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From humble beginnings at the Paddington Markets in 2000, the Shona Joy brand has continued to grow and evolve. Each collection embodies a neutral colour palette and natural fabrications that signify a clear Australian identity - always with a hint of signature 70s bohemian glamour. Shona Joy strives to create pieces that transcend any season, occasion, day or evening and look just as glamorous in heels or bare feet. Based in Sydney, Australia - Shona Joy is powered by a close-knit team, led by Shona and grounded by a mutual love of designing for real women and creating dresses for celebrating life in.
Shona Joy has made active effort to make a positive contribution to the world, aside from fashion design, both for people and the planet. As a brand, Shona Joy We doesn’t believe in disposable fashion and always takes great care through the design process, with a mission to design the pieces that will be treasured as part of your wardrobe forever. Below you can read more specifically about some of the conscious efforts being made by Shona Joy to protect the world.
Shona Joy has replaced disposable plastic garment bags with a recyclable version and are in the process of phasing out plastic mailers, replacing these with home compostable versions. They’re also working on a roadmap to offer more clarity around decision making and transparency in their processes as part of their commitment to always seeking areas for improvement, and to ensure they are keeping the community informed.
Shona Joy has an ongoing partnership with the SEABIN Project- a global technology that has collected 1.8 million kilos of garbage and plastics from our oceans to date. Visit their website to find out more: https://seabinproject.com
Shona Joy has made moves to replace the most widely used fabric in their business- Viscose- with an eco-conscious version using a new fabrication called LENZING™. They aim to be fully transitioned by mid 2021.
SurfAid is a not for profit organisation committed to improving the health and wellbeing of mothers and children living in isolated regions. To support the incredible work of SurfAid's Women & Children Program, Shona Joy has curated a capsule collection of easy wear linen outfits, designed for the Australian Summer, named SJ X Surfaid. For every garment sold from the SJ X Surfaid Capsule Collection, Shona Joy will be donating $10 to SurfAid
WOMEN SPORT AUSTRALIA
Women Sport Australia (WSA) is the country’s peak national not-for-profit organisation committed to creating equal opportunities for women and girls in sport. Shona Joy has partnered with Women Sport Australia with a committed donation of $5 for every garment sold from their SJ Sport Collection.