AJOBYAJO: A Brand Built on Culture
- Daniel D.
- Apr 8
- 2 min read
Updated: Apr 8
Finding a New Path in Korean Streetwear
Nine years ago, AJOBYAJO began with one clear purpose: do things differently. At the time, Korean street fashion was mostly copying what was trending in the U.S. and Europe. But for the founder, fashion wasn’t just about cool clothes. It was about reflecting the culture and environment we live in. That’s why, "streetwear really is a response to the world around us." So instead of "doing things the right way", AJOBYAJO started telling its own stories, rooted in Korean culture and shaped by the present.
Real People, Real Stories
One of the first things that set AJOBYAJO apart was the decision to not use professional models. Instead, the brand looked to the people around them. People who naturally carried the vibe of the season. The goal wasn’t to create a picture-perfect, typical, designer brand; it was to show fashion in a way that felt real and connected. That raw, honest energy is still a big part of the brand today.
The clothes themselves are built for freedom. Oversized fits allow people to layer and style pieces however they want. Once someone puts it on, it becomes theirs. The designer just offers a look, the rest is up to the person wearing it. That’s what makes AJOBYAJO feel so personal and expressive.
Designing with Feeling
A lot of inspiration comes from film and everyday life. Each season starts with a feeling or a message. For example, the 25SS collection was inspired by the movie
Saint Maud, where the main character believes she can save herself and becomes something like a god. That idea sparked a deeper exploration into how people today turn themselves into icons, and how others follow them with almost cult-like energy. The collection turned that concept into a story told through clothes.
When it comes to materials, there are no limits. If something familiar can be made to feel new, or something new can be made to feel familiar, it’s worth exploring. It’s really about keeping things interesting and being open to unexpected ideas.
Staying True and Moving Forward
Of course, staying true to the brand while also evolving isn’t easy. One of the biggest challenges has been keeping that core identity while still offering something fresh every season. There’s also the business side, which means making sure the brand continues to grow. Right now, there are plans to expand outside of Korea, starting with direct moves into China and Japan.
If there’s one piece of advice the founder would give to young designers, it’s this: "your identity has to be strong. You have to express it clearly, turn it into something people can connect with, and know how to sell it. Creativity and business aren’t separate, they need to work together. And the only way that balance works is if your creative vision stays steady.
Lastly, the brand is a reminder to keep life unfamiliar. Try a new coffee shop. Walk a different way home. Watch a movie that makes you uncomfortable. Inspiration doesn’t come from routine. It comes from exploring what you don’t know. That mindset is what drives AJOBYAJO and keeps it pushing forward.
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