🏷️Brand profile: JOJU
JOJU is a luxury line of sun protective clothing
There are a growing number of brands offering sun protective clothing. To help you find the brands and products that resonate for you, we’re introducing a new feature today: the brand profile.
In this, our first in a series of brand profiles we will do over time, we are excited for you to get to know JOJU, a brand launched in 2022. We interviewed its founder, Valerie Schimel, via email and this has been lightly edited for clarity. We organized our interview around three themes:
Brand
Product
People
Let’s jump in — and please share any feedback you may have about this profile and format.
JOJU is a luxury line of sun protective clothing.
🏷️Brand
1. What is the origin story of JOJU?
JOJU was created to inspire people to enjoy the outdoors - safely & comfortably. We believe in the power of spending time in nature and the importance of protecting your skin. I created JOJU because I couldn’t find a sun shirt I liked. Everything on the market was seemingly built for fisherman, triathletes or older ladies. I wanted a comfortable, chic shirt I wouldn’t mind putting on for a walk and staying in all day.
2. Who is JOJU for?
JOJU is for hikers, tennis players, golfers, boaters, walkers, soccer parents, paddle boarders - anyone who spends time outside.
3. What is JOJU's brand positioning in the market?
JOJU is a luxury line of sun protective clothing. We pair top quality Italian fabric and European construction with fashion-forward design and technical excellence to deliver a quality product to a discerning audience. We’re built for shoppers who wear brands like Lululemon, Alo & Vuori.
4. What makes JOJU unique or interesting?
JOJU is created from Italian fabric and manufactured in Europe
We independently lab-certify each fabric to ensure UPF 50+ (max sun protection)
Our sun protection is native to our fabric & construction - it won’t wash out or fade over time
Our designs are flattering and fashion forward
Our shirts are sweat wicking and odor reducing
👚Products
5. Tell us about the products: the Laguna top, and the hat.
The Laguna is our iconic, “OG” JOJU piece. It is a beautifully cut long sleeved crew neck shirt with thumbholes (for hand protection). It is universally flattering & comfortable. Something you put on in the morning and live in for the day.
Our performance cap is the ultimate sport hat. It’s aerated (to keep you cool), waterproof and chic. You can throw it on for tennis and wear it all day.
6. What are the use cases? What are they well-suited for?
JOJU is built for outdoor living. Hiking, biking, walking, golf, tennis, boating, pickleball, paddle boarding, soccer mom-ing - any outdoor activity.
7. How have the products been received?
Our clients have universally loved JOJU. We’ve been blown away by the positive reaction. Women are loving the fit, function and feel of our shirts - and sharing with friends. Our clients are our best referral sources!
8. Are there any additional products planned? Any offerings for men or kids?
We’re launching men’s in Fall 2024, planning for kids in 2025.
👩🏻People
9. Tell us about yourself. You have an interesting background.
I am a third generation entrepreneur focused on creating, innovating and enhancing my community. In 2012, I founded (and continue to run) Munchkin Fun, Florida’s largest digital parenting publication. I’m a daughter, sister, wife and mom to three amazing children.
10. How did you come to start JOJU?
I started JOJU for an age old reason - personal need. I couldn’t find a sun shirt I liked. I love to spend time outdoors and I believe in the importance of sun safety (I have a history of skin cancer) - I searched the internet & stores for comfortable, flattering & functional sun shirts, but couldn’t find one I liked. Everything seemed to be built for triathletes, fishermen or an older “ladies who lunch” crowd. I wanted something chic and luxe to match the rest of my athleisure wardrobe - so I built it.
11. What was the process like?
Long and windy :). My background is in tech and journalism - I knew nothing about clothing, manufacturing or retail. I literally started by googling “how to make a shirt.” It’s been a steep, exciting learning curve. In full disclosure, we’ve wasted a lot of time and money along the way, but the end result is amazing - well worth all the time, effort and expense.
12. What is one piece of advice you would share with our readers?
Spend time outside - it’s good for your body, mind & soul. And protect yourself while you’re out there!
🛍️Where is JOJU available?
JOJU is available online at livejoju.com.
At the time of writing, the Laguna top is $89 and the Performance Sport Cap is $40.
🔗Social: If you’d like to see more, you can find JOJU on Instagram and Facebook.
Thank you, Valerie Schimel, for letting us share the JOJU story.
We hope you found this brand profile interesting and helpful. Let us know what you thought — and what brands you’d like to learn more about next.
Thank you for reading. If you know someone who could benefit from seeing this, please share.
Stay sun safe,
-CSP