Joanna Vanderpuije
a work of functional art
Photo: Joanna Vanderpuije
After numerous years of freelancing internationally as a print and fashion designer, Joanna Vanderpuije took the leap and started her own brand. Launching in 2017, she first created a capsule collection of screen printed womenswear and accessories. Today, the intention behind the brand is still evident in every piece she makes by hand: to create beautiful handcrafted, high-quality items that bring joy through color and print. Every piece is a celebration of craft and a work of functional art to cherish and last. Textiles are central to her work, and she loves exploring her heritage through print.
This year, Vanderpuije also found new ways to give back to the community by creating face masks with Ghanaian batiks. All profits are donated to charities close to her heart, and Vanderpuije vows to continue this act of giving back through future collections.
I connected with Vanderpuije to learn more about the creative process, inspiration, and success behind her growing brand.
Photo: Joanna Vanderpuije
On creating a one-of-a-kind experience for customers:
“All is handcrafted, from the screen-printing to the making. My collections are season-less and are launched sporadically. The latest collection of leather goods are hand-sewn and each product is unique to the owner. The prints use eco dyes and are modern, fresh, and playful. It's beautiful to see an element of 'hand' in a world where much is cheaply mass produced. I felt it was important to slow down the pace of fashion...I guess, I really took it literally!”
Photo: Joanna Vanderpuije’s Studio
Photo: Joanna Vanderpuije
On the demand and success of her collections:
“The screen printed shopper tote bags have been super popular and are all sold out. Then the clutch bag in the New Wave sparkle on vegetable tanned leather is always in demand. Smaller items like the keyrings and mini cardholders are great successes, too. I also started creating non-profit face masks using authentic handmade African batik fabric whilst in lockdown as a way to support and give back to my local communities and African businesses; all of the 'mark-up' goes to Black Lives Matter UK and the NHS (National Health Service). These all sold out in less than two days. I was sewing like crazy as they are all made-to-order. It was worth every bit of effort!”
Photo: Joanna Vanderpuije
On plans for the future:
“I'm working on a few new projects, collaborations, and products! The next few months will be about developing my range and bringing back some reworked classics. I'm planning another limited edition of the shopper tote bags with new prints, as well as developing the clutch bag. The rest you will have to wait and see.”
Keep up with Joanna Vanderpuije on Instagram for more.