London-based Korean contemporary menswear brand Jekeun launch their debut pre-collection for Pre-Fall24, continuing designer Jekeun Cho’s ongoing exploration of the modern male psyche, this season set against the praradox of coming-of-age. 

Vintage child’s school blazers and rugby jerseys are slashed and upcycled set against oversized tailoring, visually captures the spirit of the boy who grows too fast, longing for adulthood whilst trapped in the slow passage of time. 

The idea of time holds a tension for Cho in the season’s philosophy, a two-way lens; moving too slowly in youth we rush to look to the future hopeful and full of potential, whilst in maturity looking back as time slips away with nostalgia and melancholy. Deconstructed shorts upcycled from oversized trousers continue to play with sizing embodying the boy overwhelmed in the world of adults and vice-versa; the man struggling to overcome the inner-child full of nervousness and hesitation.

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