FashionBiz | 'Greenest' Launches to Lead the Movement for Sustainable Fashion

A new brand, Greenest, founded by CEO Ha-eun Choi, has officially launched with a mission to popularize sustainable fashion.

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Designed with sustainability and eco-consciousness at the forefront of every stage—from brand operations to product production—Greenest is committed to using sustainable materials in every detail. This includes raw fabrics, shipping boxes, tapes, clothing tags, and more.

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According to the company, many eco-friendly brands suffer from low brand recognition and weak product competitiveness, leading to consumer indifference. Greenest recognized this as a key issue early on and differentiated itself by securing partnerships with high-quality material suppliers. This enables the brand to compete on the same level as established designer labels.

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To achieve this, Greenest directly sources sustainable fabrics and trims from Europe and Japan—materials that are also used by renowned luxury brands. The goal is to maintain premium product quality while keeping costs reasonable.

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Sustainability extends beyond the garments themselves. For instance, the brand uses Forest Stewardship Council (FSC)-certified shipping boxes as part of its environmentally responsible logistics practices.

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At launch, Greenest unveiled its Spring 2023 Collection, offering a diverse lineup including blouses, shirts, and jackets. Each piece is designed with artisanal attention to detail and a classic, elegant silhouette, aiming to celebrate one’s natural beauty and create timeless looks that transcend generations.

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CEO Ha-eun Choi is a graduate of the Fashion Institute of Technology (FIT), one of the world’s leading fashion schools. She majored in Fashion Business Management and graduated summa cum laude. FIT is known for alumni such as the founders of Michael Kors and Calvin Klein, as well as current VPs at Nike and Google.

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Before launching Greenest, Choi gained experience working on global fashion projects through collaborations with major Korean conglomerates, global fashion media, and public institutions. She also honed her fashion sensibility while working at PR agencies handling luxury brands. Greenest’s entire collection is available for viewing and purchase on the brand’s official website. Choi stated, “I believe sustainability is no longer optional in the fashion industry—it’s a necessity. But I often found that eco-conscious designs fell short in aesthetics and quality. I created Greenest to change that perception.” She continued, “Sustainability and sophistication are not mutually exclusive. My goal is to raise awareness and encourage more people to embrace sustainable fashion, ultimately making it the industry standard.”