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JEKEUN: London-based Menswear Brand with a Unique East Asian Twist between West, founded in 2022 by South Korean designer with Japanese heritage and Chinese background, Je Keun Cho.
Inspired by the vibrant youth culture of East and West from the '90s and 2000s, JEKEUN encapsulates the essence of that time and place where Cho developed his personal identity.
JEKEUN's philosophy is deeply rooted in Cho's interest in nostalgia, exploring how we enjoyed our life and express ourselves without the judgments of others.
It's a delicate interplay between the choices we make and the judgments of others. Emphasising the importance of wearing attire that fosters understanding and positive treatment from others.
Moreover, JEKEUN champions men's liberation and freedom, symbolising a rebellion against societal norms and an exploration of the inherent liberation within each man, creating a unique and captivating style that stands out from the crowd.