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Ioanna is the London based cordwainer designer behind bags brand Mashu. She is from Greece.

Mashu’s style is a bit minimalistic, a bit retro and fun. A big focus of bags brand Mashu is also its sustainable and ethical angle. They use materials that are not derived from animals as well as not harmful to the environment. For example, their linings are made from recycled plastic bottles and polyester and their embroidery threads are also recycled polyester. They strive to keep improving their practices and to be green as much as possible.The bags are made in Greece by greek artisans, utilising local craft in Greece and enriching the local economy.

She is inspired by art and interiors, especially art deco, art nouveau and Memphis design movement. A lot of her inspiration is also heritage from Greek designs such as ancient Greek patterns. Her signature handles were inspired by Ancient Greek columns. She loves to use embroidery in her work such as geometric patterns like lines and circles combined in unique ways. 

Ioanna loved the idea of IPSEITY and decided to join us: “You can own something unique that nobody else will ever own which I think also creates a stronger emotional bond between the wearer and the product. That is very important to me, I want my customers to feel amazing when wearing my bags, to have a great emotional bond with it and that can lead to reducing the need to over consume”. 

Follow the brand on Instagram: @mashu_london

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