j koo

Founded in 2010 by Central Saint Martins graduates Jinwoo Choi and Yeonjoo Koo, J Koo is a Seoul-based womenswear label born from the duo’s shared background in menswear design. The brand’s signature style is a study in contrasts, blending the precise, traditional techniques of British tailoring with a deconstructed, contemporary street-style edge. This approach results in what the designers call “tailored feminism,” creating pieces that are both sophisticated and playfully avant-garde. J Koo quickly gained international recognition after its launch, earning the Emerging Designer of the Year award from the Council of Fashion Designers of Korea in 2015 and becoming a finalist for the International Woolmark Prize in 2016. The collections are defined by their experimental silhouettes, monochrome-heavy palettes, and innovative use of texture. Through its artful reimagining of classic garments like blazers, trousers, and shirting, J Koo has established itself as a distinctive voice in modern Korean fashion, celebrated for its intellectual yet wearable designs.