Ambush’s Yoon Ahn and Verbal, artist Coco Capitan, The XX’s Romy, Virgil Abloh and a whole bunch of editors and style influencers showed up to celebrate Peggy Gou last week. No, it wasn’t on occasion of another of the DJ’s buzzy sets (that sometimes take place in the coolest clubs the world over but also, at fashion events). It was to toast Kirin, Gou’s new clothing label.

Not to be confused with the Japanese beer, Kirin is Korean for giraffe — the animal that Gou has been known to have an obsession with. “I’m very hyper and giraffes remind me to calm the f*ck down,” Gou told i-D. “They make me happy. They are just beautiful creatures with their long neck and eyelashes and purple tongue.”

Design-wise, it’s evident that Gou taps her Asian heritage as the Haetae — a mythological Korean creature — takes centre stage on some knit jumpers and oversized scarves, but most of the collection is made up of punchy basics like overalls, a boxy denim jacket and two-piece sets in neon green, lilac and red, with a healthy peppering of prints. In a nutshell? It mirrors Gou’s quirky personal style, ringing true to what the DJ told us back in September (2018) when asked about her then upcoming label, “It’s my vision and what I like. And if people don’t like it, then that’s too bad (laughs).”


While there is still no word on Kirin’s official website or stockists, one simply just has to hang tight. If its production and distribution company, the New Gaurds Group (also behind Off-White, Heron Preston, Marcelo Burlon County of Milan and the like) is anything to go by, it’s only a matter of time before Kirin will be everywhere.

Images: Instagram (@kirin_____________)