Sustainability lies at the heart of JiyongKim’s eponymous label. A graduate of Central Saint Martins, Kim founded his brand to address the fashion industry's wasteful practices, using clothing as a canvas to spotlight urgent environmental issues. By employing ties and ribbons to manipulate garments, JiyongKim crafts unique, dynamic patterns through prolonged exposure to sunlight, rain, and wind, achieving the brand’s distinctive sun-faded effect. This method of dyeing minimizes the use of chemicals and water. Vintage textiles and hardware are reimagined into fluid, relaxed silhouettes in earthy tones. JiyongKim champions the essence of nature by prioritising slow and sustainable fashion.