ABOUT
We are an Amsterdam-based brand that centers on breaking binary concepts, emphasizing that true beauty doesn’t restrict the body but liberates it. The brand revitalizes ancient textiles by translating historical costumes into contemporary mens and womenswear, merging traditional crafts with modern techniques. This approach aims to subvert stereotypical global tropes, intending to integrate diverse communities irrespective of race, gender, or class. Garment-making symbolizes a love for underappreciated aspects of daily clothing, avoiding the glorification of brand identity. The label values the process of making as a form of research, showcasing the toile as an essential element that exposes the fashion creation process. These elements contribute to a more meaningful and deeper dive into the making process, intending to resurface with garments that carry profound significance. Similar to Persian poets, the brand aims to embed critique and commentary subtly and eloquently, infusing ‘glitches’ into the final garments as metaphors.


Joone Joonam
Papaverweg 48
1032 KJ Amsterdam
(+31) 063748895948
Instagram
Newsletter
Mail