Cute, quirky and modern lifestyle goods add whimsy to your everyday tasks. Shin Dong Seok started stationery and lifestyle brand iswas with the idea of "making simple things simpler and fun things even more fun." iswas started in 2004 as a small shop in central Seoul. Today the brand is widely popular and has plans to open more shops in South Korea. YesStyle is an authorized retailer of iswas.