The husband-wife team behind SJYP have all but taken over the streets of Seoul - and beyond. Steve Jung and Yoni Pai met as fashion students in Korea, going on to study formally at London’s prestigious Central Saint Martins before launching their first label. SJYP started out as 90’s revival of raw denim dresses and has since gained cult status for their cheeky take on streetwear. Distressed and deconstructed denim is still their bread and butter, supplemented by sporty knits and kitschy outerwear. Inherently youthful, SJYP applies an editor’s eye to their take on trend for an international approachability.

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