Pier & Pierre

Cheongju

Pier & Pierre

'Fie' and 'Fierte'

In Cheongju, there is a space that takes care of both men's daily lives and special moments simultaneously.

Edit Danbee Bae

Write Jihyeon Moon

Photograph Kihun Jung

In Cheongju, there is a space that simultaneously caters to men's daily lives and special moments. It houses the menswear select shop 'Fie ' and the bespoke formal wear specialty shop 'Fierte . ' These two businesses operate separately within the same space. Fierte, meaning "pride" or "confidence" in French, helps men stand tall and confident during the most important moments of their lives. 'Fie,' born from the simpler pronunciation of the French word by removing 'rte,' is a space that elegantly fills the basics of daily life. Like a main persona and a side persona, they possess distinct charms, but together, they encompass a man's entire life. CEO Kim Seon-gi took his first steps in 2018 at a tailor shop in Cheongju. He mastered classic menswear by learning the entire process, from fabrics and cutting to consultations, and later expanded his experience in Seoul. However, driven by a desire to build a brand in Cheongju, the city that nurtured him, he returned to operate Fie and Fierte alongside skilled tailors and marketers. Fierte is CEO Kim's "main persona." He analyzes customers' body types and preferences to create bespoke formal wear that adds a modern sensibility to the classic style. Conversely, Pière is his alter ego. It curates everyday clothing such as shirts, knitwear, pants, and outerwear, focusing on fabrics, finishes, and fit rather than following flashy trends to present garments that remain appealing even after prolonged wear. Although the two stores differ in character, they are naturally connected. Customers who experienced everyday wear at Pière visit Pierrte ahead of their weddings, and customers who had formal wear custom-made return to Pière for their daily wardrobes. Through these experiences connected by clothing, the two spaces grow together and are establishing themselves as a brand that chronicles the lives of men.