Simjae, also known professionally as EZTAG, captures his love of fashion, music, and small subcultures through his work as a photographer and his passion for collecting and archiving. Currently living in Seoul, South Korea, he has directed campaigns for Nike and Stone Island, and recently opened the doors on his space Hugan Books to share his love of magazines. For Issue 12 of Living Proof Magazine, Simjae speaks with JAYASS on topics includingfinding inspiration in his settings, going from collecting Stone Island to collaborating with the company, and his plans to turn Hugan Books into a cultural hub for the city.
Full segment featured in Issue 12 of Living Proof Magazine.
Photography by Youngjun Koo. Interview by JAYASS.
I first met you around 2020. You’re originally from Busan, right? How did you end up in Seoul, and when did you really start your work?
I’m actually from Changwon, a city down south in Korea. Compared to Seoul or Busan, it’s much quieter and more ordinary. But for me, Seoul always felt like a dream. All the exhibitions, music, and fashion I loved were happening there.
I moved to Seoul when I was 20 to prepare for university, and that’s when I naturally started photography. Being around people who were actually shaping the culture I admired made me want to capture all of those moments. It started with small event recaps, but over time, I naturally got drawn into the culture scene. Everything flowed from there.
Growing up in Changwon, I imagine you had this idea of diving into the Seoul culture scene. How was it compared to what you expected?
I couldn’t picture the Seoul scene back then. It felt very distant, something that I only saw through the internet or magazines. When I first got there, I was excited but also overwhelmed.
Once I experienced it for real, I noticed how fast paced it was. Everyone moves to their own rhythm. It wasn’t easy to blend in at first, but when I met people with real energy, those connections stuck.
Looking back, I think I’ve just been following that flow, and that’s how I ended up here naturally.
Let’s talk about your name, Eztag. What does it mean? And people also call you Simjae. That’s not your real name, right? How did that happen?
I came up with Eztag when I first started Instagram in 2017. Back then, everyone was tagging and reposting each other, and I thought, “I want to make it easy for people to tag me.” So I mixed “Easy” and “Tag” together.
It started out as a simple online nickname, but over time, people began recognizing me by that name. In real life though, everyone calls me Simjae. That comes from my actual name. At some point, it just stuck, and now it feels like the name that represents me best.
How did you start archiving Stone Island? Was there a specific moment? And why Stone Island of all brands?
At first, I wore Stone Island simply because I liked it. But the more I wore it, the more I got drawn into the story. The materials, the experiments, the attention to detail, the heritage. It made me curious.
I started collecting pieces naturally, and at some point, I realized I didn’t want it to just be about consumption. I wanted to document it properly.
In Seoul, fashion moves fast. Trends come and go, new brands pop up nonstop. I was tired of that pace. That’s when I wanted to slow down and really dive into one brand. For me, that was Stone Island.
It wasn’t just about trends. The brand has heritage, innovation, and a certain authenticity that felt aligned with me.
You started as a personal collector, but now you collaborate with Stone Island HQ. What do you think got you there?
Honestly, I think it comes down to passion. I was genuinely into it. Collecting, archiving, sharing with people around me. Those moments built up over time, and eventually, HQ noticed.
It wasn’t planned or calculated. I just kept going deeper, kept documenting, and the right people paid attention. When you pursue something long enough with real intention, people eventually notice.
Let’s talk about Hugan Books. Where did that idea come from, and what’s the meaning behind the name?
I’ve always loved books, especially old magazines. Fashion magazines from the 90s and early 2000s have a different energy. Back then, before everything went digital, culture was shared through print and photography. There’s a rawness and authenticity to those visuals that really pulled me in.
As I collected more, I ended up with thousands of magazines. At some point, I thought, “I can’t just keep this to myself.” That’s how Hugan Books started.
The name Hugan comes from the Korean word for pause or hiatus. Most of the magazines I collect are discontinued. I love rediscovering value in things that have been paused.
Where do you see Hugan Books going long term? What’s the bigger vision?
Hugan Books is something I want to take slowly and with intention. I’m not trying to create something flashy. I want it to naturally inspire people.
Eventually, I want to publish Hugan’s own independent magazine, like the culture magazines I’ve been collecting all these years. It’s more than just selling books. It’s about preserving time and documenting ideas.
I really see Hugan becoming a small, steady space for people to exchange thoughts and see old things in new ways.
Read the full interview in Living Proof Magazine Issue 12, available on the Living Proof Patreon and Online Shop.
