Our Story
With The Heart,
Not The Head.
From the frozen training grounds of the Korean military to a global textile brand. This is the story of Odd Crack.
Philosophy
Hanahreum means
“Timeless Beauty”
Rather than just fleeting moments, we want to create lasting beauty together. We're a small, passionate team, and we're excited to share this journey with those who join us in making beautiful memories.
“Darken Us to Make Value Shine”
“Searching The Essence”
“With The Heart, not The Head”
The People
Team Odd Crack
Yecheon Yie
Founder & Owner
Founded in 2019 through product development, the brand officially launched its first product in 2020. What began with creating products soon expanded into marketing, business strategy, operational systems, and capital management — each carefully studied, tested, and applied firsthand. Growth was never accidental, but the result of deliberate decisions and continuous refinement.
Yutaek Oh
Design & Marketing Lead
Yutaek joined the team in 2024, leading design and marketing while overseeing the technical structure behind the brand. He shapes the visual direction, refines communication strategy, and strengthens the internal systems that support execution. His role bridges creativity and structure — ensuring the brand is not only seen, but built to last.
Timeline
The Journey
2019
2019
May
Origin
Hanahreum began in the Korean military. The journey of our first venture started with a tank driver. After freezing training sessions, an idea began to take shape.
2020
2020
Dec
The First Milestone
The Trophy Shelf, our first product developed during nearly two years of military service, holds a special place in our hearts.
2021
2021
Apr
Odd Crack & Project 21
The day we started conceptualizing Project 21. We became Odd Crack—finding tiny gaps in life and filling them with our own splash of color.
2023
2023
Inside Out
A year dedicated to honing our design skills. We formed a design team, attended architectural expos, and launched our design magazine 'Make a Sign'.
2023
2023
Nov
IJM Partnership
Grateful to have been part of IJM (International Justice Mission), working alongside a team dedicated to upholding justice.
2024
2024
Mar
Global Expansion
Team Odd Crack is gearing up for Australia. Today, we continue 'Filling Cracks, Making Odd.' Extraordinary joy to the world.
Global Network
Trusted Worldwide
5+
Countries
16+
Partners
6
Collections
6+
Years