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Korean designer duo Steve Jung and Yoni P launched their sister brand, SJYP (the abbreviation of their initials) in Summer 2015 . The duo met while studying in Korea and went on to attend Central Saint Martins before starting their eponymous label in 2007. SJYP signature looks include distressed denim inspired by street culture, feminine shirt dresses, sweatshirts and layering pieces.

The brand has attracted international acclaim for its youth inspired yet commercial balance and currently headlines at Seoul Fashion Week.