Sang Heuck Lee

What is Peaches?  Unlike peach, which is a fruit we commpnly know, Peaches is a slang which refers to the back of a car. Peaches is a lifestyle brand based on street fashion and car tuning and styling. Based on L.A in U.S and Seoul Korea, Beaches is a creative art crew consisting of music producers, fashion designers, visual artist and video designers. Their core value is a car that continues its original activities in various countries including Korea.  Why Car?  Each generation has had a significant culture code representing the young people of that generation. In case of U.S, surfing culture was the mainstream culture among young people in 1970s, and based on this fact, varous surfing-related brands emerged. And of course, the culture code of young people who led the 1990s was skateboarding. Various new fashion brands such as Supreme selected skateboarding as a core value and achieved great success in the fashion industry. Peaches is the brand that borrowed these issue...

 At the end of the 19th century, a sports team at U.S University wore thick wool weaters or cardigans, not sportswear we know now. At that time, the Harvard University baseball team wore a sportswear engraved with an H-shaped letter on the pullover knit, and students who acieved a certain level of performance during the season were able to keep the knit, in the opposite cases, had to retrun it. In that way, players wearing shirts with H patches were collectively referred to as lettermen, and the sweaters they wore were referred to as letterman sweaters.  After that, Ivy league universities, centered on Harvard, borrowed this method, and each university begins to wear sweaters with initial logo letttering, a symbol of the school, for the players. However, people began to find a design to replace the characteristics of sweaters that can only be worn in winter, and it takes the form of Varsity jacket that we know well know.  As such, the Varsity jacket, which was the exclusi...