The eponymous label, SJYP was founded in 2014 by husband and wife Steve J. and Yoni P. Winning over actresses and K-pop stars through basics updated with of-the-moment touches of youth culture they won the Coolest Brand in London, Milan, and Paris showrooms in July of 2014. SJYP balances high-end stylishly modern casualwear with a 90s-influenced denim collection.
