O que é a 99%IS-? A etiqueta punk de rua nascida em Seul de Bajowoo
What is 99%IS-? 99%IS- is the rock-leaning street label of Seoul-born Korean designer Bajowoo, launched for Autumn/Winter 2012 after he moved his base to Tokyo. Leather, original studs, and a refined punk attitude define the early identity. This explainer covers the brand for shoppers mapping Korean designers across Seoul and Tokyo.
Cover photo: Imani Bahati — Man wearing a black jacket on the street — CC0. Also on Wikimedia Commons. Resized for web. Black-jacket street mood for punk/leather lane; not a 99%IS- product or lookbook shot.
99%IS- crosses the Korea–Japan street map described more broadly in our Asian Streetwear Guide.
Bajowoo: Seoul, 1984
The official 99%IS- We Are page introduces a Korean designer, Bajowoo, from Seoul. The brand develops products that let a rock background meet refined street style. From the first collection he made real leather items with original studs and parts, using a personal point of view that drew attention.
The same page’s designer bio says Bajowoo was born in Seoul in 1984 and began studying at ESMOD Korea in 2003. After graduating, he created his own brand, described there as Korea’s first official “punk brand,” and designed garments and artwork for rock bands. Visits to underground punk scenes in cities such as London, Paris, Tokyo, and Bangkok built the backbone of his work.
Tokyo Base and the 2012 Launch
Official bio continues: in 2008 he moved his label to Tokyo, entered Dressmaker Fashion School in 2010, and graduated in 2014. In his second school year he officially launched 99%IS- for Autumn/Winter 2012. The brand then made its runway debut at Mercedes-Benz Fashion Week Tokyo for Spring/Summer 2014.
That timeline matters for classification. The designer’s origin is Seoul and Korean training; the named 99%IS- project and Tokyo Fashion Week debut happen after the Tokyo move. For an Asian streetwear map, it is a Korean-founder story that lives in Tokyo’s runway and leather-goods conversation.
Leather, Studs, and Stage Visibility
Official English copy stresses leather and original studs from the first collection. It also lists collaborations with Mackintosh, Comme des Garçons, George Cox, Underground, and more. The page notes stage and private wear by artists including Lady Gaga, Chris Brown, Justin Bieber, Miguel, and BIGBANG. Treat those as brand-stated visibility notes, not a full endorsement encyclopedia.
The through-line is punk hardware translated into wearable street-mode clothes rather than costume-only club gear. That is why the label shows up in both fashion-week coverage and musician wardrobe chatter.
Why 99%IS- Matters for Asian Streetwear Shoppers
99%IS- adds a rock-leather lane to Korean fashion stories that are otherwise dominated by logo streetwear or clean contemporary minimalism. It also shows how Seoul-born designers sometimes build the next chapter in Tokyo while keeping a Korean origin story up front.
For more reading, see the Asian Streetwear Guide and What Is Streetwear? 15 Streetwear Outfit Ideas.
FAQ
What is 99%IS-?
99%IS- is the label of Seoul-born Korean designer Bajowoo. Official copy describes refined street style with a rock taste, leather, and original stud work, launched for Autumn/Winter 2012.
Who is Bajowoo?
Official bio: born Seoul 1984; studied at ESMOD Korea from 2003; built early punk-brand work in Korea; moved to Tokyo in 2008; later studied at Dressmaker Fashion School (2010–2014).
When was 99%IS- launched?
Official We Are page: launched during Autumn/Winter 2012 while Bajowoo was in his second year at Dressmaker Fashion School, with a Mercedes-Benz Fashion Week Tokyo runway debut for Spring/Summer 2014.
Is 99%IS- a Korean or Japanese brand?
The designer is Korean from Seoul; the 99%IS- launch and Tokyo Fashion Week debut happened after he moved his base to Tokyo in 2008. This article treats it as a Seoul-born Korean designer label operating in the Tokyo scene.
What defines the look?
Official copy emphasizes rock-background street style, real leather, and original studs from the first collection, plus collaborations with names such as Mackintosh, Comme des Garçons, and George Cox.