10_ScanMag_76_May_2015_Q9_Scan Magazine 1 06/05/2015 18:19 Page 57
Scan Magazine | Special Theme | Children’s Universe
Joha recently took over Danish brand Katvig, which makes adorable and ethical children wear in organic and recycled materials.
tomer suggestions, which they receive regularly via social media. To increase practicality, for example, most Joha products are now machine washable and dryable. “To do this, we’ve had to cut down on some organic materials for now, but these are sacrifices worth making in order to help out families.” The couple has an energetic four-year old son themselves, and they therefore appreciate that clothes must be easy to use and practical to avoid ending up at the dreaded bottom of the inevitable washing pile. “Joha’s aim,” Kristine explains, “is to make the clothes so comfortable you don’t even notice you’re wearing them.” The very first ones to try on Joha products are the kids who model the clothes at photo shoots. And, while children’s honesty can sometimes be brutal, one of the highlights at Joha is, says Kristine, when the young models immediately start playing around and getting their new Joha clothes dirty. “This shows that the item does exactly what Joha intends it to.” A soft touch The high quality of Joha’s Merino products ensures that the wool is fine and gentle rather than crass and itchy, and what is more, wool naturally works with the body to regulate temperature. The comfort of Joha’s woollen products are evidenced by the popularity of their sensitive skin range. In fact, Joha has even become a highly popular brand for premature ba-
bies. Besides, new products combining fine wool with silk, for instance, make for products that can be worn all year round. Another new product, to be released this autumn, combines the naturally sweat absorbing and allergy friendly qualities of bamboo with the warmth and comfort of wool. If you are still not convinced that wool is the right thing for your little ones, you can try out Joha’s products for yourself. Recently the company acquired the historical Hammerthor, producer of comfortable and practical adult undergarments in natural materials since 1893. One of the Johansens’ current projects is bringing Hammerthor underwear back to its purely organic origins. “There’s always something we can improve,” Kristine laughs. “The day we’re fully satisfied with the business is the day we should stop.” Joha’s clothes and underwear are sold in shops world-wide. Their website shows the locations of Joha retailers across the globe. If you live far from such a shop their multilingual staff will happily help you find alternative solutions to fit your needs.
For more information, please visit: www.joha.dk
Issue 76 | May 2015 | 57