Since it’s inception in 2001, JOIE has successfully filled a void in the contemporary market. Unlike other brands, which are classification driven and offer single items such as denim or graphic tees, JOIE provides the modern, fashion savvy customer with a global wardrobe. Though the company got its start with signature cargos, today it’s best known for offering feminine tops, dresses and cashmere sweaters. The JOIE concept has always been “Casual, Comfortable and Luxurious.” Therefore, each piece that is designed encompasses a balance of these three key elements…one cannot exist without the other. Headquartered in a loft in downtown Los Angeles, Serge Azria’s goal is to continue in JOIE’s success while progressively evolving the brand.

Serge Azria is familiar with accomplishment. As CEO and head designer of VESBCBG footwear he led the company to an outstanding growth of $35,000,000 to $100,000,000 in only 2 years. In 2004, while enjoying the challenges he faced in design and in management, Mr. Azria accepted the offer to purchase a portion of the contemporary line JOIE. With great success, he then became sole owner and Creative Director in 2007.

The JOIE collection is understatedly chic. Constantly inspired by Southern California, its casual yet sophisticated way of life is translated directly into JOIE designs. The JOIE girl enjoys wearing casual, comfortable clothes accented by luxurious fabrics and details inspired by her travel throughout the world. Both modern and timeless in its appeal, the JOIE aesthetic draws its influence from vintage creations while successfully maintaining a fresh approach to fashion.

JOIE’s corporate expansion over the past eight years has been rapid and strategic growing at an annual rate of 20-25%. JOIE has established showrooms in New York and Los Angeles to accommodate the increasing distribution outlets in each of these major markets. The JOIE brand holds a global presence in prestigious department stores, specialty shops, as well as a free standing JOIE boutique in Paris’s esteemed Galeries Du Palais Royal which opened October 2009 and a flagship boutique in New York on Madison Avenue opened May 2011. This worldwide expansion has paved the way for the launch of new product categories including JOIE Shoes in spring 2007, Soft JOIE in spring 2010 and JOIE A La Plage for resort 2010.