About Us
"Feel-good clothing with a nod to nostalgia. Making everyday dressing a little more fun!"
Since we opened our virtual doors in October 2016, we've strived to do things a little differently. Our love of vintage style is deep-rooted; we're inspired by nostalgia, taking the best bits of vintage clothing and reimagining them for the modern, everyday wardrobe.
Inspired by our founder’s Great Aunt Joanie and the principle of buying less but buying better, we aim to replicate the thrill of the find. Falling in love with one of our styles is like discovering a real gem that fits you perfectly, is sustainably made, is easy to care for and will be treasured for years to come. We may look to the past for inspiration, but creating future vintage is our aim.
We have championed slow fashion from the beginning by making unique styles that don't just follow the latest trends - ones that stand the test of time. The natural progression from this conscious approach to design has led us down the path to becoming a more responsible brand. We’re here to prove that conscious clothing can be fun!
Joanie is a Certified B Corporation, a reflection of our continued commitment to balance profits with purpose. Certified B Corps are a community of businesses that meet incredibly high standards of verified social and environmental performance, public transparency, and legal accountability.
We are so proud of this achievement because it reflects our ongoing commitment to do better and be better by balancing profits with purpose and ensuring that sustainability and ethics are at the heart of every single decision we make.
Inclusive but Exclusive
You can sit with us. We try to be as welcoming as possible and are proud to have built a strong community of Joanie Gals. We get a kick out of celebrating our amazing customers, as well as supporting and teaming up with likeminded women, brands and charities that are close to our hearts.
We love to hear from you! We’re a friendly bunch and our team are always happy to help you - remember, we’re just a call (or email, live chat or social message) away!
But wait, we can be exclusive too - you won’t find us anywhere else. We’re proud to design everything in-house from our HQ in Manchester, UK. Our collections are only available direct from us at joanieclothing.com, shipped worldwide.
Happiness comes in Joanie bags.
Fun, Feel-good & Fair
We love creating clothes that make people happy. Whether that comes from a playful slogan, colourful print or surprise pockets in your favourite dress, we think carefully about how our styles will bring a smile to the wearer’s face. It’s all about making you feel at home in the way you want to dress (that’s a real observation from one of our lovely customers by the way!).
Attention to detail is our thing. Our small but mighty team has heaps of experience in bringing styles to life; designing and refining garments to ensure they feel great and fit well, as well as showing them off through joyful photography and cool campaigns. We don’t believe in style ‘rules’, so our full collection is available in an inclusive size range.
Our styles are ethically made by factories around the world. A lot of thought goes into our design process, including the environmentally friendly fabrics we use and the improvements we’re continually making within our supply chain, as well as our efforts to reduce waste wherever we can.
Our mission (and we’ve chosen not only to accept it, but to embrace it!) is to create feel-good clothing in every sense. That’s why at the heart of everything we do, we endeavour to put planet and people first.
You Are Our Icons
This year, we launched our first customer-focused campaign. The community of Joanie Gals we’ve built includes so many diverse and inspiring women, and we wanted to do something to highlight them!
Featuring Joanie Gals from different walks of life, our 'Spotlight On You' shoot allowed us to meet the women who make our Joanie world go round.
We were delighted to embrace this fantastic group of eight women. Every single one of these customers has their own distinct identity and personal style, and seeing them come together in some of our most-loved Joanie pieces was an absolute dream come true.
