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. At Joanie, 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 and 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 sustainable brand. We’re here to prove that responsible fashion can be fun! We’re now a Certified B Corporation, which means that we are part of a global community of businesses that meet high standards of social and environmental impact. 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. We’re committed to becoming a more sustainable brand by using more environmentally friendly fabrics, making improvements within our supply chain and working to reduce waste wherever we can. We want to prove that a small brand can create clothing with a conscience! 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.