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Founders of JKOO, Jin Woo Choi and Yeon Joo Koo

Meet: JKOO

Written by Eleanor Harvey
Published date 09 October 2019

Jinwoo Choi and Yeonjoo Koo both studied BA (Hons) Fashion Design Menswear at Central Saint Martins (CSM); Jinwoo graduated in 2008, and Yeonjoo in 2009. The couple went on to launch their brand, JKOO in 2010. Now based in Seoul, South Korea JKOO is known for blending Korea's renowned street style with traditional Savile Row tailoring and delicate fabrics, and the result is a brand with a sophisticated take on masculine-feminine duality. We spoke to them about their time at CSM, and what is next for JKOO.

Founders of JKOO stood next to each other
Yeon Joo Koo and Jin Woo Choi, founders of JKOO, Image courtesy of Vogue Italia Caption

What were your best memories of studying fashion at Central Saint Martins?

The best memories we hold of studying at Central Sint Martins has to be just being in the moment. The atmosphere can never be forgotten.

What are were the main ‘take-aways’ that you learnt from the Course?

Self-discipline, courage, and ambition

A model in two different outfits from JKOO's AW19 collection
Look from JKOO's AW19 collection Caption

Tell us about your fashion brand – J Koo? What design styles is J Koo known for?

The brand holds its identity — tailoring base with a mood of street culture. Deconstructed tailoring items are one of the iconic designs in J KOO.

You both met at CSM and now work together as a husband and wife team. How do your design styles differ and how do you work together?

Jin does most of the designs, and Yeonjoo is more of a director of the brand. She guides brands direction and balances it out.

A model in two different outfits from JKOO's AW19 collection
Look from JKOO's AW19 collection Caption

J Koo has done a number of collaborations with other companies. Can you tell us about some of these?

Eco denim capsule collection with Lane Crawford, and in October 2019, collaboration with Adidas is expected to launch globally.

What is next for J Koo?

To enter a bigger volume market globally and to continue to grow the brand.

A model in two different outfits from JKOO's SS19 collection
Look from JKOO's SS19 collection Caption

Related links

Follow JKOO on Instagram

See their previous collections on their website

If you want to get in touch with JKOO, you can e-mail them: