Walking Lightly, Thinking Deeply — Greenbliss, Playful yet Steadfast

Walking Lightly, Thinking Deeply — Greenbliss, Playful Yet Steadfast

If the word ‘sustainability’ has always felt heavy and distant, try slipping on a pair of Greenbliss socks made from organic cotton. Messages about protecting the environment and animals are tucked into charming, adorable illustrations.

Interviewee Ryu Sinwoo, Founder of Greenbliss
Interviewer Ryu Sunwoo

Could you briefly introduce Greenbliss?
We’re a brand that makes pretty, comfortable socks, clothing, and towels from plant-based organic materials, working to minimize our impact on the environment while conveying the importance of nature and animals.

I heard that an experience during a long trip became the catalyst for making eco-friendly socks. Could you tell us more specifically what that experience was?
About 14 years ago, I went abroad for a few weeks to research the market for a fruit dessert business I was planning. I ended up staying longer than planned, and I ran out of socks. Washing them felt like too much of a hassle, so I went to a local market and bought the cheapest socks I could find. Back then, I thought that while it was worth buying good clothes, socks weren’t really visible, so there was no need to spend money on quality ones. But after walking around for long stretches, I noticed the new socks didn’t absorb sweat properly and felt slippery. That was the first time I realized socks deserved to be good quality too. One morning after returning from the trip, I opened my sock drawer to get ready for work, and out of dozens of pairs, there wasn’t a single one I actually wanted to wear. Realizing that none of them had both good quality and a design I liked, I decided I’d have to make them myself. That’s how I changed the direction of my business.

I understand Greenbliss socks are made only with organic cotton. Why did you choose organic cotton over synthetic fibers?
While studying sock materials, I learned that cotton was the main fabric used. But even though cotton cultivation accounts for only about 2 percent of the world’s farmland, it’s a major issue due to the excessive use of pesticides and insecticides. While wondering if there was a better alternative to conventional cotton, I discovered that cotton grown through organic farming methods existed. Of course, organic cotton costs more and takes longer to produce. I anticipated a number of challenges in the manufacturing process, but since it causes less harm to the environment, animals, and human skin, I ultimately decided to use organic cotton.

Where do you usually draw inspiration for your product designs, and how long does it take to bring a single pair of socks to life?
I mostly draw inspiration from everyday life. Just as we once incorporated various elements of Jeju into our sock designs, since last year we’ve been applying designs inspired by different cities around the world. Honestly, I sometimes feel pressure to keep coming up with new ideas. Once a design draft is finalized, it takes about three weeks to make a sample and around two months for full production. Sometimes, after making the sample, it doesn’t look as good as expected, and the launch gets scrapped. Because Greenbliss socks use organic cotton, production takes longer than with regular socks.

While running the brand, what topic have you considered most important and thought about the most?
We try to weave the importance of nature and animals into our product designs, but I sometimes worry that this message might feel too heavy or serious to consumers. If the message is too strong or too direct, it can actually create resistance instead.

You’ve steadily carried out environmental and animal protection activities through various projects. Is there a project or moment that stands out to you?
Greenbliss runs environmental and animal protection campaigns about twice a year, donating a portion of the sales proceeds to appropriate organizations. The most memorable moment for me is hearing from someone who bought a product simply because it was pretty, and then, after encountering the message behind it, naturally became interested in the environment and animals. That made me really happy.

What charm have you found in Seonheul-ri, Jeju, while running your showroom there? Are there any walking routes or nearby spots you’d recommend to visitors?
Near the showroom there are great walking routes like Dongbaek Dongsan and Geomun Oreum, along with plenty of good restaurants and cafés. That’s actually part of why we settled in Seonheul. I realized that to run the showroom well, it’s important to coexist with the local shops and help make Seonheul-ri a livelier place, so we’re currently making a map postcard of the village. We plan to use it to show travelers staying in the area places worth visiting nearby.

Is there any project you’re currently working on that you can share with us?
There’s a lovely outdoor space next to the showroom, and this year, to mark Greenbliss’s 12th anniversary, I wanted to hold an event there, but we weren’t able to make it happen. I hope that next year we can invite a musician we love and throw a wonderful event to celebrate our 13th anniversary.

Lastly, what future does Greenbliss dream of?
Greenbliss dreams of becoming humanity’s last brand. We’ll keep making products that cause less harm to nature and animals.