ROCKET X LUNCH

September 13, 2017
ROCKET X LUNCH



To celebrate London Fashion Week, we’re talking to some of our favourite up-and-coming fashion brands. We talk to up-and-coming South Korean brand ROCKET X LUNCH about the brand’s aesthetics, inspiration and fashion in South Korea…

Why did you start your brand?

Hello, I am ROCKET X LUNCH Creative Director Jinwon Woo. I got the chance to launch the brand by winning a fashion design contest when I was a college student. When I graduated, I started the brand with no experience at all.

What drew you to fashion?

I liked to make things throughout childhood. I was not particularly interested in the field of fashion, but I liked hip-hop music and naturally that led me to an interest in fashion.

What’s your design process like?

I think about a story that might become a theme. Things that were very impressive, but freshly inspired. It can be found in Korean movies from the ’80s, or in altar portrait of Buddha at the Buddhist temples. I actually designed the collection on these topics. Once the topic is determined, I find and organise images and stories. I make an image board with this material and start designing.

Looking at your latest show we can see lots of metallics, textures, layering, colour blocking… What is the biggest trend this season?

The theme of this season (AW17 collection) is ‘DISORDER’. The collection has been disordered with old and futuristic things, contradictory and disagreeable things, luxury and street style. I layered traditional and futuristic materials and put the details into a light reflective material in the camouflage pattern. Colour blocking is the signature design element of the Rocket x Lunch. This season trend is a mix match look of these various elements.

How do you think Rocket x Lunch and Urban Outfitters complement each other?

Urban Outfitters is the most trendy and interesting shop. I visit Urban Outfitters every time I travel to New York for the business to buy vinyl. Rocket X Lunch is a brand that shows a marked individuality based on wearable and trendy designs, which is the same as the direction of Urban Outfitters. I would like to put our distinctive style in Urban Outfitters. At the same time, Rocket x Lunch get a chance to meet the trendy customers of Urban Outfitters.

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What’s the story behind this year’s collection?

When preparing this collection, Korea was in a time of confusion and disorder with political and social issues. Fortunately, with the replacement of the new regime, political issues have been disappearing. In any case, the theme of AW17 collection is ‘The Disorder’ which mirrors the present age of South Korea. Design inspiration came from confusing things in ambiguous boundary such as directly-opposed images, old and futuristic things, being upside down and luxury and street style.

What’s the Korean fashion scene like and how does it inspire you?

Korean people are very sensitive to fashion. People are energetic, active and always eager for something new. Trendy is an essential element in developing a brand in Korea. I try to design more quickly and sensitively.

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In what ways do you think Korean fashion is influencing the London fashion scene this season?

It seems a bit early to say that Korea fashion is influential in London. However, the world has begun to pay attention to Korean fashion, and the movement is small but visible. For example, in October this year, Top 10 brands of Seoul, called 10 Soul, decided to have a pop up store at Selfridges in London. Of course, ROCKET X LUNCH also participates.

What’s next for your brand?

The brand that had been launched by school boy became a collection brand! It’s so exciting! I can say the future is unknown. I just want to keep me entertained as now while I work with Rocket x Lunch in the future as well.

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