When I started Jovve in 2010, the goal was to provide high quality, European-inspired clothing that was both stylish and reasonably priced. While growing up in the UK, I developed an early appreciation for the relationship between a man and his wardrobe. Midway through my college education I began to develop my own, personal sense of style. The more I learned, the more confident I became. This confidence gave me the courage to take more chances, both in fashion and in life.
I watched for years as my friends dropped out of college or changed their emphasis because they didn't understand what they wanted. I saw recent graduates quit their jobs and return to school because they hated their work.
I began to wonder if perhaps this cookie-cutter life wasn't right for me. Maybe I didn't need to follow a predetermined path to success.
So I asked myself: What I would do if money weren't an issue. If I were financially stable for the rest of my life, what would I want to do? I realized immediately that my dream was to start a clothing line. So I did.
I approached a couple of my closest friends and suggested bringing them in on my vision. A few months later we began design and production. Since that point, ever since I decided to pursue my passion and stop waiting until I had a check in every possible box, I have been amazed by the overwhlelmingly positive response.
For me it is simple: design clothes that I want to wear, and have fun doing it. Jovve isn't about making money or getting famous. We got into Jovve because we wanted something that wasn't available, so we went out and made it. That is what Jovve is all about; it's about having the awareness to identify what you want, and the confidence to go out and get it.