JIYONG KIM is the eponymous menswear brand created by South Korean designer Jiyong Kim in 2020. Kim started his study in fashion at Bunka Fashion College in Japan and continued with another bachelor’s degree and a master’s degree at Central Saint Martins. During his studies, he began his career as an assistant designer at Maison Mihara Yasuhiro, Lemaire, and Louis Vuitton under Virgil Abloh. JIYONG KIM aims to suggest an ethical and sustainable shape of fashion with its unique fabric treatment method called ‘Sun-bleach’, which is totally natural and one-of-a-kind, excluding any use of chemicals. With constant practices of bringing a new aesthetic through the collections, the brand aims to contribute to the presentation of fashion sustainability.