Founded in Seoul in 2014, the Korean brand, born from the idea of playing with the traits of two contrasting cultures, launched with a reinterpretation of Scandinavian culture through a Korean perspective. Hence the name, a conjunction of the words "Andersson," a popular Scandinavian last name, and "Bell," representing the traditional Korean temple bell. The thesis, showing something new and inspiring emerges from the interplay of different cultures, proved fruitful and became the brand's red thread. Although not limiting themselves to the Scandinavian, they plan to keep exploring the mix and match of traits belonging to different cultures as seen through their Korean lens.