Since its inception in 2001, JOIE has been one of the most sought after contemporary brands catering to the savvy, fashion minded, modern woman. Understatedly chic, JOIE’s designs are constantly inspired by the Southern California lifestyle and its casual, yet sophisticated way of life. Originally known for its signature cargos, JOIE has emerged as a lifestyle brand, a complete collection of ready to wear and accessories.
The JOIE aesthetic, both modern and timeless in its appeal, draws its influence from vintage creations while successfully maintaining a fresh approach to fashion. Be it Paris or California, the JOIE girl enjoys wearing casual, comfortable clothes accented by her travels throughout the world. 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.
Headquartered in a loft in downtown Los Angeles, Owner and Creative Director Serge Azria’s goal is to continue in JOIE’s success while progressively evolving the brand. Spring 2007 marked the introduction of JOIE Shoes, followed by Soft JOIE in Spring 2010 – a collection of luxuriously soft tees, tanks, sweaters and dresses inspired by JOIE’s effortlessly chic aesthetic, and handbags for Fall 2012.
Azria is familiar with accomplishment. Prior to his time at JOIE, Azria partnered with Vince Camuto as CEO and head designer to create VCS footwear (which later became the Camuto Group) where he led the company to outstanding and rapid growth. In 2004, while enjoying the challenges he faced in design and in management, Azria accepted the offer to purchase a portion of the contemporary line JOIE. With great success, he then became sole owner and Creative Director in 2007.