History of Gentle Monster in Timeline

Gentle Monster is a South Korean luxury eyewear brand specializing in sunglasses and optical glasses. Founded by Hankook Kim in Seoul in 2011, it has become known for its innovative designs and collaborations.

2011: Gentle Monster Founded

In 2011, Gentle Monster, a South Korean brand specializing in luxury sunglasses and optical glasses, was founded by Hankook Kim in Seoul.

2012: Frame Production Begins

In 2012, serial entrepreneur Jae Wook Oh invested in Gentle Monster, leading to the start of frame production in Daegu and China, due to restrictions on acetate frame production in South Korea.

2013: Exposure Boost via 'My Love From the Star'

In 2013, Korean actress Jun Ji-hyun wore Gentle Monster lenses on 'My Love From the Star', significantly broadening the brand's exposure to a mainstream audience.

2014: Continued Exposure via 'My Love From the Star'

In 2014, Korean actress Jun Ji-hyun continued to wear Gentle Monster lenses on 'My Love From the Star', sustaining the brand's exposure to a mainstream audience.

February 2016: First US Store Opening

In February 2016, Gentle Monster opened its first US store on Grand Street in SoHo, New York City.

August 2016: NYC Flagship Store Experience

From May through August 2016, Gentle Monster's New York City flagship store was transformed into an underwater experience influenced by the French film Le Grand Bleu, created in collaboration with aquarium designer Justin Muir and glass sculptor Ivan Lee Mora.

2016: Collaborations in 2016

In 2016, Gentle Monster collaborated with Danish designer Henrik Vibskov, Hood by Air, and Opening Ceremony.

February 2017: Collaboration with Tilda Swinton

In February 2017, Tilda Swinton collaborated with Gentle Monster to design three sunglasses and appeared in an ad campaign video.

September 2017: Investment from LVMH

In September 2017, LVMH, a French luxury goods conglomerate, invested $60 million for a 7% stake in Gentle Monster.

October 2017: Second US Store Opening

In October 2017, Gentle Monster opened its second US store in downtown Los Angeles.

2017: Collaborations in 2017

In 2017, Gentle Monster collaborated with Dutch furniture designer Marcel Wanders, the founder of Moooi.

April 2018: Global Store Expansion

As of April 2018, Gentle Monster had expanded to 41 directly operated stores worldwide, with locations in Australia, Japan, South Korea, China, Taiwan, Hong Kong, Singapore, Thailand, Malaysia, Philippines, the United Arab Emirates, the United Kingdom, and the United States.

2018: Collaboration with Song Mino

In 2018, Gentle Monster collaborated with South Korean rapper Song Mino of Winner on an exhibition called Burning Planet.

2019: Collaboration with Huawei

In 2019, Gentle Monster collaborated with the Chinese technology company Huawei to release smartglasses.

2020: Collaborations with Jennie Kim and Kris Wu

In 2020, Gentle Monster collaborated with Jennie Kim of Blackpink to release the Jentle Home collection, and with Kris Wu for the Gentle Wu collection.

February 2021: Opening of Haus Dosan

In February 2021, Gentle Monster introduced Haus Dosan, a new retail space presenting the brand's direction. Haus Dosan also featured the cosmetics brand Tamburins and a dessert cafe called Nudake.

2022: Second Collection with Jennie Kim

In 2022, Gentle Monster released a second collection with Jennie Kim called the Jentle Garden collection. To promote this collaboration, a mobile game was developed and pop-up stores were opened in Seoul, Los Angeles, Hong Kong, Singapore, and Shanghai.

2023: Collaboration with Cai Xukun

In 2023, Gentle Monster collaborated with Chinese singer Cai Xukun to release his Crystal Clear collection. An event app was developed for the collaboration, available in multiple regions.

2024: Collaborations with Maison Margiela, Jennie Kim and Tekken 8

In 2024, Gentle Monster collaborated with Maison Margiela on the "2024 Maison Margiela x Gentle Monster" collection, released a third collaboration with Jennie Kim titled "Jentle Salon" and collaborated with the video game Tekken 8, launching the "Gentle Monster x Tekken 8" collection inspired by characters from the game.