PROTOCOL INDEX SS26 YOUTH TO MATURE

Redefining the New Language of Korean Fashion Between Protocol and Rebellion

Emerging from South Korea, PROTOCOL INDEX is a new-generation designer label founded by creative director Augustine Hyeongseok Oh together with co-founder Jude Lee.

The brand was originally known as PROJECT G/R, which began as a design experiment — a platform to explore new visual languages and cultural possibilities within contemporary fashion.

While the Korean fashion industry has rapidly expanded in recent years, many brands have focused heavily on commercial appeal and fast-moving trends. PROTOCOL INDEX, however, takes a different approach.

For the brand, fashion is not merely a product —
it is a medium for culture, ideas, and experimentation.

From PROJECT G/R to PROTOCOL INDEX

In its early stages, PROJECT G/R was not driven by commercial goals.
Instead, Augustine Hyeongseok Oh and Jude Lee were primarily interested in experimenting with form, structure, and new design expressions.

As the brand gradually gained attention internationally, the founders decided to rename the label PROTOCOL INDEX.

The new name reflects a deeper philosophy.
“Protocol” represents structure and rules, while “Index” suggests a system of reinterpretation and reference.

Together, the name embodies the brand’s ongoing exploration:
challenging established rules while creating new ones.

Rebellion as a Creative Force

Within the world of PROTOCOL INDEX, rebellion is not about destruction —
it is about creation.

This perspective is deeply connected to the designers’ experiences living in the United Kingdom, where fashion is rooted in cultural history and subculture rather than purely commercial output.

These experiences inspired the brand to approach fashion as a cultural expression. As a result, PROTOCOL INDEX often blends multiple influences, including:
 • Punk culture
 • Vintage and historical garments
 • Contemporary art and digital culture

Rather than simple references, these elements are reinterpreted through new structures and proportions.

Deconstruction and Reconstruction

At the core of PROTOCOL INDEX lies a design methodology defined by two key concepts:

Deconstruction and Reconstruction.

The brand frequently disassembles elements from vintage garments and traditional clothing structures, then recombines them into new forms through exaggerated proportions and layered constructions.

One of the most iconic examples of this approach is the brand’s 3 Layered Sweatpants.

The design features multiple stacked waistbands, creating the illusion of several pairs of pants merged into one garment. The concept quickly became a signature design language for the brand and a widely discussed piece within the Korean fashion scene.

Interestingly, the idea originated from a simple observation:
the designer once saw a friend wearing multiple pairs of pants at once — a casual moment that later evolved into one of the brand’s most recognizable designs.

A Korean Brand with a Global Vision

Although PROTOCOL INDEX is rooted in Korea, the brand has never limited itself to the domestic market.

Instead, Augustine Hyeongseok Oh and Jude Lee aim to build a label that communicates with a global audience — connecting with individuals who genuinely resonate with the brand’s vision.

Ultimately, their ambition is to create a fashion house with long-term cultural relevance, similar to Comme des Garçons or Yohji Yamamoto.

A brand that goes beyond seasonal trends and continues to shape the cultural conversation of fashion.

在規範與叛逆之間，重寫韓國新世代設計語言

來自韓國的新世代設計師品牌 PROTOCOL INDEX，由創意總監 Augustine Hyeongseok Oh 與共同創辦人 Jude Lee 共同創立。品牌前身為 PROJECT G/R，最初誕生於一個單純的設計實驗計畫——一個探索設計語言與文化可能性的創作平台。

在韓國時裝產業高速發展的背景下，許多品牌以快速的市場反應與高度商業化的產品為導向。然而，PROTOCOL INDEX 卻選擇了一條不同的道路：
將文化思考、設計研究與叛逆精神融入服裝之中。

對品牌而言，時裝並不只是商品，而是一種能夠承載文化與觀點的媒介。

從 PROJECT G/R 到 PROTOCOL INDEX

在品牌早期，PROJECT G/R 並沒有明確的商業目標。
Augustine Hyeongseok Oh 與 Jude Lee 更關注的是如何透過設計探索新的形式與結構。

隨著品牌逐漸受到國際市場關注，他們決定將品牌名稱轉換為 PROTOCOL INDEX。
這個改名象徵著品牌從一個「實驗計畫」走向一個更完整的設計體系。

「Protocol」與「Index」這兩個詞本身也帶有一種矛盾意味——
一方面代表秩序與規則，另一方面則暗示對這些規則的重新定義。

這種 在規範與反叛之間尋找平衡 的概念，也成為品牌的核心精神。

叛逆作為創造的起點

在 PROTOCOL INDEX 的語境中，「叛逆」並不是單純的破壞或反抗，而是一種創造新事物的力量。

這種觀點與設計師在英國的生活經歷密切相關。當時他們深刻感受到，時裝在英國不僅是一種商品，更是一種深植於文化與歷史中的表達形式。

這段經歷也讓他們意識到，設計的真正價值在於 文化與思想的積累。

因此，PROTOCOL INDEX 的作品常常融合多種文化語彙，例如：
 • 龐克文化
 • 古著與歷史服裝
 • 當代藝術與數位文化

這些元素並不是簡單的拼貼，而是透過結構與比例重新詮釋。

解構與重組的設計語言

PROTOCOL INDEX 的設計方法可以概括為兩個關鍵詞：

解構（Deconstruction）與重組（Reconstruction）

品牌經常從既有服裝或古著中拆解元素，再透過比例誇張、層次結構或材料重組，創造出新的服裝形態。

其中最具代表性的設計之一，便是品牌推出的 3 Layered Sweatpants（三層褲頭設計）。
這條長褲以多重褲頭結構構成，彷彿將數條褲子融合為一件服裝，也成為近年韓國時裝圈最具話題性的設計之一。

面向世界的韓國設計品牌

儘管品牌來自韓國，PROTOCOL INDEX 從一開始便沒有將視野局限於本土市場。

Augustine Hyeongseok Oh 與 Jude Lee 更希望建立一個 與全球文化對話的設計品牌，並與真正理解品牌精神的人建立長期連結。

品牌的最終目標，是打造一個具有長久生命力的設計體系——
就像 Comme des Garçons 或 Yohji Yamamoto 一樣。

一個不只是追逐潮流，而是能夠持續影響文化的品牌。