ALANI the grey was launched in 2012 from Korea by founder and designer, Jae Hwan Kim, two years after the launch of Menswear collection. Since launching, the brand quickly grew into a global fashion label with retail stores around the world including US, Asia and Middle East. Jae graduated from London’s Central Saint Martins Academy and pursued both BA and MA. Jae soon gained experience in ateliers of well known fashion designers such as Paul Smith and Ozwald Boateng, and by tailoring costumes for British-American films. Jae’s philosophy of ‘less is more’ is drawn from the 1970’s German Bauhaus movement. The collections are defined by Jae Hwan Kim’s remarkable signature tailoring techniques and patterns for making modern silhouettes containing attentions to feminine details and strong focus on the perfect fit.