SETUP-EXE (셋업이엑스이) is a Seoul women's streetwear label, running since 2017, that reworks punk and rebellion into everyday clothes: crack washes, bondage straps, mesh, cut-outs, short and voluminous shapes. The name is taken from a program installer, and the label also goes by SUEE. "SETUPEXE X MEMI" is a clothing collection it made with her, and it went on sale on 21 September 2026.
In September I wrongly listed SETUPEXE as her second single under DayOneDream, here, on the front page and in the discography.
How it came about
MEMI wore the label through the UK dates in May. On 9 June she posted on Instagram in it, marked as an ad, with the line "new project coming sooon" and a note that something fun was being prepared for the second half of 2026.
The announcement
On 17 September SETUP-EXE posted "SETUPEXE X MEMI, COMING SOON", introducing her as a guitarist and singer-songwriter and tagging her account. The collection was to be released as a MUSINSA EDITION at 11:00 KST on 21 September.
The collection
The launch post on 21 September carried the line "Gotta Keep On Going, Let It All Out". The label describes the collection as built on the freedom and release of being backstage as a 90s rock star, with camouflage patterns and skull graphics carrying both the label's style and hers. She models it herself.
MUSINSA sells it as SUEE X MEMI, exclusive to MUSINSA: six pieces, each in two colours.
| Piece | Colours | Price |
|---|---|---|
| Logo ball cap | Black, camo | ₩56,000 |
| Silhouette raglan top | Purple, pink | ₩78,000 |
| Stripe frill sweatshirt | Black, yellow | ₩132,000 |
| Skull cross short zip-up | Navy, gray | ₩138,000 |
| Suspender short pants | Black, khaki gray | ₩146,000 |
| Cotton carpenter pants | Camo, dark purple | ₩182,000 |
Prices are MUSINSA's list prices at launch, before coupons and sales. The full range is on MUSINSA.
| Date | What happened |
|---|---|
| 9 June | MEMI posts in SETUP-EXE: "new project coming sooon" |
| 17 September | SETUP-EXE announces SETUPEXE X MEMI |
| 21 September, 11:00 KST | Collection on sale at MUSINSA |
| 22 September, 12:00 KST | MUSINSA live broadcast with the label's CEO and director |
From 21 September, orders of collaboration items over 50,000 won came with a limited SETUPEXE × MEMI pin-button set, first come first served, while stock lasts.
The music
Her most recent release is still "BADidea", out on 30 April 2026.