Her first ready-to-wear collection was shown at London Fashion Week in 1998 and was subsequently bought by Barneys New York, Browns in London and by Via Bus Stop in Japan. Johanna’s ready-to-wear line continues to be well received internationally and is now stocked in leading select shops and department stores. Johanna’s design and stylistic essence is a fusion of opposing elements: rock n’roll bu
t sweet, modern with vintage, edgy yet classic, cool and romantic. The brand’s vision is to be a lifestyle brand that is relevant to the modern women, which in this day and age also means a gradual move towards ecologically responsible products. Johanna focuses on three areas of sustainable fashion; she uses sustainable materials, such as eco-yarn and recycled polyester, she uses zero waste design techniques and she reconstructs vintage items.
