Peter Kim, a 53-year-old entrepreneur from Los Angeles, is on a mission to spread the philosophy and teachings of Bruce Lee through fashion.
As the founder of the globally recognized denim brand “Hudson Jeans” and several other successful ventures, Kim has generated over a billion dollars in revenue sales for 20 years and sold his several companies for over $250 million.
When I recently met him in his office, Kim did not appear to be in his 50s at all. With his imposing build, shaved head, mustache, and numerous tattoos, his appearance could be intimidating.
However, once the conversation started, it felt like talking to a longtime friend. His playful tone was balanced by deep seriousness when discussing important matters and a great sense of humor when reminiscing about joyful family memories.
Earlier this year, Kim launched the fashion brand “D-R-G-N” after forming an official partnership with the Bruce Lee Family. Despite his success, Kim’s journey has not been without challenges. He struggled with attention deficit issues during his school years and faced the threat of his parents’ business failing. Overcoming these hardships, he built a global denim brand. But why did he choose Bruce Lee as the focus of his second act in life?
The following is an edited excerpt from the interview:
– Can you describe the environment you grew up in?
“My parents were born in the early 1940s. During the Korean War, they moved to South Korea from North Korea and then immigrated to Los Angeles in the 1960s. As first-generation Korean immigrants, they took on various jobs, including parking and cleaning, doing whatever they could to make a living. They eventually opened a wig store, and at one point, my father was even shot in the face. Afterward, they ventured into the fashion business, selling women’s blouses. It was a time when professional women’s clothing was in high demand, and by offering good quality products at affordable prices, they grew their business significantly. Later on, my parents also invested in real estate in various locations. Although I didn’t fully understand their business at the time, I remember growing up quite comfortably, even attending a summer school in Switzerland.”
– What kind of student were you during your school years?
“I never really fit in well with school throughout my life. My high school grades weren’t good, and neither were my SAT scores for college admissions. In fact, my wife, who was born and raised in Korea, scored higher than I did on the SAT English section. It wasn’t until later that I discovered I had ADHD. But back in the 1970s, American society tended to dismiss those who weren’t academically gifted. I had low self-esteem and often thought I was really dumb.”
– How did you end up in the fashion industry?
“It was in the early 1990s, during my last semester at USC. My parents’ business took a significant downturn due to shifts in fashion trends, and their store ended up with a debt of $10 million. The real estate market also declined, causing issues with the properties they had invested in. I was around 23 at the time, and at my parents’ request, I began helping out with the business. Initially, I resented the situation and wondered why I had to work under such circumstances. But eventually, I pulled myself together and focused on the basics, like coming up with designs that aligned with new trends and improving the infrastructure. Slowly, we started paying off the debt and restructuring the business. By around 1998, everything started turning around. We got the company in a good place, and I found this confidence in myself.”
– Is that how you started your own business?
“Yes, in 1999, I launched a young men’ streetwear brand called Drunknmunky, and in 2002, I founded Hudson Jeans. I sold Drunknmunky in 2003 and stepped away from my family business around 2005 to focus solely on Hudson Jeans. By 2009, Hudson had become a globally recognized denim brand. That year, I sold a portion of the company to a private equity firm and continued to run the business. In 2013, we sold the remaining shares, including those owned by investors and myself, to Joe’s Jeans for $98.7 million. I stayed on for a few more years before fully stepping away in 2017.”
– How did you get involved with the Bruce Lee-related business?
“In 2017, I founded a company called Golden Circle Group. My vision was to collaborate with like-minded brands that prioritize customer value. Through various partnerships, I was introduced to the Bruce Lee Family around 2020. After discussing potential business ideas, we made our collaboration public in 2023, and officially started the business earlier this year.”
– Why did it have to be Bruce Lee?
“I’m one of the biggest Bruce Lee fans you’ll ever find. As an Asian American born in the 1970s, I grew up with a lot of racism. During that time, I saw Bruce Lee as a teacher, mentor, and hero. There was a pervasive belief that Asian men were neither strong nor attractive—there was no positive image at all. We’re weak, we’re not the hero, and we’re not sexy. But here was this small Asian man who came to America from China in the 1960s and became the biggest, most badass person ever.”
– Admiring Bruce Lee and running a fashion business in his name seem like two different things. How do you reconcile the two?
“The fighting and the movies, that was his craft, and they were incredible and truly game changing. But for me and I believe for many others, he was so much more than that. And I think he would have revolutionized whatever he did… for his philosophy, his thoughts, his values, and how he lived his life is what makes him the legend he is today. My goal is to highlight these aspects and share them with the world through a thoughtful and creative fashion brand.”
– What image of Bruce Lee do you want to convey through your brand?
“I started a luxury street wear line rooted in Bruce Lee’s philosophy, mindset, and values. He emphasized the importance of self-expression, focusing on one’s true self, and having confidence in oneself. I aim to share his philosophy with the world through sophisticated designs. I believe fashion is one of the greatest tools humans possess.”
– Are your products only available online?
“No, our products are currently displayed in about 16 stores worldwide. In Seoul, Korea alone, we have our items in three locations: Boon the Shop, Space Mue, and 29CM. You can also find our products in stores in countries like Mexico and Australia, as well as in LA, Las Vegas, and New York.”
– What are your future plans?
“I’m 53 years old this year, and some people might think that makes me old. But I still feel like I’m starting something new. I believe life truly begins in your 30s, and the late 20s are a period of continuous growth. The next 25 years for me have got to be exponential, like 30 to 53, 53 to whatever, 80. I think retiring is like the worst thing possible. I believe the human brain continues to grow until the day we die. My parents, who are in their 80s, are living proof of this. My mother still works harder than I do, and though my father has retired from work, he leads a very active lifestyle, playing golf three times a week. In 2019, my twin daughters, my parents, and I went on a cruise trip, and the kids were shocked by my parents’ energy. They exclaimed, ‘Halmoni (grandma in Korean) is crazy!’ (laughs).”
BY YOUNGNAM KIM [kim.youngnam@koreadaily.com]
