Born in Korea, Eudon Choi initially trained as a menswear designer in Seoul before moving to London and graduating from the Royal College of Art’s MA in womenswear in 2006.
Since launching his eponymous label in 2009, Eudon has become a regular fixture at London Fashion Week. His intelligent yet playful approach to design has won EUDON CHOI numerous accolades, most recently support from the British Fashion Council and the Fashion Trust through the Fashion Trust initiative. Eudon aims to create garments that adapt to an individual’s personality and marry into their wardrobe, offering something beautiful, understated, and intellectual. Focusing particularly on menswear detailing and fabrication, EUDON CHOI clothes are meticulously constructed and become undeniably feminine once worn.
Eudon lives in East London. His home reflects his designs: clean, with crisp lines but rich in unexpected creative details and vibrant colours. You can see it here. Each object is carefully thought out and sourced by the couple who like to unearth unique design pieces. Known for cycling the streets of London, he can also be seen with his dog Barney popping his head out of his backpack.