Since we opened our virtual doors in October 2016, we’ve strived to do things a little differently.

We love vintage style; the timeless silhouettes, the retro prints and the unique designs that define each decade. We’re inspired by nostalgia, taking the best bits of vintage clothing and reimagining them for the modern, everyday wardrobe.

We’re named after a true vintage icon too! Our brand’s namesake is our Designer’s Great Aunt Joanie, who enjoyed nothing more than curling up with a good book and a cup of tea.

As a female-fronted brand, our goal has always been to champion women with their own individual style - those who don’t follow every trend, are sentimental about clothing and use style to express their personality.

We’re fiercely independent, dedicated to making clothing that lasts and we put our customers at the heart of what we do.

We love creating clothes that make people happy. Whether that comes from a fun 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.

Attention to detail is our thing. Our small but mighty team has heaps of experience in designing, fitting and sourcing garments. Our job is to ensure our pieces feel great, flatter and fit well. We don’t believe in style ‘rules’, so our full collection is available in UK sizes 8-22.

A lot of thought goes into our designs - and that goes for sustainability too. 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, that’s affordable too.

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.

Happiness comes in Joanie bags.