The Dad-Designed Label Turning Parenthood Into Style

Apricot Studios began with a very ordinary, very universal feeling: the nervous, tender excitement of becoming a parent for the first time. Founded under ARRNN Co., Ltd. and led by a designer-dad, the brand's whole philosophy is summed up in one simple line — "let kids be kids." Instead of over-styled, adult-mimicking fashion, Apricot Studios makes clothes and gear that are soft, practical, and made for real daily life with children. It's become one of Korea's favorite family lifestyle labels precisely because it doesn't try too hard — everything feels effortless, considered, and quietly beautiful.

Four Lines, One Family Wardrobe

• Apricot — the core kidswear line (roughly sizes 90–130cm), full of everyday basics like striped dresses, waffle-cotton sets, checked shorts, and easy shirts in a soft, natural color palette.
• Babycot — the baby line (6–18 months), all seersucker rompers, soft tops, and gentle prints designed for delicate skin.
• Family Life — the brand's most talked-about category, featuring bags and lifestyle goods for the whole family, not just the kids.
• Skinwear arrnn — cozy, breathable indoor wear and loungewear, including popular "tummy-friendly" loungewear sets for babies.

The Bag Every Korean Parent Swears By

Apricot Studios' breakout hit isn't a piece of clothing — it's a bag. The Castanet Backpack, a 2-in-1 insulated diaper bag that converts between tote and backpack, has been reordered over 20 times since its 2023 launch and is widely nicknamed Korea's "national diaper bag." Its combination of cooler-bag insulation, generous storage, and a design plain enough for any parent (or grandparent) to carry has made it a genuine word-of-mouth phenomenon. The brand followed it up with the equally popular Morning Bag and Family Pocket Camper Bag, both designed to carry an entire family's outing essentials.

Price Range

• Kidswear & baby clothing: approx. ₩13,000–₩55,000 (~$10–$40)
• Family bags: approx. ₩32,000–₩99,000 (~$24–$72)

Where to Buy in Seoul

• Seoul Forest House — 40-11 Seoulsup 2-gil, Seongdong-gu, Seoul, 2F (near Seoul Forest Park, in the trendy Seongsu-dong area)
• The Hyundai Seoul House — 108 Yeouidaero, Yeongdeungpo-gu, Seoul, 5F, inside The Hyundai Seoul department store

(Additional stores are located outside Seoul in Pangyo, Cheongju, Daegu, Busan, and Gwangju, mostly inside Hyundai and Shinsegae department stores.)

Website: https://apricotstudios.co.kr/
Instagram: @apricotstudios
Photo: @apricotstudios