Kang Young Gul works his humble stall at the Dongdaemun Market, a crowded fashion district in Seoul known for its cheap clothing and wannabe designers. But he aspires to become a famous fashion designer one day. He gets the support he needs from Lee Ga Young, a confident young woman who shares his aspirations. Will they be able to go from their humble beginnings and achieve success in the dog-eat-dog world of the fashion industry?
Ga Young is accepted to a fashion school in New York, but the president is unwilling to let her go. The president's daughter throws a party and accidentally starts a fire. Because Ga Young stays at the store she's accused and kicked out, penniless. With nowhere to go she finds Young Gul's shop through an ad and begins to work with him despite not liking his way of copying branded designs.
As Ga Young arrives at the fashion school in New York, she's informed that she rejected her application. Not knowing where else to turn to she calls Young Gul, only to learn that he's nowhere to be found, in fact he was on a ship and there was a riot. To save his life he agrees to help the rioters. Ga Young turns to Jae Hyuk for help to get her scholarship back. Young Gul, by force, comes to the US and is framed for being the mastermind behind the sailors' riot.
Young Gul continues to look for Ga Young and when he finally finds her he asks to stay with her for now. Because of the fact that Young Gul has to lay low, Ga Young finds another apartment. They start making clothes and Young Gul tries to sell them off on the street - and is scouted by a guy named Michael. Ga Young takes Jae Hyuk out to dinner and asks him if he would know anyone at the embassy to try to help Young Gul.
Michael offers to buy Young Gul's talent, and he comes back to his and Ga Young's apartment and sets up a fancy dinner. After Jae Hyuk shows up and leaves police arrive and arrest Young Gul. He's sentenced to a year in prison. Meanwhile Jae Hyuk renews his relationship with Ah Na despite the rocky past the two had. After Young Gul is let out of prison he finds himself still being searched for by the guys he tried to escape from in the first place.
After losing her stuff at Young Gul's work area, Ga Young returns to the place she used to stay at. Ga Young designs and makes her own outfit and presents it to Jae Hyuk. Young Gul begins looking for Ga Young and finds Jae Hyuk dropping her off. When Ga Young enters the factory where she's staying at, he follows her inside and asks her if she really wants to stay there. Not wanting to stay, she follows him. Young Gul meets Ah Na and the two spend some time together.
Jae Hyuk offers to help Ga Young as she asked. He gives them the money to pay off Young Gul's debt to his factory. As Ah Na has failed to show something amazing, Jae Hyuk is hoping to use Ga Young's ideas and give her the credit. Their relationship starts to develop problems as Ah Na starts to get more depressed with the way things are. Not being able to afford the proper materials, Jae Hyuk has Ga Young work at his factory - and assigns Ah Na to be her partner.
Everyone is either asking if Lee Ga Young is with Young Gul or if she has feelings for Jae Hyuk. Jae Hyuk continues to help her, making Ah Na jealous enough to the point of asking Young Gul to take his employee back. Ga Young's outfits are given positive feedback - although Ah Na is the one getting all the credit. Mixed emotions between both leads, Jae Hyuk keeps going to Ga Young, Young Gul keeps going towards Ah Na. Complications arise, forcing Jae Hyuk to make a deal with Young Gul.
Ga Young finally confesses her feelings for Young Gul....to her coworkers. Ah Na convinces Jae Hyuk to sue Ga Young for "stealing" her ideas, and a lawsuit starts to get set in motion. Not wanting Ga Young to be hurt in this, Young Gul goes to Jae Hyuk and tries to strike another deal with him, this time mentioning Michael using his coat in one of his recent fashion shows. In the end, Young Gul and Ga Young send pictures of their designs along with a letter to Michael.
Young Gul gets a call from Michael who requests for him to go to New York. Ga Young and Young Gul pack things up to take with them to New York. In the meantime, Jae Hyuk in his desire to see Ga Young decides to follow them and meet up with her while they're in New York. The relationship between Ah Na and Jae Hyuk begins to turn south.
Ga Young is jealous of Young Gul seeing Ah Na. Jae Hyuk is jealous of Ah Na seeing Young Gul. Jae Hyuk makes a call and stirs up trouble for the factory. Meanwhile he meets up with Ga Young to hand her a "memory" of her first project and to get a new style and to also offer a deal. Young Gul, hating Jae Hyuk, refuses. Madam Jo decides to make a deal as well, and Young Gul takes her up on it despite the resentment Ga Young has for this woman.
Jae Hyuk feels that if he can't have Ga Young, no one should, and threatens to file the lawsuit if she doesn't come to work for him. Business picks up for Young Young Apparel and things are going smoothly, but Ga Young doesn't tell Young Gul what Jae Hyuk said. Young Gul wishes her a happy birthday and makes her a special gift.
Jae Hyuk files a lawsuit against Young Gul claiming that he stole Ah Na's ideas. Ga Young, feeling betrayed, goes to see him and follows him to his house, saying she won't leave until he lifts the lawsuit. Young Gul sees this happening and misunderstands. Jae Hyuk admits he lost this round, and offers to buy up Young Gul's shares for a profit - and for Ga Young being sent to him. Ga Young admits to liking worked at Jae Hyuk's factory.
Jae Hyuk goes to President Jo to buy her shares, and in return she requests that Jung Ah work at his company. Jae Hyuk proceeds to get Young Gul's shares. His company is starting a new competition for the selection of designers called "Fashion King". Ga Young learns that Young Gul sold the brand to Jae Hyuk.
Young Gul sets up a new brand of clothes called GG. He organizes the first fashion show of the brand together with Ah Na. Ga Young and Jae Hyuk are both shocked, and on the way back Ga Young asks to go drink soju. She gets drunk and Jae Hyuk has her sleep at his place, the next morning he finds out that Young Gul is his neighbor - who is surprised to see Ga Young there. Jae Hyuk forces Ah Na to resign. Jae Hyuk invites Ga Young to dinner but Young Gul and Ah Na also show up.
Young Gul had previously asked Jae Hyuk to allow Ga Young to complete her studies in the states. He also has his necklace replaced with diamonds. And he also finds out news about his father from his aunt. Ga Young requests to quit Fashion King but Jae Hyuk refuses it and the two go out for dinner and stroll along the beach. Secretly, Young Gul tries to get Ga Young's factory back from President Jo.
Young Gul and Ga Young meet on the plane ride to New York, coincidentally being placed right next to each other. To add to it, they even find themselves being roomed in the same hotel and right next to each other. They confront each other and open up about their feelings. Jae Hyuk finds out about Ga Young's and Young Gul's relationship and is jealous. Ah Na is disappointed to find that Young Gul's feelings for her aren't what she thought.