J KOO was established in London, February 2010. The name of the brand derives from the initials of the two head designers Jinwoo Choi and Yeonjoo Koo.

Both designers studied menswear at Central Saint Martins where they gained insight to traditional British men’s tailoring techniques. The duo has incorporated their knowledge of menswear to establish a unique womenswear brand which mirrors the traditional tailoring techniques of menswear to create a classic yet contemporary look.