It all started about a year ago, when Peggy Gou, according to Fader the most beloved DJ on the planet, after a performance during the Mytheresa x OFF-WHITE event met the bosses of New Guards Group. The Italian duo, already a manufacturer of luxury brands including Off-White, Palm Angels, Heron Preston and Marcelo Burlon asked the girl to create a clothing label with them that reflected her style and would include items that she wanted to wear. The answer, of course, is yes and so there is Kirin. The name of the new project means giraffe in Korean and derives from an obsession of the artist for the animal started as a teenager and still testified today by a huge tattoo on the leg, as Peggy herself explains:

I'm always excited and the giraffes remind me that I have to calm down, they make me happy, they are beautiful animals, with their tapered necks, long eyelashes and their purple tongue. 

The newborn brand, however, has nothing to do with giraffes but has instead a streetwear soul oriented towards high fashion as evidenced by the first collection presented with an exclusive party during the PFW which boasted among the guests Virgil Abloh, Yoon Ahn, Marcelo Burlon, Sita Abellan and Veronika Heilbrunner. The lookbook is an interesting combination of fashion and art and includes dresses with sensual cut-ups, colorful vinyl trenches, hybrids between baseball jerseys and kimono, but, above all, a series of garments inspired by almost workwear made fun by vivid graphics in the balance between club culture and Korean mythological motifs.

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The new goal of this young girl who in a very short time has turned her passion for music into a real career, becoming the coolest DJ of the moment playing in legendary places like the Berghain or Coachella, is that Kirin is not alone a fashion brand, but a lifestyle. It is not hard to believe that the project will be a success thanks to the charisma of Peggy and her millions of followers. She's just taken part in the event for the launch of the Nike Air Max 720

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Soon #kirinpg by @jae_huh

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