Last week went to Paris for Fashion Week and stopped by the JiyongKim showroom.
The space sat slightly aside from the usual rush. Brands came and went. A few familiar faces passed through. Then one detail that caught the eye was a jacket hung alone on the wall. Faded fabric. Subtle discoloration. Surfaces shaped by time rather than trend. The piece felt lived in before being worn.
It's sun bleaching, a technique central to JiyongKim’s work. Fabric sits under natural light for months. Color fades unevenly. Weather, heat, and material react in different ways. No result repeats. Each print ends up distinct.
JiyongKim works with time, nature, and chance. The new sneaker collaboration with Puma brings this philosophy into footwear. The project does not chase perfection. It focuses on difference, wear, and individuality.
The sneaker design develops a printing technique inspired by the sun-bleach aesthetic on carrying forward the message of that every piece is unique.
The base model comes from Puma’s archive. JiyongKim reshapes it through texture and layering. The upper mixes soft fabric with more industrial plastic elements. The sole carries varied surfaces and grips. A reversible tongue allows two styling options. Even the sizing invites play, offering flexibility rather than fixity.
During the visit, the JiyongKim team speaks about balance. “We focus on everything. The aesthetic, the fit, the patterns, the draping. When you wear the clothes, they need to feel right on the body.” They explain how craftsmanship and design language move together, not separately. Comfort, quality, and story share equal weight in his work.
Asked about working with a global sportswear brand, they stay clear. “The process is similar. We do many samples. We sketch a lot. We go back and forth until we reach the point we want.” Scale changes timing, not intention. “Even if it’s Puma, it’s still JiyongKim. That’s what we aim for every collaboration.”
Imperfection sits at the core of the project. JiyongKim reframes the word. “We don’t see it as imperfection. We see it as one of a kind.” He shows old books collected during his student years. Mold, fading, and stains become references. “Something people pass by or throw away. We give it a new value.” The JiyongKim team sums it up simply. “From valueless to worthy.”
This thinking shapes the sneaker. Each pair carries unique fading. Each buyer receives a different version. “It’s only for you,” they say. Nature remains the main partner. “Sun, time, weather. That’s the biggest collaboration.”
At the showroom we also met Haseeb Azizi, Global Lead Partnership Management Select at Puma. The collaboration highlights how a global sportswear brand engages with a brand whose process relies on time, nature, and variation. We asked him about the journey with JiyongKim, he said, “working with JiyongKim has been an incredible journey. When our Korean team introduced us to them we knew that he could push the envelope to what our iconic VS1 silhouette could become. This is just the beginning!”
The visit leaves a clear impression. The sneaker feels quiet yet deliberate. It avoids noise. It invites use. It rewards attention. The collaboration shows how patience, craftsmanship, and process still matter in footwear. Paris provides the setting. The studio provides the meaning. The shoe carries both forward.
Alessandro Bello
Curious mind based in Amsterdam, passionate about the fashion business and emerging trends. Always exploring how the industry evolves and shapes the future.
@alessandro.bello1