London-based Korean contemporary menswear brand, Jekeun, recently unveiled their highly anticipated debut pre-collection for Pre-Fall 2024. Designed by Jekeun Cho, this collection delves into the complexities of the modern male psyche, with a particular focus on the paradox of coming-of-age.

Cho’s vision for the Pre-Fall 2024 collection is brought to life through a juxtaposition of vintage child’s school blazers and rugby jerseys, which have been slashed and upcycled against oversized tailoring. This contrast visually captures the essence of a boy who yearns for adulthood while feeling trapped in the slow passage of time.

The concept of time holds a central tension within Cho’s philosophy for this season. It serves as a two-way lens, highlighting the contrasting experiences of youth and maturity. In youth, time often seems to move too slowly, pushing us to eagerly anticipate the future and all its possibilities. However, as we grow older, time slips away, leaving us with a sense of nostalgia and melancholy. This duality is expertly portrayed through deconstructed shorts, upcycled from oversized trousers, symbolizing the overwhelming feeling of being a child in an adult’s world and vice-versa – the struggle of a man trying to overcome his inner-child filled with nervousness and hesitation.

Jekeun’s Pre-Fall 204 Collection encapsulates the universal journey of coming-of-age, beautifully expressed through Cho’s meticulous craftsmanship and thoughtful design. With their unique approach to contemporary menswear, Jekeun continues to redefine the boundaries of fashion and leave a lasting impression in the industry.