Building a fashion brand in Seoul

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Today’s guest is Jonathan Choe (aka JC), founder and creative director of Fffpostalservice (Future Family Friends Postal Service). Since starting the brand in late 2022 in Seoul, Fffpostalservice has built a global cult following and has been seen on K pop stars, rappers, and athletes alike. He also secured retail partners SSENSE, Terminal 27, and Patron of the New, and shows his collections during Paris Fashion Week each season. JC has been a solo founder since day 1 and has yet to raise outside capital. We sat down and discussed how his first attempt was a failure, how he approaches brand storytelling, Korea’s emerging fashion scene, and advice for other fashion brand founders. Side note: JC is my brother! Very proud to have him on The Stanza.

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