[CEONEWS=Reporter Jo Sung-il] The term "Dongdaemun Fashion," originating from the tradition of crafting military uniforms during the Joseon Dynasty, epitomizes the legacy of "K-Fashion." Layers of success and failure have formed a solid foundation upon which countless legends have been created and faded. Among these, Choi Byung-oh, Chairman of Hyungji Fashion Group, stands out prominently. Starting his fashion business with little more than sheer determination, he grew it into a 1-trillion-won enterprise. Now, over 40 years since its founding in 1982, Chairman Choi is recognized as a key figure in the growth of Korea's textile and fashion industry. Who is Choi Byung-oh?
The Legendary Success of the ‘Green Crocodile’
Do you remember the school uniform brand "Elite" from your school days? Or have you ever worn Esquire shoes? These are brands from Choi Byung-oh's "Fashion Group Hyungji." While the names "Fashion Group Hyungji" or its CEO, Choi Byung-oh, may not sound immediately familiar, his influence has reached deep into our daily lives.
Fashion Group Hyungji, which started in 1982 with a tiny one-square-meter store in Dongdaemun’s Gwangjang Market, has grown into a company owning high-end brands like the women’s clothing lines "Crocodile Ladies," "Olivia Hassler," "Chatelaine," and the French luxury heritage golfwear brand "Castelbajac."
The protagonist of this remarkable story, Chairman Choi Byung-oh, began his journey in the marketplace of Busan after graduating from high school. Starting with small businesses selling paint and operating a bakery, he unexpectedly developed two essential senses. From selling paint, he gained an eye for color, and from baking, he learned that focusing on quality ingredients and affordable prices was key to customer satisfaction.
These lessons shaped his philosophy when he entered the fashion business at Dongdaemun's Gwangjang Market under the sign "Crown Company." His aim was to create clothing that, while simple, would earn customers' trust and satisfaction, inspiring them to return.
As the saying goes, businesses grow by learning from countless trials and errors. Choi also faced his share of challenges but grew stronger through them, gradually achieving success. Among these milestones, one brand gave Choi the wings to soar: "Crocodile Ladies." The clothing, marked by the signature "green crocodile" logo on the left chest, became a symbol of style for women in their 30s to 50s. Representing high-quality, sophisticated design at reasonable prices, this brand not only became a major success story in the industry but also achieved record sales and the widest distribution network as a standalone women’s clothing line.
Betting Big with the Shopping Mall ‘Art Malling’
Buoyed by the success of Crocodile Ladies, Chairman Choi Byung-oh used this achievement as a springboard for further growth, embarking on an ambitious expansion of his fashion business. He launched or acquired a variety of women’s clothing brands, including Chatelaine, Olivia Hassler, Carrisnote, Ragello, and Clémentine. He also expanded into men’s fashion with brands like Yezac and BON, as well as golf apparel with Castelbajac, and school uniforms with Elite. Today, Fashion Group Hyungji has grown into a comprehensive fashion and distribution company boasting 17 brands.
However, even for a seemingly unstoppable leader like Chairman Choi, challenges arose. At one point, mismanagement of promissory notes brought the company to the brink of bankruptcy. He also faced trademark disputes with competitors in the fashion industry.
Yet, these trials served as catalysts for another leap forward. Fashion brands became his magic wand, enabling him to transform setbacks into opportunities. This approach led to the birth of Crocodile Ladies and justified his acquisition of struggling K-Fashion brands in 2012, rescuing them from the brink of collapse and establishing Fashion Group Hyungji as a leading comprehensive fashion company.
Chairman Choi, however, wasn’t content with simply manufacturing clothes. He believed that true success in representing K-Fashion required adding one more element to his vision of a "comprehensive fashion company": distribution.
This belief led to the creation of Art Malling, a lifestyle shopping mall. The company currently operates flagship locations in Busan and Seoul's Janghanpyeong area. Additionally, Chairman Choi has been implementing a strategy of supplying reasonably priced clothing through street-side stores across the country. This approach has shaken the fashion industry, creating significant shifts and keeping competitors on their toes.
"Take Just a Half-Step Further Than Others"
Chairman Choi Byung-oh has a guiding principle that has driven his success: "Take just a half-step further than others."
At first glance, the phrase "half-step"—or rather, "half of a half-step"—catches your attention. It reflects a philosophy that emphasizes attainable and detailed goals, avoiding the pursuit of impractical or overly ambitious targets.
In line with this, Chairman Choi works with the mindset of "Il-geun-cheon-ha-mu-nan-sa" (一勤天下無難事), meaning "With consistent diligence, nothing in the world is insurmountable."
Lately, Chairman Choi has been focusing on the Chinese market. After all, China is the largest fashion market in the world. Observing the interests and discussions of Chinese buyers visiting Fashion Group Hyungji’s exhibition halls has reinforced his confidence in the potential for expanding into women’s clothing and golfwear markets there.
Moreover, recent developments, such as China’s visa exemption for South Koreans and economic stimulus measures, have convinced him that now is the perfect opportunity to seize.
In particular, Chairman Choi views China as the essential bridgehead for Global Hyungji. His focus on Shanghai Elite reflects his belief that Shanghai, with its ongoing enthusiasm for Korean culture, holds tremendous potential for future growth.
Chairman Choi Byung-oh says, “The tumultuous walls of life can be overcome with indomitable will. Never lose your hunger, and never stop challenging and creating. If you dream big and act boldly, your dreams will eventually come closer to reality.”
During his early days as a merchant in Dongdaemun, Choi often rode Seoul Subway Line 2. Passing through Jamsil and Seongsu-dong, he always noticed the largest building in sight—the Esquire Building. Back then, he wondered if he could ever create something as impressive. Years later, not only did he acquire Esquire, but he also became the owner of the very building he once admired with envy.
Indeed, Chairman Choi Byung-oh is a self-made CEO who steadily walked step by step, never forgetting his goal to grow, and ultimately created a legend. As a pioneer of Korean fashion, anticipation builds for the next chapter of the remarkable legacy he will continue to craft.
Copyright ⓒ CEONEWS 무단 전재 및 재배포 금지
본 콘텐츠는 뉴스픽 파트너스에서 공유된 콘텐츠입니다.
