Ephemera partners with Seoul accessories brand Hairymask for US launch

New York-based Asian fashion retail platform EPHEMERA announced a U.S. launch partnership with Seoul accessories brand HAIRYMASK. HAIRYMASK will launch online and offline through EPHEMERA’s curated online store and its first pop-up shop, opening in New York in fall 2026.

HAIRYMASK is a Seoul-based accessories brand that uses the texture of hair and the structure of braids as both materials and motifs. Spanning categories from bags and scarves to hair accessories and jewelry, the brand brings its full collection together through a single material language, carving out a distinctive position in Korea’s contemporary accessories market.

The brand’s first North American lineup will include its signature HAIRY SCARF and BRAIDED TOTE BAG, braided hair clips, HAIRY BANGLE, and the SPECIMEN jewelry series, whose name means “specimen.” The curation targets downtown New York consumers, where layered styling that combines scarves, bags, and jewelry is popular.

EPHEMERA operator Lutterts Korea will oversee the partnership’s retail operations, including U.S. customs clearance, inventory management, fulfillment, shipping, and returns. It will also produce U.S.-market content in New York, including a lookbook campaign featuring local models. HAIRYMASK will reach North American consumers without setting up a U.S. entity or hiring local staff.

Zia Oh, EPHEMERA co-founder and brand director, said, “HAIRYMASK is a rare example of a brand built around a material from the ground up. Its perspective—translating the deeply personal texture of hair into objects—needs no explanation, so it resonates just as well in markets where people speak different languages.” She added, “I was also struck by the jewelry line’s name, ‘SPECIMEN.’ I saw it as sharing EPHEMERA’s ethos: the preservation of printed matter that captures cultural moments.”

HAIRYMASK CEO Kim Tae-young said, “From the start, I had consumers beyond Seoul in mind, but the U.S. market presented significant logistical and operational barriers. We decided to partner with EPHEMERA because it gives us a way to focus on our products and design while ensuring the brand is properly introduced locally.”

HAIRYMASK products will be available year-round through EPHEMERA’s online store starting in fall 2026, and will make their offline debut at the New York pop-up shop around the same time. The location and dates will be announced separately. Through EPHEMERA, Lutterts Korea is introducing contemporary brands from Seoul, Tokyo, and Shanghai to the North American market.