There is a boy who used to wait in front of a store for new arrivals before opening time. Now an adult, he has opened 'E-Flick,' a street fashion select shop filled with his favorite brands. And he did so in Daegu, the city where he was born and raised. He even created a Daegu T-shirt that sold out during an "open run." To him, the question of why he chose Daegu is meaningless. It was as natural as breathing. He laughs heartily, saying he didn't have any grandiose goals of contributing to Daegu's development, but ultimately, the path E-Flick is taking is clear: to create a culture that is more "Daegu-like" and to live more "true to oneself."

You are dressed stylishly, befitting someone who runs a street fashion select shop.

This is my usual style. As I entered my mid-30s, I started to prefer comfortable clothes.

The store located in Gyodong has a distinct character. In particular, the music playing in the store blends well with the sound of rain.

This is a playlist I created for the store. You know how the texture of music is important for setting the atmosphere of a space. I wanted to have signature music that could be heard at E-Flick, so I started a project with my friend, DJ Babycool, with the goal of making a mixset once a month. We have created 14 mixsets so far. I uploaded them to SoundCloud because I wanted to share E-Flick's music with others, and I heard that many cafes, hair salons, and bars around Gyodong in Daegu are playing E-Flick mixsets. We are both very proud.

What did you do before opening Eflick?

I worked as a sales associate at the sports brand Nike for three years. I’ve been very interested in clothes since I was in high school. I liked working in a store because I could see or buy new products faster than others. After working there, I opened E-Flick at the age of twenty-eight. At that time, there weren't many fashion select shops in Daegu. Usually, when people hear that I opened a street fashion select shop, they assume I started it because I liked street fashion. Of course, I am interested in street fashion, but I started this because I wanted to create cultural events that could be linked to it. Whenever I visited Seoul, I always made sure to look for pop-up stores or flea markets. So, I vowed that when I opened the store, I would create a place that sells culture along with clothes, not just clothes.

We are organizing various street culture events, such as pop-up stores, collaboration collections, parties, and flea markets. What event have you held recently?

Not long ago, we collaborated with Bullo Makgeolli to host the 'Ssum Makgeolli Festival.' The theme was 'Awesome Moments.' We served makgeolli and jeon to visitors and played music by a DJ to complement the meal. It was a scene where Daegu's hot sunshine blended perfectly with daytime drinking. We are also opening pop-up stores every two or three months in partnership with brands associated with E-Flick. We are scheduled to collaborate with HELLO SUNRISE at the end of July, and we are currently coordinating schedules with SAY TOUCHÉ. In late August, we will be producing t-shirts in collaboration with Daegu FC, and in November, we plan to hold an event in Daegu with D8NE by Peaches in Seongsu. As I talk about it, it seems our schedule for this year is quite packed with events.

I feel that E-Flik is more than just a street fashion select shop; it is a complex cultural space. What is the reason you consistently plan and take on street culture events with such affection for the region of Daegu?

I love everyone playing and mingling together. I love the people enjoying the event, the music filling the venue, and even the hearts exchanged within it. When we open pop-up stores, there are people who wait in line for a long time just to buy products. At makgeolli events, there are those who come to get thoroughly drunk and have a good time. Ultimately, people who want to enjoy their lives in Daegu, where I live, gather at E-Flick. The first customer who visited E-Flick eight years ago was a middle school student, and seeing them recently come back as an adult filled me with deep emotion. Honestly, planning, preparing, and running everything on my own isn't easy, but when I see so many people enjoying the event or read the feedback uploaded on social media, I think, "Ah, this is why I hold these events."

You seem to have an exceptional ability to spot fresh and interesting opportunities. Eplik also handles a diverse range of domestic and international fashion brands. By what criteria do you select brands to bring in and introduce their products?

First, I try to consider harmony. When a new brand joins E-Flik, it is important to ensure that its tone and manner match the other brands already present. Second is scarcity. While most fashion select shops in Daegu are located in Dongseong-ro, we are situated in Gyo-dong. We have differentiated ourselves by featuring brands that can only be found here, so that customers must make a special trip to visit E-Flik in Gyo-dong rather than Dongseong-ro to see them. That is why I always check first to see if the items are already being sold at other select shops. The brands available at E-Flik are rare; they are either not found in other stores or are only available in one or two. Finally, I pay considerable attention to the display. I tend to organize items by brand into sections to make it easier for customers to browse. While large-scale fashion select shops usually categorize clothing by categories such as t-shirts, jackets, and pants, customers visiting E-Flik tend to be curious about where specific brands are located, so I stick to displaying items by brand section.

Is there a special reason why you settled in Gyodong?

We initially started on the fourth floor of a building in Dongseong-ro. We looked for a place with low rent to fit our financial situation at the time. However, as the number of customers increased and we began carrying a variety of brands, we realized we needed a larger space. A close acquaintance who ran a pizza place in Gyodong recommended the location, mentioning that the second floor of their shop was vacant. I liked it because the space was spacious at 40 pyeong (132㎡) and the alley was quiet. Even though Gyodong wasn't as vibrant as it is now in 2019—so it didn't have a high volume of foot traffic or a lively atmosphere—I decided it offered the advantage of maintaining a solid core customer base. Furthermore, when we were on the fourth floor, we mainly held pop-up stores on the rooftop. Since the space was small and outdoors, there were quite a few limitations on event planning, but after moving to Gyodong, we were able to host events unique to E-Flick. As expected, our customer base also became more solid.

