Operated in a loft in downtown Los Angeles, Joie was initiated in 2001. Since then, it has been one of the most sought after contemporary brands. JOIE offers their fashion-savvy customers a wardrobe to take them around the world. Although the company is originally known for its signature cargos, today JOIE is a lifestyle brand with a ready-to-wear collection, accessories and shoes.
JOIE’s designs are inspired by the Southern California vibe that is causal and stylish at the same time. JOIE pulls inspiration from vintage creations to create modern and timeless pieces. “The concept has always been ‘Casual, Comfortable and Luxurious.’ Therefore, each piece that is designed encompasses a balance of these three key elements…one cannot exist without the other,” it says on the company website.
In 2004, Serge Azria purchased a portion of the contemporary line JOIE. In 2007, Serge Azria became sole Owner and Creative Director of JOIE. Azria is no stranger to success. Prior to JOIE, he partnered with Vince Camuto as CEO and head designer of VCS footwear. Azria was determined to grow the JOIE brand and in Spring 2007 introduced JOIE shoes followed by Soft JOIE in Spring 2010 and handbags for Fall 2012.
The company offers a wide range of great pieces including feminine tops, dresses and cashmere sweaters. Since its start, JOIE has been rapidly growing in the global market. Prestigious department stores like Saks Fifth Avenue, Neiman Marcus, Nordstrom and Bloomingdale’s as well as specialty shops carry JOIE. There are also JOIE boutiques in New York City on Madison Avenue and SoHo, in addition to Fashion Island and Melrose Avenue in Los Angeles.
Celebrity fans include Leann Rimes, Kate Bosworth, Katie Holmes, Miranda Kerr, Sarah Michelle Geller, Ginnifer Goodwin, and many more. JOIE has been featured in media outlets including Marie Claire, People Style Watch, Glamour, Vogue, and countless others.