99%IS in the Fashion World

Zippers, leather, destruction, and disorder. “That 1% of culture that 99% either hate or pay no attention to” makes up 99% of Bajowoo—the maker of punk brand 99%IS-. Based on underground punk-rock culture, 99%IS– made its debut in the 2012 Tokyo Collection and since its introduction, the brand has captivated audiences in its collaborations with world stars such as Lady Gaga, Chris Brown, and Justin Bieber.
Recently, 99%IS- also worked on joint projects with global brands Mackintosh, George Cox, and Camper, not to mention the brand’s entrance to the internationally renowned fashion editing stores 10 Corso Como, Dover Streer Market, and I.T.
The original studs that are the trademark of 99%IS- were first borne through much research and the weathering of Bajowoo’s hands in hours of trial-and-error. Finally, it is his genuine leather jackets that speak of freedom in creation that newly express the world of punk-rock.
By Kim Bobae and Lee Joo-hyeong

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