99%IS, (pronounced “99 percent is”), was founded in 2011 by Seoul native Bajowoo, whose real name is Park Jong Woo. With his distinct Joker-like look, the fashion designer focuses on the things that most people look over. “There is that whole 1 percent of culture that most people don’t care about, but to me and my friends, it is our 99 percent,” he previously stated.
This year, Vans held a Custom Culture Workshop hosted by Bajowoo to commemorate the 30th anniversary of expansive Hong Kong retailer I.T. The creative also released branded surgical masks, skeleton-print hoodies and even unveiled a pair of faux fur jackets with graffiti-inspired designs. In May, 99%IS held a pop-up at LA retail shop H.Lorenzo headlined by six bespoke leather jackets. Then earlier this year in Seoul, 99%IS‘s Fall/Winter 2018 collection, dubbed “CHAlleNGE,” pushed the Korean brand’s punk ethos further with plenty of bondage trousers and anarchic graphics.