99%IS (99 Percent Is) transforms your world into a place where superheroes and villains of fashion are real. With steamy grey smoke airing and models clad between a mesh of Daft-Punk and an American Horror Story’s Rubber Man inspiration, these masked helmeted models troop down a runway in a way that can’t help but make you want to be bad. It’s always understood that black makes you look powerful, but 99%IS’ A/W 14 collection for men entirely oozes power. Whether it be in a creamy, rich black leather from head to toe or something else, each model in A/W14 storms out with a sense of power and urgency, letting the all-black collection do the talking.
Born in Seoul in 1984, Bajowoo, founder of 99%IS, created his own brand — noted as the first official punk brand of Korea. Upon visiting the underground punk scene of iconic cities including London, Tokyo, Bangkok, and Paris, Bajowoo developed the backbone for 99%IS and cultivated his vision. Despite graduating extremely recently from fashion school in 2014, his resume is nothing short of spectacular. His brand’s S/S 14 collection debuted at Mercedez-Benz Fashion Week taking Tokyo by storm.
99%IS creates a strength in its leather pieces, strong details from studs, and the construction of its garments. The wearer of 99%IS has a refined street-style rooted in a punk rock background. This person is one who is not confined by punk rock but instead uses its iconic aesthetic as a starting point. Studded tuxedo jackets, bomber jackets with studded collars, and zippers showcase this punk aesthetic, yet the looks are refined by pairing sleek Chelsea boots with almost every piece. Everything is clearly better with a leather jacket, and this feeling is even incorporated into the details of an ingenius backpack. The collection features both many classic and punk versions of leather pieces with a mix of eclectic options like leather overalls and cropped pants. Showcased in this collection, Bajowoo has a clear vision of how to transform the “punk look” into a lifestyle of fashion.
99%IS continues to blow up with celebrities like Chris Brown, Lady Gaga, and even Justin Bieber falling head over heels for this fascinating punk inspired brand. Check out the looks for yourself: