Lee Seung-woo's company started with a missed fundraising goal that turned into something else entirely. In 2016 as a student at Konkuk University in Seoul, Lee joined a one-year campus venture project to raise money for a firefighter dying of a rare cancer. The team collected discarded turnout coats — the heavy aramid-fiber jackets Korean firefighters wear into burning buildings — and stitched them into bags and key rings. After 12 months, they had a small donation ready for the family. The fam