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The eponymous label Eudon Choi was launched in London in 2009. The designer and founder was born and raised in Korea before pursuing a Masters degree at the prestigious Royal College of Art in London. The label now has a celebrity following which includes Sienna Miller and Jade Jagger and offers up an extensive range of ready-to-wear that favors structural pieces and a sharp cut that borrows heavily from menswear. This is best illustrated in the utilitarian style cropped jackets and heavy bombers.