SJYP known for its avant-garde twists on denim and fun ‘90s references, Korean streetwear brand SJYP was founded by fresh designers Steve Jung and Yoni Pa (of Steve J & Yoni P fame) in 2014 as a response to the overwhelming popularity of the denim dresses in their initial line. Soon after its launch, SJYP quickly became favored by K-pop stars and fashion bloggers alike. Today, the label has become recognizable for its blend of unexpected silhouettes and detailing—think hip-hop-inspired denim, colorfully printed streetwear, and feminine frills.

SJYP由韩国设计师Stev Jung和Yoni Pai一对可爱的Couple创立，他们分别就读于中央马丁学院和伦敦时装学院，毕业后一起创建了Steve J & Yoni P，并与2007年在伦敦时装周正式“出道”。品牌的标志就是他们的自画像，画风粗狂又鬼马，但那就是他们的风格。
他们以街头运动元素，简约时髦的复古牛仔，潮味十足的风格风靡韩国时尚圈。因为非常擅长做牛仔，2014年专门推出了副线SJYP，主打牛仔和卫衣，相比于主线，SJYP则更适合年轻的小哥哥小姐姐们。简单的颜色+简单的设计，不用过多的累赘，SJYP几个字母足以表达时尚的态度~前卫的牛仔裤，俏皮风趣的90年代复古风情，SJYP就是年轻、个性的象征，所以SJYP的口号就是“Blue is my name”。
因为款式受到很多年轻人的追捧，并以迅雷不及掩耳之势快速风靡韩国。韩剧中被同款频率超高！不仅仅在韩剧中，平时也超多明星出街都会选择SJYP的衣服。唐嫣私下里也是SJYP的迷妹。拼接打破了牛仔的酷感，增添俏皮。
不光韩国本土，国内明星也有很多它的忠实粉，包括张俪，张嘉倪，袁姗姗，戚薇等都追捧它自在流行的感觉。