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ISO has maintained an independent approach to product research and development since its beginning in Korea around 2018 . Creative Director, Jamie Lee, defines the unique characteristics of nature, things, phenomena and culture in 'Gyeoll' perspective, contains non-mixing, sulking, flowing etc, is reflected on ISO's product theme, shape, material and details. When considering 'Gyeoll, ISO's first mission is
how to reveal it effectively, harmoniously and creatively. We enjoy thinking our product in the stream of time. The past, the present and the future. This is because ISO finds creativity from originality, not novelty.
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