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London based menswear brand JEKEUN is informed by my multi-cultural heritage of Korean/Japanese ethnicity and Chinese background where I spent my teenage years until moving to London, interplaying East and Western thought on the self and society. Innovative tailoring and subtle detailing combining youth subcultures informed by East Asia late 90s to early 2000s rebellious teens and English rebelling youths from Punk/Mods subcultures, which is the time and place around the designer's personal identity. Influenced by school boys forged through riding motorbikes, steam out their youth. They are spoiled but never forget to wear their customised school uniforms. Messing out their school uniforms by their individuality- shorten, ripping, doodle etc.
The brand is looking at youth culture where youths stray away from the norms to find their individuality. Imbued with meaning and narrative details. Ahead of trends, designed to inform the direction of travel of contemporary fashion, looking forward to what’s next and new. 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.