Joy Teiken, the mind behind the Joynoelle brand, operates out of Minneapolis, far from the traditional fashion capitals. Her Summer 2024 collection is inspired by the vibrant world of coral reefs, reflecting her dedication to both artistic integrity and sustainable practices. In this interview, Teiken discusses her unique journey, the influences behind her designs, and the challenges she faces.
Teiken’s work environment in Minneapolis provides a unique backdrop for her creativity, allowing her to stay true to her vision without the distraction of mainstream fashion trends. Her self-taught approach has shaped a distinctive path in the industry, where intuition and innovation lead the way. This collection, with its rich textures and thoughtful design, stands as a testament to her commitment to creating pieces that are both beautiful and responsible.
Q: How does working in Minneapolis, away from traditional fashion hubs, shape your creative process?
Joy Teiken: Working in Minneapolis allows me to stay true to my own design vision. I’m not looking at what others are doing, and the slower pace helps me stay centered. I’ve been able to create my own perspective separate from trends or what’s happening with fast fashion.
Q: What challenges have you faced as a self-taught designer, and how have you navigated them?
Joy Teiken: Being a self-taught designer has allowed me to work intuitively. I’m not stuck on the “right” way to do something. I just figure it out. I believe this has made me a more thoughtful and versatile designer.
Q: In what ways does your studio environment influence the creation of your collections?
Joy Teiken: I’m immediately drawn in creatively when I walk into my studio. It has a very old-world feel – high ceilings, jewel-toned walls, full-body dress forms, and lots of lush fabrics. People say it feels like a European studio with vintage things around, and the natural lighting makes everything glow.
Q: How do you approach the balance between artistry and wearability in your designs?
Joy Teiken: Because I start all my work through the draping process, working around the body or dress form, my things are naturally both artistic and wearable. I may create the textile, but it will be designed to be worn on the body, not to hide or change the body. I think this is what makes my pieces wearable.
Q: What sustainability practices do you incorporate into your design and production process?
Joy Teiken: I use dead stock and manipulate the fabrics I’m able to find by dyeing, shredding, and hand-working all within my small studio. This, along with my very low environmental footprint, adds to the sustainability of my work.
Q: How has motherhood influenced your work and your approach to running a fashion brand?
Joy Teiken: My son, who is now 16, grew up in my studio. When he was a baby, clients would hold him while I’d work on their hemlines. I’ve always compared owning my business to motherhood. You start them and help them grow, and when things go well, you step back and smile. When they don’t, you figure it out. There are ups and downs with both, but I’m happy I’ve been able to be both a mother and designer. It’s made me a better person and it’s helped me stay focused on what truly matters, which for me is a balanced, steady life.
Q: What was the inspiration behind the textures and color palette in the Spring/Summer 2024 collection?
Joy Teiken: With this collection, I took inspiration from the colors and textures of coral reefs. The natural palette of the ocean floor brought me to both the beauty and sadness of the place.
Q: How do you stay creatively motivated and inspired season after season?
Joy Teiken: It can be tricky to stay creatively motivated year after year, but that is why it’s important to have a balanced life where I take myself away from that creative brain-space and just be within my world of friends and family and nature. Only then can I step back into my creative world, but it always has to be at the right time for me.
Q: How do you decide on the fabrics and materials for each collection?
Joy Teiken: Fabric, and the manipulation of it, is the essential component for my work. It’s definitely more of a sculptural way of working since I may start with something and through the almost destruction of it, it’ll turn into something completely different.
Q: What role does community support play in the success of Joynoelle?
Joy Teiken: I believe the community I’ve been in has played a huge role in my success. The support of both my clients and the city and people of Minneapolis has allowed me to work at my own pace and create year after year.
Q: How do you envision the evolution of Joynoelle in the next five years?
Joy Teiken: I’m almost at a jumping-off place for my work since my son has become more and more independent, and I’ve become more open to new opportunities.
Q: What role do your childhood experiences at Eagle Lake play in your design philosophy?
Joy Teiken: Spending every summer on a lake – swimming, fishing, water skiing, making sand castles, catching frogs, and just getting bored without a television – allowed me to see the beauty of the world in a unique way. I believe it allowed me to be self-reliant and have confidence in my creative work and decisions.
Q: What advice would you offer to young designers looking to build a sustainable fashion brand?
Joy Teiken: My advice would be to stay true to your vision, but know it will take a lot of time and hard work to create a little piece of the fashion world. When I first started Joynoelle 25 years ago, I had a vision of being on the bigger world stage, but I have found I created the world that is best for me.
Teiken’s Summer 2024 collection for Joynoelle is a reflection of her journey, her values, and her dedication to her craft. It’s a blend of artistic innovation and sustainable practices, offering a unique perspective in the fashion world. As she continues to evolve both personally and professionally, Joy Teiken remains a distinctive voice in the industry, committed to creating meaningful and responsible fashion.
For more insights into Teiken’s work and Joynoelle’s latest collection, visit joynoelle.com.
Photography Credits:
@ardencorephotography
@angeliamakeup
@sophianochoiver
@kaceysouthwick
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