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gu_de was founded in Seoul, South Korea in 2016 by Ji Hye Koo, a fashion designer with over 15 years experience in the industry. The label's '70s-inspired "new classic" aesthetic combines understated details with fresh and contemporary silhouettes. Look out for cosy pastel knits, retro co-ordinates and geometric bags in soft hues. Rent and buy gu_de today.
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The Eco-Age brandmark is awarded to MY WARDROBE HQ in recognition of celebrating garment rental, discouraging impulsive shopping and working to reduce its environmental impact through working with responsible couriers and cleaners.
