Each year, a prestigious place on the Hypebeast100 list is given out to 100 individuals who who inspired or influenced industry and community alike. No matter if it was through design prowess, artistic aptitude or an ability to constantly, compellingly command the limelight, the 100 honorees all left an indelible mark on fashion and culture — what it is and what it can be — over the last twelve months.
Of the 100 names on the list, four were selected as the 2024 Hypebeast100 cover stars. Brice Partouche, founder of SATISFY, the Parisian brand whose "romantic performancewear" continues to reimagine what running gear can (and should) be. Jiyong Kim, the founder of his eponymous JiyongKim label, who uses natural sun-bleaching techniques and a mastery of the elements to create one-of-one pieces that highlight the beauty of nature. Peggy Gou, the trailblazing, self-managed DJ and singer who continues to sell out arenas worldwide while staying tapped into art and fashion. And Willy Chavarria, the 2024 CDFA American Menswear Designer of the Year, whose deeply personal designs and rich storytelling through his self-titled brand have propelled it to critical success and commercial acclaim.
This storied quartet took some time away from their busy schedules to answer a handful of questions about the last 12 months, their biggest accomplishments over that time period, how they remain creative and what about the future excites them. See all of their responses below, and expect the full Hypebeast100 list to roll out tomorrow, December 11.
Brice Partouche
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What was the biggest change you saw in the cultural landscape throughout 2024?
The biggest cultural shift of 2024 was how running fully blossomed into a lifestyle symbol deeply tied to personal identity and creativity. People embraced running not just as a way to stay fit but as a way to express themselves, connect with others, and share their stories. Running clubs became vibrant social hubs, and gear evolved beyond functionality into something that reflected individuality and belonging. With SATISFY leading the charge, running has transformed into a beautiful blend of culture, innovation, performance, and community — a space where passion and personality come together.
What was the most impactful moment of the year for you from a professional/creative standpoint?
This year was packed with memorable moments for us at SATISFY:
* Being in Chamonix during UTMB was incredible. It gave us the chance to connect with the trail running community at one of the world’s most prestigious ultramarathons.
* Teaming up with pro athlete Michael Versteeg for the second edition of the Saddles 100 brought our ethos of grit and innovation to life in an unforgettable race.
* Cheering on Sarah Ostaszewski and Max Jolliffe as they won the Moab 240 was a proud moment, showcasing the hard work and talent of our amazing athletes.
* Creating I Think I Saw You On My Run Today, a video shot in Los Angeles with SATISFY pro athlete Matt Lenehan and featuring a soundtrack from The War On Drugs — one of my all-time favorite bands — was a true creative highlight.
* And, of course, revealing our first-ever trail shoe, TheROCKER™, at The Running Event in Austin marked a huge milestone for us in trail performance gear.
What’s motivated you this year and how do you stay creative?
If you ask anyone who works with me, they’ll tell you: I’m unstoppable when it comes to staying motivated! As SATISFY heads into its 10th anniversary in 2025, I’m still driven by the same passion that inspired me to create the brand. I’m not here to be just a niche brand or even a pioneer: my vision is about something much bigger, and that fire hasn’t dimmed one bit.
What's the most important lesson you learned this year?
Building a brand isn’t about physics; it’s about chemistry. You need to be patient and build step by step. Eventually, all the stars will align.
What about the future of fashion excites you the most?
Fashion’s future is finally leaning into authenticity and purpose, and it’s something I’m really excited about. What stands out to me the most is how the industry is focusing more on sustainability, mindfulness, and quality over sheer volume and what I call “decoration.” There’s a fresh wave of brands and designers who care deeply about their craft, creating pieces that are more than just clothes — they’re experiences, they’re functional art. At SATISFY, we’re proud to be part of this change, working hard to create running gear that’s not only practical and beautiful but also reflects our values and the values of our community. I’m excited to see how fashion continues to blend with tech and environmental consciousness to create something truly transformative.
Jiyong Kim
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What was the biggest change you saw in the cultural landscape throughout 2024?
