HYUN WOOK JO AND THE “REPURPOSE” CONCEPT


The South Korean-Japanese based brand aims at providing its clothes with uniqueness by following the “Repurpose” concept which gives new life to details.





South Korean designer Hyun wook Jo graduated from Bunka Fashion Graduate University (BFGU) and among other things he participated in the “Rakuten Fashion Week Tokyo” 2020 A/W 2021 S/S.


He founded his brand Avizmo Jo in 2018 and then expanded his world creating the global fashion brand De_Caffeine Homme with base in Tokyo and Seoul. The brand was conceived “for people who love coffee, not caffeine” – it offers trendy pieces of clothing that you can freely and easily wear and enjoy just like when drinking decaffeinated coffee and that follow the Neodadaism philosophy, which is against the common aesthetic canons and conventions.



The garments in this brand are entirely made with selected and high quality materials and following the advanced OEM process useful to provide the best design alongside the best quality for every piece. The team always keeps an eye on details turning it into a strong point of the brand.



The concept behind the 2021 F/W and S/S collection by De_Caffeine Homme is “Repurpose”. This means that something is used in a new, different way from its traditional origin, so it is modified or created for other purposes. This focuses on seeing design from a new and different perspective which makes something recognizable also for other purposes than the most common one.






He decided to participate to UFA contest to present and share his innovative idea of fashion.






Article by

Melissa Ambrosetti


Images Provided by

Hyunwook Jo