In a perfect marriage of 90's denim and K-Pop style, Korean designer duo Steve Joni and Yoni Pai make up SJYP. Prior to what is now known as the Hallyu wave, Korean designers had little to no global support, but as the stars grew and South Korean entertainment started having global reach, so did the country's fashion. Collaborating with big brands such as MAC Cosmetics and The Body Shop, and with friends in global K-Pop icons such as Hyuna, Hyori Lee, as well as Yoona and Tiffany of Girls' Generation, SJYP is well on their way to the path of global success.