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Jekeun AW24:Takes inspiration from 'Stray Dog‘

by Maja Bebber

London based Korean menswear brand Jekeun is back with their fourth collection with designer and creative director Jekeun Cho taking inspiration from Japanese photographer Daido Moriyama‘s 1971 work „Stray Dog.“

The collection is shot by photographer Joseph Delaney and styled by Matt King. The scene portrays imperfect photographs of imperfect people in an imperfect society. For Cho, no other work embodies his own contemplation on the human psyche more wholly than Moriyama’s 1971 Stray Dog. The Stray Dog becomes a metaphor for Jekeun’s rebel teens, caught in erratic and hurried change between past and unwritten future – apprehensive and insecure as they push back against convention searching for identity. The idea of masks and costumes we all wear as we transition through society is a recurring theme in Cho’s work, and this collection views the young rebel in uniform, altering details and making it their own, but never doing away with it completely, through this lens.

Jekeun creates original textiles through experimental silk printing techniques and graphics inspired by motorbike parts and chains. Deadstock and upcycled school uniforms, a high-offending category due to the estimated 1.4million disposed of each year in the UK alone, bring authenticity and sustainable credibility to the collection, realised in cooperation with Marton Mills, the UK’s biggest school uniform mill. Jekeun continues their collaboration with CC-Steding on jewellery and accessories this season, including necklaces, bracelets, keyrings, tie holders and boot covers, constructed from upcycled motorcycle parts and bike chains elevated through fine silver.

The brand’s philosophy is informed by Cho’s interest in psychology, specifically how we reconcile our internal self with the person we present to the world. The choices we make daily on what to wear extend beyond our wardrobes – using an arsenal of clothes, masks, actions and behaviours we dress up for the world around us as the people we think we should be. In an interplay between the choices we make, and the judgments of others – we wear what people can understand in order to be treated well.

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