Designer Seol Dong Kyung's brainchild Soneed takes its cue from fashionable young women who want a seamless transformation from work sophistication to casual chic in one go. This Korea-based brand, established in 1998, is among the noteworthy players in the local fashion arena. Soneed has been recognized by the Korean Society of Clothing and Textiles (KSCT), and is a favorite in fashion design competitions. Aside from its 15 stores in South Korea, Soneed is also a roaring success on the Internet.