Jovonna London, founded in 2007, is a family-owned and run business, mirroring the values at the brand’s core. Founder and Creative Director Jojo designs each and every garment with care from her Putney-based studio.
Working With Natural Fabrics
At Jovonna London, we continuously and consciously try to use more natural materials such as wool, linen and cotton where possible. As we know that they have a positive impact on the environment since they are biodegradable. These fabrics also bring the benefit of being naturally moisture-wicking, breathable, durable, heat-responsive and naturally repellent to mould and dirt.
Founder Jojo aims to create pieces designed to last by championing classic and timeless fabrics and design. She says: "I want my pieces to have longevity, to be worn over and over and passed on to others after use."
Reducing Fabric Waste
As a small brand, we do our best to reduce unnecessary fabric waste and trimmings. Many of our accessories are made from repurposed fabrics from our mainline collection. We are finding innovative ways to recycle the leftover yarns and buttons we use for our designs to help us reduce our impact on the environment. For example, to produce our reusable totes, we used the remaining fabrics from our pieces, Ibina & Kiltan.
GIVING BACK TO THE COMMUNITY
Empowering women is one of our top core values; as a small independent business created by a woman for women, we wanted to help an organisation that shares similar values. Hence, our choice is Smart Works, a charity that dresses and coaches unemployed women for job interviews.