When Choi Jin Woo and Koo Yeon Joo graduated from Central Saint Martins, they brought with them a profound understanding of British tailoring techniques. Both designers completed their education with exceptional grades at the renowned London fashion school, specifically diving deep into traditional British clothing construction. Their professional experience at Peter Jensen and Savile Row directly influenced their future creative process and design approach, embedding a strong foundation in precision tailoring.

Establishing their label JKO0 in 2010, the duo quickly became a fixture at Seoul Fashion Week. Their breakthrough came in 2016 with two significant achievements: winning the International Woolmark Asian Women's Design Award and being nominated as "Emerging Designers of the Year" by the Korean Fashion Designers Association. That same year, their spring-summer collection was personally selected by Sara Maino for the prestigious Vogue Talent showcase, marking a critical moment in their career trajectory.

Their design philosophy goes beyond conventional fashion boundaries. Rooted in minimalism and deconstructionism, they uniquely blend feminine silhouettes with gender-neutral aesthetics. Coming from a menswear design background, they infuse their women's collections with a distinctly British masculine edge. Their signature style involves mixing sporty elements with formal materials, street fashion with feminine charm, continuously challenging stereotypical fashion norms. Their designs have been featured in major fashion publications like Vogue, Elle, and Dazed and Confused, and have been worn by celebrities including Kim Tae-yeon, Kim Hyuna, and Irene Kim. In 2019, they expanded their reach with global collaborations, launching collections with Adidas in February and October, further solidifying their innovative approach to design.