Philosophy

We choose to use recycled down in our jackets- even if it is a little more expensive. We choose fluoride-free water-repellent, even if we must explain to our customers that it will wear off a little quicker. We choose organic cotton, responsible yarn and recycled wool- because we want to make a positive difference. Having said that, we also know that buying fewer clothes and keeping them longer are the most important steps you can take to reduce the ecological footprint of your wardrobe. For this to be possible, the clothes must be durable, versatile — and something you want to wear!  

DESIGNED TO BE LOVED

There is no denying that aesthetics enrich our lives! We strongly believe in making clothes you will want to wear. If you love your clothes, you will wear them and care for them. A JOHNNYLOVE garment should have a flattering fit, a good feel and something interesting about it. We strive to make design that is timeless — yet stands out.

FUNCTIONAL FASHION

Design is not pure beauty; it is also about functionality and versatility. Clothes should allow you to live your life — whether it rains or snows, whether you are working in the office or the garden — or attending a concert. The fashion industry likes to tell you that you need a range of different clothes for different occasions. We believe in making clothes that work for a range of settings, both in terms of style and function.

OBSESSING ABOUT QUALITY

Evidently, for the clothes to last, they must be of good quality. This is true both for the components that make up the garment (the textile/yarn and trims) and the way they are assembled; the stitching, dyeing and knitting. We have developed long-lasting relationships with a selection of textile suppliers, mills and producers to ensure the quality of the end-product. New designs and solutions are thoroughly tested and reviewed at our design office, and we have near daily communication with our producers and quality checkers. 

PUTTING MATERIALS TO THEIR RIGHT USE

At JOHNNYLOVE, we value the art of using the right material in the right piece. Take polyester, for example. We use recycled polyester for a share of our outerwear — because polyester fabric is long-lasting and its color will not fade. Your jacket will stay sharp for years to come, which makes you less inclined to buy a new one! The polyester fabric used for our outerwear is made of very smooth filament thread, thus it does not shed microplastic, which rightly is a concern with polyester in general. On the other hand, we will never make a polyester fleece garment, recycled or not! The shredded surface of fleece (which is made to make it warmer and softer) means it sheds a lot of microplastic, particularly when washed. The older the fleece, the more microplastic it sheds. Polyester fleece is made to mimic wool but lacks most of the wool’s magical qualities. In other words, polyester can be a good choice for some products, and bad for others, both in terms of functionality, durability and the environmental effect. This is our know-how after many years, and something that sets us apart from many other brands.