say that I thoroughly enjoyed it!! Happy to have stumbled onto this channel! Love how well researched & immaculately put together this video is!!!

Gentle Monster is big here - from where i am base. Its sleek design & use of materials is commendable. Give me a Gentle Monster anytime over Luxottica monopoly of designer(s) eyewear

Love their design! Only pain point is the price tag is not so gentle on my wallet haha

We appreciate your hard work and effort. Happy Holidays.

you are honestly the best youtuber i've ever come across. thank you for your hard work!!!!!

I 1st discovered Gentle Monster when I watched Itwon Class. I couldn't get over the glasses the characters were wearing & had to look it up then & there. The price is a bit high, so I treat myself to a pair when I've feel that I've accomplished something big or feel like I have the money to do so 😀.

I walked past their store in Beijing, Sanlitun two weeks ago. I thought it was a weird monster children's store with some new niche fad. hahaha, the only reason it grabbed my attention was that I'm an artist. Glad I watched this random video. Will go in next time.

I will gladly comment on this video to help boost the engagement purely for the fact you pronounced the Korean names/words well. 👏👏 I don't have a penchant for eyewear, so I usually ignore most things to do with sunglasses, but you got me by putting Jimin in the thumbnail lol. I am aware that the brand has previously gifted him a few pairs of custom made sunnies in the past, and honestly it's just more exciting over there now, because most of America feels so dreary in comparison. Even simple additions can have a significant impact (e.g. GM has their cafe brand Nudake). Feeling safe - especially at night - walking the shopping districts in places like Korea and Japan, has really cemented their vibrant nightlife culture as well.

Thanks for the in depth information! Just heard about this brand a few months ago and completely forgot the name until this popped up on my feed 😂 I'm not Asian, but I have an extremely flat nose bridge and cheekbones, so a majority of frames just don't sit on my face right. I'm waiting for some white frames, or a pair of sunglasses with reflective lenses, but I'm planning on trying some sooner or later

imagine ignoring the market of the ‘asian woman’ who has one of the biggest purchasing power in fashion Gentle Monster gave them what they wanted and they got rewarded.

their designs are amazing im literally saving up for a pair now lol

I really thought jennie invented gentle monster 💀😭😭

Incredibly well researched and narrated. Thank you for this video - it was so informative and interesting. Also, I'm really impressed at your pronunciation of Korean words!

jimin x gentle monster customised collection are my fave 😭 they look so good on jimin

Ah love Gentle Monster, its maybe only brand I support wholeheartedly and purchase regularly. Lovely innovators!

Excellent video/info! I have quite a few pairs of sunglasses but my absolute favorites are my GM Her & MyMa.❤

I found your channel while looking for a brand I was not familiar with during shopping and I find all your videos so interesting. I am surprised as a korean myself that your korean pronunciation is impeccable!

thanks for sharing. great insight, I've always loved their out of the box retail concepts.

Beautifully thorough videos. Keep it up

I literally bought these glasses just because Jennie wears them. But not gonna lie, my purchase is worth it.

I just purchased mine this morning. To my surprise, they adjusted the frame on the spot to fit my face. I was like 😎🤩.

I just discovered your channel and your storytelling is really appealing. Thank you for the videos!

They are awesome & I am so proud that his is a Korean brand :)

got a pair of their glasses at the Selfridges counter in London. I’m absolutely obsessed with them. They’re the Nine Parts model! Everyone compliments me on them.

Honestly, smart, bro knew he can make profit by making a hypebeast brand and also capitalising on the crazy Korean celebrity scene, instead of product quality, they built a brand.

I was just shopping for gentle monster glasses last week 😭😭😭

I didn't know the brand and was worried this was a huge expose. I recognized many on thumbnail and was confused at what they had in common 😅

Great video! However, I would like to add more context on the stylist of K-drama You from Another Star using Gentle Monster sunglasses on Jun Ji-hyun (english name Gianna Jun). A TL;DR about Jun Ji-hyun, she rose to stardom because of 2001 Korean romantic comedy movie ‘A Sassy Girl’. She quickly rise to A-list actress status and starred in many CF (commercial film), to the point she was called ‘CF Queen’. She’s one of the most famous Korean actresses in the 2000s, along with Kim Tae-hee (Iris) and Song Hye-kyo (The Glory), to the point Korean people called them ‘Tae-Hye-Ji’ troika. Like many of her fellow A-list actors/actresses, she mainly act in films (her last K-drama before her 2013 comeback is in 1999). K-drama You from Another Star (aired 2013-2014) served as her K-drama comeback, also as returning to her comedic roots (before this she acted in more meaty films). There were 3 things that Jun Ji-hyun did/endorsed in the K-drama were viral in not just Korea, but also another Asian countries like China: Jun Ji-hyun’s character favorite meal chimaek (chicken + soju), a YSL lipstick that I’ve forgotten which shade it is, and those Gentle Monster sunglasses. The K-drama were so popular in China, Jun Ji-hyun also gained a ton of Chinese brand endorsement, to the point that she and her co-star Kim Soo-hyun were invited to a lot of CCP’s top brass informal parties. Gentle Monster’s biggest buyer back then were Chinese people, because of You from Another Star’s extreme popularity in China. Jun Ji-hyun (and her co-star Kim Soo-hyun) remains popular in Korea to this day, with Jun doing mainly films with a K-drama once every 2-3 years (Because of the rise of Korean cable TV’s, more and more A-list actors/actresses that act mainly in films started to go back to K-drama. Even Song Kang-ho, of Parasite fame, starred in an upcoming K-drama). Finally, yes my profile picture is Jun Ji-hyun. Thank you for paying attention to my rambling😊.

binge watching your videos cause I love them

ahhh just got my first pair from the recent release I love them so much and love this video so much ❤

2:26 i was their customer since this. Never knew this brand can succeed like this. Proud but price getting up.

quality wise 100% you’ll love it!

love your content fr! another suggestion is the brand RHUDE!

