The Meaning of Saero

Put simply, Saero (새로), in Korean, means new.

Freshly, newly, for the first time.
Often used to describe something new. 

According to the Naver Korean-English dictionary, Saero is used as an adverb as per below:

In both meanings, there is the essence of a new experience one has never had. A new experience at a cafe or sool (술) joint you serendipitously discovered, or the very first time you witnessed snowfall. Eating or trying something novel, or encountering a change, even something simple like blue skies turning pink at nightfall. 

What is the 'Saero' in Saero Collective's vision?

We aim to bring newness in many different ways.

Firstly, in a world inundated and obsessed with excess - bringing you deliberately minimal style so you are the focus of your fashion. Our pieces are not meant to be the limelight of the wearer. They are minimalist in order to exist harmoniously with you, the wearer; to allow women and their personality, not their clothes, to take center stage.

When you strip away all that is noisy, leaving only the essential, this allows for both self and others to focus purely on what's most meaningful.

Perhaps one of the easiest ways is by describing one of our favourite cafes in Seoul. If you walk into this cafe, it's built on a mountain; everything is monotone, the walls are one colour, the interior is simple and clean. There are huge floor to ceiling windows, overlooking the beautiful landscape of Seoul.

Here, you only focus on 3 things - the coffee, the view, and the conversation.

Saero Collective aims to convey a similar experience, stripping away everything in excess and distracting, to focus only on what matters. Especially today, an aesthetic like Saero's is a breath of fresh air, and if we dare say, bold and confident too. 

We also hope to bring you new stories from Korea each time. Rather than purely focusing on the usual seasonal or commercial approach, our brand releases collections by stories. Each collection is inspired by a certain chapter or experience in Korea, with a clear story to express. 

At Saero Collective, we present new ways of minimalist style.

Be new, made for the bold few.