The next “it” bag may not be Balenciaga, Chanel or Loewe. As Europe’s legacy labels continue to suffer from the luxury slump, a new coterie of South Korean accessory brands is setting its sights on the American market, most notably: Osoi, Marge Sherwood and Stand Oil.

Capitalizing on the United States’ ongoing infatuation with Korean culture (see: K-pop and K-beauty), these affordable, independent competitors haven’t sacrificed their home country’s penchant for quality. South Korea is now a contender in luxury handbag manufacturing, with its primary supplier, Simone, making up 30% of the U.S. market.

Osoi, Marge Sherwood and Stand Oil may not yet be household names, but they’re already go-to brands for those in the know. Even the celebrity set is catching on: Olivia Rodrigo recently touted Stand Oil’s bestselling Mushy bag; Hailey Bieber is a fan of Marge Sherwood’s Hobo silhouette and Selena Gomez has carried two different Osoi designs.

All three companies were founded in the mid-2010s, a notable period of growth for South Korea’s handbag market. Between 2014 and 2023, the sector grew from ₩2.3 trillion ($1.7 billion) to ₩3.6 trillion ($2.6 billion), peaking in size. In 2025, revenue from the industry is expected to reach $1.5 billion.

“With the global rise of interest in K-fashion, a steady increase in U.S.-based orders and visits to our flagship store in Seoul, we recognized the opportunity for a more active expansion,” Osoi Creative Director Hee Jin Kang said in an email.

Osoi and Marge Sherwood both relied on retailers like Ssense, Matches and Saks Fifth Avenue to usher their labels into the U.S. market, but it was social media exposure that solidified a demand. These days, one can hardly graze the profile of a fashion influencer without spotting at least one Marge Sherwood, Osoi or Stand Oil purse — a boon for brands catering to Gen Z, whose shopping habits are increasingly swayed by platforms like TikTok and Instagram.

“Korean consumers are highly trend-sensitive and quick to adapt, especially in the era of fast-moving content on social media,” Stand Oil’s Head of Marketing, Stella Jo, told Fashionista via email.

This would explain why all three labels have been ahead of the curve when it comes to current trends: Marge Sherwood debuted its Bessette long before Alaïa’s Le Teckel spurred an East-West obsession, while Osoi’s Brocle (pictured below) arrived just in time for the belted bag craze to take off.

Although similarly susceptible to digital influence, American consumers arguably have different priorities than their Korean counterparts — for one, they’re more price sensitive. Dupe culture is the new norm as shoppers seek out cheaper alternatives to popular designer styles. At the same time, however, quality isn’t something they’re willing to sacrifice. Brands like Osoi, Marge Sherwood and Stand Oil offer quality at a mid-range price point that’s affordable when compared to many European and American competitors.

“What especially appeals to U.S. customers is that Korean brands maintain a strong sense of identity while achieving high standards of craftsmanship,” Kang explained.

As for establishing a better sense of brand identity stateside, Osoi, Marge Sherwood and Stand Oil are placing greater importance on in-person experiences. Post-Covid, consumers from both countries are returning to brick-and-mortar stores, which is where pop-ups come in.

Marge Sherwood debuted its first-ever U.S. pop-up in New York (pictured below) last year, and Stand Oil followed suit this spring. For the former, this presented an opportunity to better understand the American customer’s needs; the brand dreamed up two new silhouettes, the Grandma and the City Hobo, in direct response to feedback they received from customers.

“Many people told us they were looking for a versatile bag — something large enough to carry a laptop or iPad, practical enough for daily use, but still stylish enough to take out casually,” Sungeun Um and Soonyoung Kim, Marge Sherwood’s directors, wrote via email.

When Marge Sherwood opened its second New York pop-up in May, the Grandma and the City Hobo were released as in-store exclusives before being made available online. As a result, say Um and Kim, they’ve been particularly popular with shoppers.

Now that 20% of Osoi’s sales come from the U.S., the brand is planning to expand its retail footprint as well: A flagship in either New York or Los Angeles is likely in the cards.

“To us, the U.S. is not just a market, but a space where Osoi’s design philosophy and values can co-exist and flourish,” said Kang.

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