EP 10. Getting ready for Fall and Winter
Amecopain Newsletter EP.10
“Getting Ready for Fall and Winter”
Hello, this is Amecopain :)
Only one newsletter has passed, yet it feels like so many things have happened.
We’re now in the midst of August - that time when the scorching summer sun begins to quietly slip away.
#. Kids in uniform
This summer, Amecopain took a break.
I spent time with my children - something I hadn’t done in a while.
During our trip, I dressed them in our newly-made kid-sized uniforms, just to see how they felt - How breathable were the fabrics? Were they comfortable to move in?
And because kids are the most honest and sensitive reviewers, I wanted to hear it from them.
Thankfully, the feedback was all positive!
Even after a long journey, the uniforms stayed neat and tidy.
They didn’t feel stuffy despite the heat, and there wasn’t a strong sweat odor either - a big win!
I realized something too: When the kids wore their regular clothes, they were much harder to spot in a crowd. But in uniform, they stood out - which made our trip much smoother.
I thought to myself, “How lucky I am to be a mom who can make clothes like this for her kids.” And yes, I was genuinely happy.
#. Amecopain’s new production base
Until now, Amecopain has been crafting uniforms through a small sample line - where every piece was made with love and care.
But an opportunity came along, and I decided to take the leap and expand.
It wasn’t an easy decision - I hesitated for a long time.
But in the end, I chose to trust myself once again.
Now we’re preparing to take another step forward.
For the first time, I’m involved in everything
Planning, construction, equipment layout - all from scratch.
It’s both exciting and nerve-racking, and every day feels full and busy.
I’ve been thinking about documenting this journey and turning it into a YouTube series.
Surprisingly, there aren’t many videos out there showing how a factory is built from the ground up! (laughs 😂)
So I’ve decided to record every little detail - to keep track of the process and share it along the way.
#. New colors & Fall/Winter lookbook
The colors for the new season are already confirmed, and new designs are gradually coming together.
There’s so much I want to try, and so many ideas I want to explore - But time and resources are limited, so I’ll take it one step at a time.
We’re also preparing some limited-edition items for fall and winter.
The new color palette is calm and understated, I have a feeling our Korean customers will particularly love it.
As for the lookbook, I want it to include elements of Korean tradition - something rare in the world of uniforms.
After all, Amecopain is a Korean brand.
That identity is something I still hold onto dearly.
I want to incorporate:
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Accessories inspired by traditional Korean knots (maedeup),
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Elegant hanbok-inspired colors,
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The poetic lines of hanok architecture…
There are so many things I want to express.
Last season’s lookbook beautifully captured the sweltering tropical nights of summer. And now I’m excited to see how beautifully we can portray fall and winter.
#. First steps in Marketing — Our first Ad
Working at Amecopain constantly pushes me to try things I’ve never done before.
Even if you have a designated job title, you often end up wearing many hats.
At times, I’m overwhelmed, unsure of how to even begin…
But then I tell myself, “Let’s just try!”
And before I know it, I’ve figured things out and it feels great.
This time, I tried running our very first ad.
For a long time, I hoped that word-of-mouth alone would be enough. That people would discover our quality on their own.
But of course, there are limits to that.
I wanted more people to see Amecopain. Even if just once, even if by accident to know that such a brand exists.
So I cautiously decided to try advertising.
I thought it would be simple. But I had to choose the ad format, create the ad visuals, polish the landing page, and even set everything up myself.
As a complete beginner, I had to look up every single marketing term…
But in the end, I managed to launch the campaign!
Now, I have one more skill under my belt.
It’s just a test run for now,
But I’m checking the reports every day, adjusting and learning as I go.
#. What does “Branding” really mean?
When I started Amecopain, I wanted to build it slowly and lovingly. Not rushing to chase sales, but nurturing it like a child.
Like feeding them the healthiest milk,
Bathing them daily, applying scented lotion with a gentle massage,
Dressing them in the cutest clothes, and singing them to sleep with a kind voice.
I thought, if I raise Amecopain with this kind of care. It will grow up to be kind, proper, and loved by many.
But I’ve come to realize building a business is very different from raising a child 😂
In Korea, the uniform market is saturated with cheap, disposable options.
What we offer something elegant and long-lasting is unfamiliar and not cheap.
Naturally, that makes it harder for people to take notice.
But I believe there are people out there:
Those frustrated by outdated, unflattering uniforms.
Those tired of stiff and uncomfortable clothes that drain the joy from their workdays.
Those who want to look good and feel good at work.
Somewhere out there, they’re waiting to discover Amecopain.
To reach them, we need to brand ourselves better. And yet, I still feel like I’m fumbling my way through it.
I keep hoping for the right marketing partner. Someone who truly understands what we do, and can help the world see it too.
Until then, I’ll keep looking.
Some days, I feel like we’re making steady progress.
Other days, I get impatient and feel like we’re falling behind.
But I also find ideas and encouragement in the small corners of everyday life and that gives me the energy to keep going.
I’m grateful that, despite everything, I’m still enjoying the process.
What surprises will the fall and winter bring?
I hope we’ll have more stories to share with you soon.
Thank you for reading and see you in the next issue!
Enjoy the Best
Written & photographed by Amecopain