Fashion: New Cambridge brand brings Korean style

Inspired by her own love of Korean fashion, Cambridge's Siobhan Lam is bringing it to the UK - via new brand Wyn Wear

Travelling in Hong Kong, Japan, South Korea and Canada led to Cambridge-based Siobhan Lam falling in love with fashion. “I am part Chinese and part English with half my family based in Hong Kong. I try to travel there once a year to visit the family and during my trips I realised I was buying more and more Korean fashion,” says Siobhan, the founder of new fashion brand Wyn Wear and a law graduate from the Open University.

“While I was in South Korea I completely fell further in love with the fashion – the quality of the clothing is second to none as are the minimalist designs and the customer service in every store. When I was back in the UK, I struggled to find anything that matched the quality pieces I found there and so I began coming up with ways to bring a slice of South Korea to the UK – that’s essentially how Wyn Wear was born.”

All the clothes are designed and manufactured in Korea – Wyn Wear is not involved in the designing process but presents personally-curated select pieces from a range of designers. “Wyn Wear is what it is because of the quality of our fabrics and designs. The majority of our pieces are made from natural materials such as linen and cotton, so they are durable, luxurious looking and of course have a sustainability factor.” Siobhan makes herself available via her site’s webchat or Instagram DMs to chat to customers about all things sizing, styling or just for a general chat. “This is the level of customer care I received in every shop in Korea and it is something I am extremely passionate about. Another element of Korean shopping we offer is that we give a free face mask (the skin care, sheet mask kind) with every order. In Korea, face masks are given for free in every shop and I just thought it was such a lovely touch.”

Sustainability is important to Siobhan: “It’s an area that I am passionate about and continuously working on. By selling mostly natural fabrics, our clothes are made to last and when they have lived their full life they are biodegradable. I only buy stock in limited quantities ensuring that there is very minimal waste.”

As founder and director of Wyn Wear, Siobhan wears many hats within the business – including modelling the clothes for her website and social media. Future plans include focusing on more gender-neutral designs. “Clothing doesn't need to be gendered. Fashion is for everyone – if you love a piece then you should wear that piece. I hope to expand the range with fashion also from Japanese and Chinese designers that I have my eye on.”

Wyn Wear is at

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