WHO WE ARE and WHAT WE DO
After a stint studying Fashion and Textile Design in her hometown of Perth, Western Australia, designer, Alison Cotton threw it all in and on whim, informally launched Joveeba in 2003.
The first collection was a hit, making way for an instant following for the fresh and easy shapes that now make up the backbone of the brand - Joveeba was up and away.
2006 saw Joveeba hold the labels first solo show at Mercedes Australian Fashion Week, in Sydney, formally introducing the brand to the greater fashion industry. From this moment Joveeba has been fast tracking their way onto the must-have lists of girls from coast to coast.
Inspiration comes from Cotton’s surrounds… listening to reggae music and The XX, talking to KT (her best friend), sitting in the sunlight, seeing reflections, humming along too Grace Woodroofe, trying to hold onto fleeting moments and day dreaming about what every girl needs in their wardrobe…
“ Our girl is imperfect, open and authentic “ says Cotton “ She is the girl I see on the street, she is KT, she is me … I like to give that girl a voice “
Joveeba’s spirit has not only intrigued the girl next door but has caught the eye of boutiques and media around the globe with the label showing up on the likes of Miranda Kerr, Kristin Cavallari, Natalie Bassingthwaighte and Rumer Wills and in the pages of Harper’s Bazaar, Russh, Madison, Marie Claire, Frankie and Grazia Magazine.
You can find Joveeba in over 50 boutiques around Australia and dotted across the world from Dubai to LA with the label ever growing its presence on the international scene.
With Joveeba HQ now in beautiful Sydney, the label has become known for their ethos of spirited, laid-back cool.
Light-hearted reinterpretations of classic shapes and unique detailing, surprise and inspire Joveeba’s loyal fans season after season, and ultimately keep them coming back for more.
Joveeba now available in store and online at Meillon & Bright
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