Steve J & Yoni P is one of the most popular fashion brands to recently emerge. I met the designers (Steve Jung and Yoni Pai, who are married) seven years ago, when they showed their first runway collection, at Busan Fashion Week, in Korea. At first, they worked independently, in Korea and London (they studied fashion in Seoul and London, respectively), but they soon decided to reunite in Korea, in 2008, to produce their own label.
A major element of Steve J & Yoni P’s brand philosophy involves mixing street-inspired elements with high-fashion details. Steve’s personal hobby—longboarding—has been a recent influence added to the hip-hop and street culture of the brand. Last Tuesday, Steve J & Yoni P teamed with the remarkable lifestyle boutique My Boon to present an exclusive capsule collection named Longboard Collection Collaboration. Below, Steve and Yoni answered questions about the event and the collection.
Here’s the first collaboration with My Boon. How did you prepare for the collection?
Together with My Boon, we wanted to show how longboard culture has become a big trend in fashion. So we showed the flower longboards we produced in collaboration with Longboard Larry (a maker of handmade boards, based in U.S.), socks, and a beanie set produced with My Boon.
Steve J & Yoni P seems passionate about longboard culture. What do you think is the most attractive feature?
When I discovered longboarding, everything changed for me. I met a lot of cool people and felt so fun and free. Now longboarding is a part of our life.
When we met last month, you guys told me you were preparing to mix a business trip to Europe with a longboard contest in the Netherlands. Could you tell me more stories?
Since winning first prize at two longboard contests in Korea, Steve decided to enter the longboard contest called So You Think You Can Longboard Dance?, held in Eindhoven, Netherlands. And we met internationally well-known riders there and had so much fun during the day of the contest. We met the coolest people in the world. And we were so happy that Steve won third place at the contest.
The Fall 2014 Seoul fashion week will be held soon. Will you update us on the newest collection?
Our theme is “Nevertheless Life Goes,” and we will show the camouflage-with-flower patterns. And the other part…please check out our show later!
What do you want to do this spring?
We worked a zillion things in addition to the My Boon collaboration, so we need a break after the fashion week. Dying for some sun and beach!
For more information, visit www.steveyoniworld.com.