J.won is a young and exciting brand specializing in knitwear based in London. Her brand aims to combine varying design principles to bring unique and exciting identity for its customers. The concept is women with neutral adaptability but remain sophisticated, practical yet chic, unique but with a wide appeal. Combining these attributes bring the feeling of exclusivity and power to women who can wear it according to their own fashion preferences. Jiwon, the head designer, believes that knitwear should not just be about comfort but portray style and clear identity for those who wear it. She seeks to bring these themes out by combining colour, collaboration of various techniques and experimentation of combining new and old to ensure that the collection is not just ‘trendy’, but bring a sophisticated feel to knitwear.