Outside Seoul, hundreds of garments lie across a fenced field like sunbathers, slowly fading under natural light. This unconventional dyeing method, developed by 35-year-old designer Jiyong Kim, has become the defining signature of his namesake label, JiyongKim. Founded in 2021 while Kim was studying at Central Saint Martins, the brand now sells in 18 stores worldwide and is set to make its international runway debut this week as a guest designer at Pitti Uomo in Florence.
A Global Design Education
Before launching his label, Kim trained at Bunka Fashion College in Tokyo and later worked under designer Virgil Abloh at Louis Vuitton, as well as at Lemaire. That dual grounding in brand-building and craftsmanship now underpins a label built around patience rather than speed, with each garment’s fade pattern shaped entirely by weather rather than chemical dye.
Scarcity as Strategy
JiyongKim deliberately limits production, capping shirt runs around 150 pieces and some jackets below 100 per season, to preserve the individuality of each sun-bleached piece. The brand is selective about where it sells too, working with just one South Korean stockist and a handful of Japanese retailers, while leaning on direct-to-consumer sales through its Seoul flagship. Collaborations with Puma and Kolon Sport have allowed the label to expand reach without compromising its small-batch ethos. Revenue doubled in 2025 and is expected to double again this year, with the brand targeting $5 million in annual sales.
The Pitti Uomo showcase marks a new chapter for Kim, who hopes the platform will open doors across Europe, even floating the idea of a future collection bleached under Florentine sunshine.