Seoul-born footwear label EPT (East Pacific Trade) has appointed Motofumi “Poggy” Kogi as its Japan Market Creative Director, signaling a focused push to build the brand’s presence and narrative in Japan. Known internationally as a fashion curator and creative director who bridges street culture and luxury, Poggy will oversee Japan-facing product concepts, brand storytelling, marketing, and collaboration programs.
Founded in 2019 by Jai Baek—whose résumé spans DC Shoes, Creative Recreation, and global brand direction at HUF—EPT fuses California skate heritage with Korean street sensibilities. The brand has earned recognition at home and abroad for distinctive design and reliable build quality.
To mark Poggy’s appointment, EPT will release a limited “Special Model” in Seoul at the brand’s new flagship, with distribution in Japan limited to friends and partners rather than general retail. Details on domestic events and rollouts will follow in due course as the brand accelerates its Japan strategy under Poggy’s creative direction.
To celebrate his appointment, Nothingness conducted an exclusive interview with Poggy.
On Your First Encounter and Relationship With Founder Jai Baek
In 2017, while I was still at United Arrows and working as director of United Arrows & Sons, I collaborated with HUF for the first time. During a meeting at HUF’s office in downtown LA, I met Jai for the first time. After that, we didn’t see each other for a while, but in 2023, after I had gone independent, Jai came to Japan. A former HUF friend invited us out for dinner, and that’s where we reconnected. From there, we started keeping in touch again. Looking back, even during my Liquor, Woman & Tears days, Creative Recreation had done a special project for us, so in a way we had already been indirectly connected.
What Led You to Join EPT?
Jai reached out and asked if I’d be interested in getting involved with EPT. At that point, I didn’t really know much about the brand, so he invited me to the Seoul office. That’s where I got to meet the community around him, and I was really drawn to the way they cared not just about business, but also about culture and young people. Around the same time, I was invited to Bali for G-SHOCK’s anniversary event, and there I really felt the potential of Asia going forward. That experience made me want to take on the role. We first did a pop-up in Tokyo in 2024, and from there I started working with them more seriously.
The Response to Collaborations With Japanese Brands and Artists at the Pop-Up
The opening reception was so packed that people couldn’t even fit inside. The collaboration with MASU especially got a huge reaction, partly because orders were being taken at their exhibition as well. Through that pop-up, I was able to really feel EPT’s passion and its sense of aesthetics.
How Do You Plan to Approach the Japanese Market Now That the Sneaker Boom Has Settled?(Where do you see EPT’s strengths and potential in Japan?)
In the early 2000s, when the sneaker boom cooled off, there was this moment when a few new shoe brands started to appear. I feel like the situation right now is kind of similar. Even if the hype has settled, sneakers are still part of everyday life. And lately, more people are wearing basic sneakers, not just flashy or extreme designs. In that sense, what EPT is making really fits the needs of the market. Also, with sneaker prices skyrocketing these days, the fact that many EPT models are still under ¥20,000 is definitely a strength.
What Stories or Values Do You Want to Share With Japanese Consumers?
In Korea, Jai’s personal background hasn’t been highlighted much, but in Japan, I’d like to share more of his story and history. It’s not just about following current trends—I want to introduce another side of Korean creativity to the Japanese audience.
How Do You Intend to Apply Your Experience Bridging Street and Luxury to EPT?
Back in my UA days, I was always introducing interesting overseas brands to Japan. Now I think it’s really important to start doing the same with Asian brands. With some overseas brands, there’s this idea that as long as you create some buzz, you’ll succeed. But in Japan, people care more about quality and storytelling. My role is to make sure EPT is understood here on those terms—through both product and marketing.
What’s Next?
In Korea, a flagship store is opening in Seongsu on September 25. In Japan, we’re also planning an activation soon, though details aren’t ready to share yet. And next year, we’ve got a collaboration with Coco Capitán coming up. That’s going to push the fashion and art side of the brand even further. For now, the main focus is just making products that are genuinely strong and compelling, and then building cultural movements from there.
