Hello, and welcome!
Joost, a fashion designer, and mixed media artist. I hope you are here, as I am, because you love both fashion and the people who make and wear it. On my site,
you won’t find solely unique, sustainable art fashion objects — you’ll find an
attitude. An attitude of creativity, optimism, and a desire to rewrite
the rules of the fashion industry to create a more sustainable, inclusive, and
beautiful future. It’s well-known, by now, that the fashion industry is one of
the most unsustainable systems in the world, both socially and environmentally.
As participants in the industry, we all have a role to play. As a designer, my
role is to create a fashion future that celebrates creativity over
exploitation, that links individual attitude to individual style, and that
actively contributes to a sustainable way of life. In my art and my design
practice, everything must have a purpose. Same goes for our clothes. What we
wear is a visual language that we use to build a bridge between our internal
and external worlds. It expresses our inner mind while communicating who we are
to others. The true beauty of fashion isn’t just the design, or a model, or an
idea of “perfect,” it’s the harmony that the wearer can create by expressing
themselves authentically through their clothing. That harmony involves not just
wearing clothes but understanding how they are produced and sold. Who benefits
or who is exploited? We must seek harmony in our choices, and not hedonistic
overconsumption driven by the desire for the next best thing, for some version
of perfect that isn’t us. True happiness, harmony, and authentic expression can
be found in fashion choices that prioritize our planet and the people who
create our clothes as much as our own desires.
A little bit more about me:
After graduating with a degree in fashion design from the Estonian Academy of
the Arts, I worked with the Vivienne Westwood fashion house in London before
returning to Estonia to work with prominent Estonian designer Ivo Nikkolo,
where I was head of the design department. At the same time, I established my
own eponymous fashion line. My designs have been featured in Vogue Italy, Vogue
UK, and WHERE ELSE. I have had shows during several fashion weeks and shown my
artwork in exhibitions around the world.
to be continued...