Everything We Know About NIEEH, the Brand Rumored To Be Co-Owned by BLACKPINK's Jennie
Many of its products have been sold out since the rumors surfaced online.
With K-pop group BLACKPINK becoming a global phenomenon since its inception in 2016, the influence of its members has been unquestionable. Out of the four girls, Jennie has even birthed the term “Jennie effect,” which refers to when a product sells out within minutes once it’s worn or used by the star. After modeling the LOTTE Air Baked – a bag of potato chips – the company reportedly sold up to ₩2.5 billion KRW (around $2 million USD) worth of the snack. Similarly, Hera‘s “Black” cosmetics line reached sales of 100,000 units in a month after enlisting Jennie as the ambassador.
This time around, the same effect is happening to NIEEH, an emerging fashion label based in Seoul. What fans have been noticing, though, is that the BLACKPINK star seems to be closely affiliated with the brand along with her close friend, singer and former Melody Day member Chahee. Based on numerous clues and hints, many believe NIEEH to be co-owned by the two, leading to a surge in follower count on Instagram (from roughly 34k to 58k over the past week). Most recently, model Irene Kim shared an Instagram Story that might have proved the rumors to be true.
While it is yet to be known whether Jennie and Chahee are really behind NIEEH, here’s everything we know about the label so far.
NIEEH is an up-and-coming brand that offers simple wardrobe essentials.
Founded in 2019, NIEEH “deliver[s] positive energy with [its] timeless items that are resilient to trends.” Offerings include all types of wardrobe staples, including WFH-ready hoodies and sweatpants, plaid pajama trousers, striped shirts and more. As described, most NIEEH products are accessible and versatile, while boasting that modern It-girl aesthetic.
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It has its very own SoundCloud playlist.
The “Music” tab on NIEEH’s website leads to a SoundCloud account, which features playlists filled with tracks by the likes of Men I Trust, Salami Rose Joe Louis and Mndsgn.
Jennie has been spotted wearing NIEEH pieces, along with fellow BLACKPINK members.
Over the past year or so, BLINKs have been quick to notice that all four BLACKPINK members have worn items from NIEEH’s collections. Some of the most popular picks include the brand’s shoulder bags with translucent chain detailing, as well as tie-dye hoodies.
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Other celebrities have also worn designs from the label.
If the rumors are true, it’s no surprise that other K-pop stars have been sporting goods from the label. Red Velvet‘s Seulgi recently shared a video of herself in the snow with the Square Bag, while APRIL‘s Naeun opted for the Envelope Suede Bag. Youngdeuk Kwon, a dancer signed with YG Entertainment, wore a black NIEEH hoodie a few months back.
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Irene Kim’s recent Instagram Story has fans confident that the rumors are true.
Earlier this month, Irene Kim shared a series of Instagram Stories with gifts she received from certain brands. The model uploaded an unboxing video of NIEEH’s handbag along with the caption, “Thank you @jennierubyjane,” which fans quickly caught.
The brand’s name is an important clue, too.
NIEEH, which reads “nee-hee (니히)” in Korean, may potentially be a combination of Jennie’s name along with her close friend Chahee’s. The first three letters of the brand’s name – “NIE” – are a part of “Jennie,” while the latter three are “Chahee” spelled backward.
As of now, there’s no official information surrounding Jennie and Chahee’s involvement with NIEEH. However, we’re watching the label become one of the hottest names on Instagram at the minute. Stay tuned as we learn more about NIEEH.
