Victoria’s Secret Models Launch Their Own Activewear Brand. – WWD

Jasmine Tookes and Josephine Skriver have partnered with their own activewear brand.

Active Joja

Models and best friends, Josephine Skriver, left, and Jasmine Tookes, are launching their own activewear line called Joja.
Photo Courtesy Joja / By France Duque & Jesse Rambis

Models and former Victoria’s Secret Angels are the founders of Joja, a Instagram platform they launched in 2016 as a way to share health and fashion tips while cultivating a sense of community. Starting Wednesday, this duo will expand and enter fashion startup arena with Joja’s ecommerce Open a store for business, offering a variety of workout options garment.

Friends who met backstage at fashion week over 12 years ago – and bonded over their shared fitness interests, health and lifting weights – said launching their own brand was a natural progression.

“Josephine and I wore the same thingany sportswear brand in the last 10 years and we’ve bought a lot of activewear brands and always found that we wanted to change one little thing,” Tookes told WWD in an exclusive interview. “Like, if this stitch done in a different way, or if the shape of the pants is another way, it will flatter everyone’s body much more. We actually kept tons of clothes over the years and really researched them, looked at them and said, OK, what would we do differently? And what do we do with the new market? So [the whole collection] just come very natural and organic. ”

Joja Activewear

Jasmine Tookes, right, and Josephine Skriver in Joja activewear.
Photo courtesy Joja

Skriver added that It is “super fun being on the other side of things. When we have to do [modeling] campaign, we usually just show up and have the whole team and setup. But suddenly, when it comes to being a producer, figuring out every moving part and remembering everything, I have a lot of respect for everyone I work with. There’s so much behind the scenes that they don’t really need to show us as models.”

That includes navigating industry-wide supply chain trends while rapidly gaining software to become designer.

“One of the main problems we’ve noticed is that everything can look great when drawn on paper, but when you actually go to model it or when you actually sew it, it doesn’t really come out. sharp. what do you think it will be,” said Tookes. “So we’ve had a lot of learning curves on what’s actually possible and what’s not.”

Joja Activewear

The first product line of the Activewear Joja brand comes in a variety of colors.
Photo courtesy Joja

The result is an inaugural 28-piece collection – ranging in price from $64 to $104 – of sports bra, leggings and combo sets in a variety of colors. Available in sizes from XS to 2XL and can be purchased at

Tookes points out that – unlike other activewear brands in the performance-based market Joja’s selections are more focused on fashion, and Tookes-Skriver does it with clarity. “If you see a girl walking down the street, you immediately know that it is a pair of Joja pants,” she said. “We’re doing it so you don’t have to feel like a sloth or something [wearing activewear]. It’s really, really cute and you want to wear it out for a walk in it and show it off. ”

In addition, Skriver said the puts the pieces together inspiring his friends to train together, like Skriver and Tookes.

Active Joja

Set from Joja’s activewear range.
Photo courtesy Joja

“In a costume [for example], the main color will be tan and will have white accents. And then another one [outfit in the set] have opposite colors,” she explains. “So you’re not like twins, but you’re acting like sisters when you walk into the gym. And it stands out and you feel like part of a team. The close friendship you get when you get to know your girlfriend [to an exercise routine], it’s like the motivation you get when you work out together. We want to bring that to the people who wear the clothes and in our community. ”

The founders say they hope to expand the category each year and eventually move to retailwhether in a wholesale or brick-and-mortar way.

“It would be the dream, to have our own Joja stores,” says Skriver. “With everything happening in the supply chain and self-funding, we will see how much we can generate. But we really, really want to expand this into a full universe. It will be more supplements and clothes and workouts [rather than ready-to-wear]so we can give you anything that can help you along your journey to becoming a better friend. ” Victoria’s Secret Models Launch Their Own Activewear Brand. – WWD


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