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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.