This is incredible, I really liked the video

I first heard about gentle monster when sm idols were wearing them about 10 years ago.

My mum has a pair and I tried them on and was amazed by the quality

i have their afix model and their ambush collobaration! worth every penny!

your pronunciation of 아파트형 공장 was perfect. kudos

Thanks for pronouncing Korean words correctly. You even used the Kakao map. It seems you have lived in Korea.

omg wait. ray bans f my head up, they’re either too tight on the head but good on the nose or good proportion for the head but doesn’t land on my nose 🫠 i’ll be trying gentle monster for the asian purpose lol how come i’ve never thought about me not being the main audience for the glasses i buyyyy btw, gentle monster just making YG idols their own is such a power move

i just had a huge realization, i think i wanna do fashion as like a career or start a fashion business. i am 17 and i dont know how to sew an dmy parents would kick me out if i don't go to med school.

Great channel!

I stop considering all of Luxottica's brands of sunglasses in 2015. Gentle Monster is huge in Asia compared to all other sunglasses, even the high-end ones. It's more affordable, and quirky but still high quality. In 2018 I bought my first pair of Gentle Monsters in their boutique in Seoul. It was one of the reasons why I went to Seoul and the sunglasses had been with me, ever since. It's still sturdy, good as new, and reliable as the day I bought it.

I love walking into their stores.

Pls make a vid about loewe,jacquemus ,prada and chanel

Someday I’ll be the subject of one of these videos y’all just watch❤

Your pronunciation in all ur videos are out of this world

Gentle monster fit my flat nose bridge, winning!

Loveeeeee the Gangnam location!

Love this frame brand.

I love my Gentle Monster sunglasses!

Got to know abour this brand throgh jimin ,he wore those at multiple events I think. Their designs r really impressive.

If you buy their sunglasses in their offline store, I love that they adjust it to fit your face. I have flat nose, sunglasses always falls down on my face so I’m glad my Gentle Monster fits me perfectly. It is now my favorite pair 🤍

I loveeee your videosss

Like so much dealing in so-called fashion glasses are another instance of reinventing the wheel yet breaking up monopolies can't be disliked......

absolutely terrifying customer experience. Failed to receive return for defective product. Customer service representative Jackie Flores who claims to have no boss above her, is very unprofessional and condescending. She promises to accept return request over the phone and the day later changes her mind because I did not give "heads up" ahead. Anyone at GM reading this should make sure to listen to the recordings of the phone calls and emails that she sent to me and see how unprofessional and rude she is in trying to defend why she is being fickle. Absolutely ridiculous. I loved gentle monster and I was a loyal customer for 10 years. Now I absolutely hate the brand and everyone who works there because they have the most unprofessional team that I have ever encountered in any retail brand. I am sure she will say that she responded according to policy. If that is actually true, this brand should cease to exist giving how terrible their CS is.

when i saw robot donkeys with fur in their store i knew they were the one.

can u do one of blanc and eclair

And another great vid.. 😀

Can you do a video on AREA. That brand is everywhere

Lol there’s an LA store too I think it opened 2018

Couldn't hear the name of the design duo that worked with GM...that you mentioned...sounded like "FABRICA"-can you please clarify?

sick video

now when I watch MLFtS I will think of Gentle Monster

8:38 oooh I watched that drama

Just wondering if I buy GM online, will i be able to switch out the lenses to power lenses at my local eyewear shop? I so want to own a GM but I'm almost blind 😅

They need to make bigger sunglasses for bigger heads. I love them but 99.9% of them don't fit. Please make more 150mm+ glasses!

i was obsessed with their marketing campaigns and dreamed about going to their store and buying a pair. but once i got there i wasn't impressed with their quality. yes there are a few popular designs and creative collabs but other than that it's very basic and overpriced for its quality in my opinion

What model of sunglasses are the ones shown in the thumbnail? Thanks

Do you know about any brand with anonymous designers?

The London store didn’t last long

💗💗💗

So a brand started out of need (or greed) for money not passion, artistry, need to create? Can't support it, won't support it.

Yooo

smaller heads are not a beauty standard in korea. the beauty standard is the same all over the world. koreans just have the biggest heads in the world so our features are not in proportion. my friend gave birth in new zealand, a land with few koreans. the doctor put her perfectly healthy baby in an incubator for he was sure a baby with a head so huge must have serious problems! i have been to 70 countries and we koreans have the biggest flattest faces and heads down period

*Kering Eyewear is King now makers of Gucci, Cartier (don't ask how this happened, Richemont would rather have Kering make their glasses than Luxottica), Balenciaga, YSL etc, Made in Italy or Japan only for high QC. Gentle Monster boutiques, the Associates don't even know what the 3 numbers are on the frame, so I had to take them to school on why they can't find the right size for me: lens width/ bridge width/temple length, for those of you that don't know this, you're welcome, use this to find the best fitting glasses and take care of your eye health. This gentle monster is just a fizzled out buzzword that will fade and go bust, they stand no chance against Kering and Richemont, nice try on disruption, you can't really BK those that have been in business for 100+ years. Gentle monster: RIP, BTW you get what you paid for in life, made in China garbage + sales team that has less product knowledge than you, wanna give it a try? Go to the boutique in South Coast Plaza, you've been warned.* *TL:DR I proved this bias wrong, when I discovered Gentle Monster I loathed them*

cheapest quality ever.

First time here. The audio is terrible, horrible and you should be embarrassed putting such crappy sound up.

I worked in Gentle Monster for a while, and you know more than me about the history lmao