Dynamic sister act Joo hee and Joo Hyun Park are the driving force between the highly sought-after label Airfish. Describing the brand as fast moving slow fashion that provides a new concept for kidswear, Junior Style caught up with Joo hee to talk about the origins and growth of the label.
JS: Airfish—how did you decide on this fun and unusual name for your company?
JP: I’ve always had a great interest in creating logos and graphics. I played with each word with fonts by imaging potential customers and market which eventually connected into the Airfish brand. In the end, Airfish is a reflection of me. I wanted to express myself as a like a small fish, but one that continues to swim hard just like all moms for our special kids.
JS: Like Airfish, you are a citizen of the world. What cities do you call home and how much time do you spend in each?
JP: I was born in Seoul, Korean and I make about 4-5 trips there every year but I currently live in Northern New Jersey which is 30 minutes away from New York city.
JS: I love the Airfish model of monthly collections—it keeps things fresh and makes your apparel highly collectable. Is this model here to stay or do you see yourself moving towards more traditional seasonal collections?
JP: Yes we are moving into seasonal collections but will keep our monthly capsule model in order to meet the needs of our Korean clientele.
JS: Has Airfish shown at any trade shows internationally? If not, do you have plans to do so?
JP: We attended Children’s club recently and will attend playtime NY in this summer.
JS: Who are your favourite womenswear designers?
JP: You might laugh, but Rei Kawabuko!
JS: What are the best-selling Airfish pieces to date?
JP: Chelsea top was our best selling products last year. Chelsea was inspired by women’s trend. But there weren’t design like Chelsea for kidswear at that time. We were concerned if it would be sold. But it became our best seller now and we found lot of similar designs in the market too.
JS: What can we expect in your next drop? You’ve recently begun to offer women’s sizes of your designs. Will you continue to do so?
JP: I would like travel more overseas and get closer to the world Airfish by connecting with the local artists and craftsmen. I get a lot of requests from customers to create womenswear and menswear. But I would like to focus on kids clothes at the moment.
All rights reserved
All posts copyright Junior Style Sales Ltd.
Please do not copy or reproduce without permission.