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.
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
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.
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.
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: studiojkoo@gmail.com