Joy Craig is a sustainable brand utilising creativity as a catalyst for change. What started off as a lockdown project with vintage tailoring, the brand has offered a shifting perspective on upcycled clothing with its luxury aesthetics.
Craig aims to inspire the love for a single garment, by prolonging its life and almost treating it as a hollow sculpture. Re-moulding and reworking this sculpture into something new by utilising even the scraps and offcuts. Therefore she sees her customers as almost art collectors preserving the art of fashion, treating their Joy Craig Studio pieces as an object of beauty to be worn and cherished for years to come.