"The seamstress, La Mería, the family workshop, artisans ... That is for us sustainable fashion": Jo Sephine, the Atlantic inspired clothing brand
ModaMaría Asín and Mila Gracia are the tandem that have given life to this fashion brand inspired by family, the sea and with quality fabrics as protagonists.
By Marta Martínez Tato
María Asín and Mila Gracia studied Design together but it was not until a few years later, in 2018, when they met again and decided to embark on this adventure together. Jo Sephine is the point where her childhood memories meet, her creative universe and her passion for fashion made as before with the Atlantic sea as a link. The Atlantic of the summers of Cádiz, in the case of Mila, and that of the beaches of Biarritz in that of María, but the sea after all: “It is the south of Spain and the south of France... The light, the sun, the colors, the food, the relaxed and familiar lifestyle. We are both united by the same aesthetic and family principles and those two people who marked us so much gave the name to the brand", they explain, recalling two fundamental figures in this adventure: María's mother and Mila's grandmother who, curiously They were both called María José and had Josephine as their family or stage name. They have not only given the brand its name, but are one of the creative pillars of the firm, the family and the memories associated with it. Those memories of the past are also what give Jo Sephine's garments that vintage patina.
The ultimate goal is that this creative universe serves to dress on a day-to-day basis, achieving versatile collections that last many years in the closet: “The important thing for us is not to classify ourselves as romantic, classic or urban… our style is very eclectic and we want our clients to have the perfect 70s dress, the most beautiful jacket suit you can imagine or the flowery dress with the most spectacular print that you will want to save for your daughters”.
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A large part of the secret of their success is the importance they give to the raw materials they work with, “our suppliers are traditional, lifelong companies that have evolved and adapted to the market. We are very lucky that we don't have to go very far to find magnificent fabrics that have always been there, such as wool, cotton, silk... They are noble materials that are beautiful in themselves, so we don't usually experiment much, we would say that we try new mixes , but always between 'a, b and c'. In Europe there is a great textile tradition where crafts coexist with the most innovative techniques and, in addition, you have the peace of mind of knowing that the environment and people are protected. Every season we try to incorporate a new supplier, but if it were up to us we would never stop, it is a world that fascinates us”, they confess.
Suppliers are the first point in the chain of people with whom they work and who give shape to that sustainable fashion brand philosophy that they understand and which is "the seamstress of a lifetime, the neighborhood haberdashery that sells the buttons, the family workshop in the province, the artisans, the pattern maker... It is the chain of people with whom we work and talk every day. For us, sustainable is local fashion (physical and human) where we all have an important role to 'sustain' a structure, where the fabrics are produced in the neighboring country, the environment is protected, the pace of production is not crazy and the designs are meant to last for generations, and all of this was already invented.”
What María and Mila regret is that this is what is seen as something exceptional and costs triple. An effort that they see rewarded by the good reception that their clothes have. Some designs valued not only in Spain but also in two very distant points, but that share his fondness for Jo Sephine, such as the United States and Japan: "The truth is that these points arose without looking for them, Japan through a friend who had a good experience and encouraged us to try and the US stores contacted us directly and we worked very well there. We have more and more clients from these countries, they highly value Spanish quality and design and we are very proud to reach them”. They confess to us that Europe is the next step, the territory yet to be conquered, but without rushing, "we want to do it very well and have a good structure first and that takes time and filming."
In Jo Sephine there are two creative directors and even so, they say, there is no ego fight, something they admit is “great luck” in a job like this. Having the same perception of fashion, that each one has their own place and the same dreams to take their brand wherever they want is the engine that moves them. They already have their own style, with a preferential place among their clients and all those who discover their timeless designs and that is the best basis for getting where they want to go, "who knows, having your own store in a very special place would be a good dream..."