When people hear the name E-Flick, many also think of the T-shirts featuring the English spelling of Daegu. Since first introducing the Daegu T-shirt to celebrate its first anniversary in 2016, the brand has continued its streak of selling out by releasing limited editions of the product every year.

Initially, my intention was to give gifts to those I was grateful to, rather than to sell them. I discussed with the director of HARDHITTERS, with whom I have a close relationship, that it would be fun to produce Daegu merchandise for the first anniversary of E-Flick's launch. I made 50 pieces for the customers and rappers who had visited the store and posted them on social media. However, there was quite a lot of demand to sell them. Encouraged by the positive response, I started producing them in earnest. I maintained the design every year while only changing the color of the Daegu typography, until for the third anniversary, I hosted a Daegu design T-shirt contest and offered a prize. I awarded the prize to the winner and released products featuring that design. This year, to celebrate E-Flick's eighth anniversary, I collaborated with artist Kim Se-dong to produce Daegu T-shirts, hats, cups, keyrings, and posters together with HARDHITTERS.

What do you consider most when making Daegu T-shirts every year?

It is said that even if F&B brands launch a wide variety of products, the public ultimately seeks out the originals. The same applies to the Daegu T-shirt. We released several products, but people consistently look for the basic version that was introduced first. That is why we intend to maintain the original form of the Daegu T-shirt, keeping the name 'DAEGU' and the area code '053' as motifs.

You are collaborating with various companies with Daegu T-shirts, right?

I tend to receive direct contact from various companies and brands. For instance, I was reached out by Taegeukdang, a long-standing bakery, and ended up making their staff uniforms. In 2019, I collaborated with the soccer team Daegu FC. Inspired by the team's sky-blue color and its founding year of 2002, we created a limited edition product. It was an event for their supporters. We plan to collaborate again this year to release T-shirts based on the newly changed Daegu FC colors. We also made hats together for their 6th anniversary with Darkr8m Studio, a brand led by rapper Simon Dominic. I also collaborated with LIBILLY, a brand created by rapper Changmo and his friends. Come to think of it, there are quite a few others, such as Foot Locker and Catchball.

I imagine new projects are waiting for you every day. When do you find enjoyment and a sense of fulfillment while running Eflik?

First off, it’s the moment I feel like I’ve become a "successful fan." (Laughs) That happens when I collaborate with a company I like or when an artist visits. I’ve even left rappers’ autographs or traces of their visits on the calendar I keep on a shelf in the store. It’s also when I feel like I’m making the place where I live a little better. In 2019, I formed the charity Cherry Movement with six shops in Daegu; we started it with the hope that the place we live in would become a warmer land than it is now. We operate on a system where the Green Umbrella Children's Foundation covers the production costs, and we donate all the proceeds from the sales of the calendars we create. I heard that the 3.65 million won donated in early 2023 helped warm up the children's cold winter. I plan to make calendars again next year to contribute, however small, to making Daegu a little warmer and the world a better place.

Is there anything you want to achieve in Daegu with E-Flick?

E-Flick is a space that introduces various great brands, but it is also a place where we want to share fun and diverse culture with the citizens of Daegu. Honestly, running a street fashion shop in a provincial area is no easy task in today's fast-paced world. I believe we have been able to continue until now thanks to the people who show interest whenever E-Flick plans and hosts events every year. Just like now, I want to continue producing Daegu merchandise by collaborating with various companies and brands, and I also want to pursue an F&B business. For our 20th anniversary, I dream of acquiring a building where the first floor is a cafe, the second is a shop, the third is an office, and the basement is a warehouse. I also want to host various street culture festivals organized by E-Flick. Collaborating with liquor companies could be seen as a cornerstone for future performances, as I was born and raised in Daegu and plan to continue living here.

Maker's Pick

Top 3 Daegu Goods Made by E-Flick

E-Flick x Catchball Sneakers

A model made from in-house produced camouflage pattern fabric. The E-Flick logo and the English spelling of Daegu are engraved on the sneakers. This is a product created in collaboration with Catchball in the year E-Flick celebrated its 4th anniversary.

E-Flick Daegu T-shirt

The Daegu T-shirt, introduced by Eplik in the year of its first anniversary. It was initially produced as a light gift, but thanks to the enthusiastic response from the citizens of Daegu, it was re-released for sale. It is Eplik's signature product that sells out every year.

It is an Eplik signature product.

Darkroom Studio Daegu Ball Cap

A Daegu cap created in collaboration with Darkroom Studio, famous for rapper Simon Dominic's brand. The Chinese characters '大邱' (Daegu ) are inscribed on the ball cap. It is an impressive hat featuring a strong sense of power conveyed by the Gungseo-style typography.