As time passes, the world becomes more interconnected through the internet, resulting in significant cultural change, fusion, and even clashes. It often feels as though there are an overwhelming number of stories emerging, with everything moving so quickly that, at times, I find it difficult to know what to say. From my perspective, however, the ways in which we can express ourselves as a fashion brand are becoming increasingly dynamic. I am continuously reflecting on and experimenting with these diverse challenges, and it seems that the fashion industry is gradually moving away from traditional frameworks and established norms.
What was the most impactful moment of the year for you from a professional/creative standpoint?
This year has been filled with numerous events and achievements, making it challenging to highlight just one. In terms of collaborations, we worked with a diverse range of brands, including Alpha Industries and Clarks Originals, as well as the California-based premium e-bike brand Super73 and Samsung Electronics, producing some truly exciting results. For exhibitions, we presented the AW24 collection in a showcase format and organized an ambitious exhibit featuring a large-scale installation where an entire building was wrapped in fabric.
Above all, it was a year of significant recognition. I had the honor of being selected as an LVMH Semi-Finalist, winning the SFDF award for the second consecutive year, and being named in the Hypebeast100 once again. It has been such a busy, exhilarating, and relentlessly exciting year that I find it difficult to single out just one highlight.
What’s motivated you this year and how do you stay creative?
I find inspiration in everyday, unrefined elements, often drawing ideas from things I’ve personally observed or experienced. These raw details offer endless possibilities for interpretation, which I find incredibly captivating. Additionally, our team has grown significantly this year. Compared to before, we now have more members and a greater diversity of people to collaborate with. Having a team means having others to share ideas with and tackle challenges together. Combining their diverse perspectives with my inspirations has been incredibly motivating and has fueled our collective creativity for the JiyongKim brand.
What's the most important lesson you learned this year?
As I mentioned earlier, this year has been filled with numerous events, bringing with it a variety of challenges and experiences of both success and failure. There were many times when the results were not as satisfying as I hoped or when the outcomes didn’t match the effort I put in. I worked hard to overcome the setbacks and unfavorable outcomes through trial and error. This taught me that success is not always guaranteed, and it reminded me of the valuable lessons that can be gained from failure. Most importantly, I learned how to strive effectively toward success. Moving forward, I plan to work more efficiently and achieve even greater accomplishments.
What about the future of fashion excites you the most?
My sense of anticipation lies with the students and younger generations who are nurturing their dreams. Even now, when I receive invitations to give lectures at universities or other institutions, I make time to share my story. I always try to remember how I felt when I was a student and hope to provide some motivation to the future talents of the fashion industry who are working hard. I am always excited about the future of the fashion world and how they will shape it.
Peggy Gou
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What was the most impactful moment of the year for you from a professional/creative standpoint?
Every show I perform is impactful in its own way, but one moment that stood out for me this year was speaking at Harvard. Connecting with any crowd is special, but connecting with students in an inspiring setting like Harvard Business School was unique and unforgettable.
What’s motivated you this year and how do you stay creative?
My supporters have long been my most significant source of motivation. Their presence is often what challenges me to grow, both as an artist and as a person. To stay creative, I try to focus on self-care and give myself space to recharge and find new inspiration.
What's the most important lesson you learned this year?
Each year reminds me that everything happens for a reason. In 2024, I learned a lot about relationships - people come and go, but the most important connections aren’t always the ones that last the longest. They’re the ones where you share the best moments.
Willy Chavarria
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What was the biggest change you saw in the cultural landscape throughout 2024?
The great failure of America. We saw a democratic people choose autocracy. I can only attribute this to being overly complacent with having it good.
What was the most impactful moment of the year for you from a professional/creative standpoint?
Growing my team has been pivotal in the growth of my business. Building a culture of great talent and kindness inside the House of Chavarria makes our designs more impactful.
What’s motivated you this year and how do you stay creative?
I'm always motivated by the strength and endurance we have as people.
What's the most important lesson you learned this year?
Rest is everything
What about the future of fashion excites you the most?
Finding heart.
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