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Winter is coming – and we cannot wait! Two years ago, Joha, the well-loved Danish childrenswear company known for its topquality wool and cotton products, created Joha Women’s Wool. Scan Magazine tested the new collections. By Signe Hansen | Photos: Joha

Wool undergarments may not be the first thing on most women’s wish lists for Christmas. But perhaps it should be, because once you have tried the super soft, warm and surprisingly flattering pieces from Joha, you will regret it every time you venture out without it. Not only are the tops, briefs and t-shirts ridiculously comfortable; the cut is seamlessly elegant and, thanks to a mix of wool and silk, many pieces are just as comfortable on warm as on cold days. Moreover, everything is made according to the same four

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principles that have guided the production since the company’s inception in 1963: quality, practicality, comfort and ethical business conduct. What this means is, amongst other things, that Joha never buys wool from mulesing sheep, always maintains the strictest standards when dying fabrics and uses organic materials as far as possible. “We don’t just care about the welfare and comfort of the people who wear our clothes, but also very much about the animals that

make them. Although we think about it less, the treatment of animals in the clothes industry is just as important as animal welfare is in the food industry,” says Kristine Frølund Johansen, who is, together with her husband Michael, the third generation of Johansens to run Joha. Style and versatility Having worked within the company for years, Kristine and Michael have ensured that the company’s established ethics and business model have been respected and maintained, while at the same time new ideas and innovation have been allowed to flourish. Among the new initiatives are the womenswear collections, the first of which was originally created exclusively for the Joha sales representatives.

Scan Magazine, Issue 81, October 2015  

Promoting Brand Scandinavia. Featuring interview with Swedish singer Ane Brun.

Scan Magazine, Issue 81, October 2015  

Promoting Brand Scandinavia. Featuring interview with Swedish singer Ane Brun.