Retailers — and Kardashians — are snatching up JoosTricot, the former blogger's line of colorful, vintage-inspired knitwear.
Photo: Courtesy of JoosTricot
"Looking back, I really am grateful for the 20 years that I worked in fashion," she says. "Everybody knew me and it was literally, like, 'Hey, I'm thinking of doing this line. What do you think? Will you look at it? Will you come and see it?' Those doors opened because I had all those contacts in my pocket.". Today, Revolve, Fwrd, Matchesfashion and Shopbop are among its stockists, in addition to its own e-commerce.
Joos is still in growth mode: "I would like to think of myself as the Benetton of the fitted sweater," she says. She envisions a retail concept featuring a full wall of cubes, each column housing a different color, each row a different style of sweater — "that's on my dream board."When designing new collections, Joos continues to take inspo from the past, while also incorporating feedback from retailers and thinking about the women who shop there.
"I'm constantly learning about new fabrications that we can make, yarns that we can use, prints that we can do, different stitches," she says. "I think I've got maybe three more years to go before I can say, 'Okay. Now I know who we are, what we do and what works.'" The pandemic has made it a little more tricky to navigate those next steps. She was planing to present during New York Fashion Week this September, but with the Delta variant putting a damper on travel, it became clear that the trip wouldn't be worth the investment. Joos is still financing herself, but would like to raise capital and hire more people. Collaborations with other brands are also on the horizon.
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