Discover Ethical and Sustainable Brand JOA. FIND OUT #WHOMADEYOURCLOTHES WITH JOA! We love our planet. We love fashion. We believe this love relationship can co-exist as long as we know what we buy and wear. And for this transparency is key. That’s why we make sure that our pieces created by our independent and ethical designers are clean, safe, fair and as transparent as possible. You all have the right to know #whomadeyourclothes, how, where and under what conditions our pieces were made. 🌍 Earth day is everyday! #WHOMADEYOURCLOTHES ? JOA takes clothes that nobody wants, wash them, cuts them up and remakes them into bomber jackets. 90% of those clothes have only been worn 3 times. Without them the clothes would be on a long journey through Eastern Europe, Africa, and Asia, eventually they would just end up in landfill, incredibly slowly rotting away, damaging our environment even more. 80% of all clothes end up in landfill globally. With JOA each jacket is made from used clothes or leftover fabrics aka preloved material so their production process is completely different to any other brand: They have their bomber shape, this shape is the same for each and every jacket (of course they have different sizes though) and then in the first step of their production the clothes are cut up and they patchwork them back together into the shape. So this gives endless possibilities for fabric combinations, styles, and designs. For the first time in forever design and production go hand in hand, each jacket is designed individually. The jackets they make naturally reflect the community they get the clothes from. So at the moment this is a true London collection with all its diversity. They believe that fashion is here to make all their lives better from maker to wearer. This is why they want to bring production and craftsmanship back to the UK. As a social enterprise their aim is to change the fashion paradigm, this is why JOA is developing a production environment in which they train mothers in need of work to be part of their production chain, they offer them flexible working hours and pay them London Living Wages. The mothers start through a volunteering program and are recommended by local community centres. They are closely connected to our Borough! SHOP JOA!