‘Joey Clothing’, a leading Online Fashion Brand, opens its flagship Store at Isipathana Mawatha

‘Joey Clothing’, the women's clothing brand known for spreading joy and happiness to women's wardrobes all over the island, is excited to announce the grand opening of its flagship store on June 16th, 2024. The store is located at 109 Isipathana Mawatha, Colombo 5 and will welcome shoppers into its doors for the first time to enjoy the beautifully designed space with racks of Joey’s signature ‘Happiness wear’.

The launch was celebrated in style with an exclusive high-tea event and a runway show that celebrated every kind of woman amidst the presence of trendsetters, fashionistas and influencers. The show included loyal customers as the runway models who wore ‘Joey Happiness wear’ that made them feel joyful.

Joey Clothing (brand) was founded by Rashmi Wijekoon, she recalls the weeks and months after giving birth to her son where she struggled to find comfortable and stylish clothing that made her feel confident and happy in her postpartum body. ‘At that time I was finding it really hard to find clothes that fitted me well, were flattering, made me feel good and kept me comfy as a new mum, it was in that season that Joey went from just being an idea or wish to an actual collection of clothing’, explains Rashmi.

From there Joey grew rapidly as other women who shared the same sentiments about the lack of good-looking, comfortable clothing, discovered Joey. The organic growth of the brand is a testament to the happiness Joey Clothing brings to any woman that experiences its designs and fits. With Rashmi as the very real and relatable face of the brand and the use minimally touched lifestyle shots, Joey has and continues to set itself apart. The growing numbers of new customers and return-customers has led to Joey becoming one of Sri Lanka’s leading online fashion stores, something that Rashmi had never dreamt would happen, ‘all I wanted to do was to create something for all women, designs that were on trend, stylish, and allowed them to get on with their days in comfort, ‘happiness wear’ as I call it now, only once people started to place orders I realised there had been a real need for it. The online store was established out of this need and now the flagship store opens its doors too.’

The term ‘Happiness wear’ extends to every facet of Joey Clothing as each design is carefully constructed using patterns and cuts that allow for ease of movement and made using premium lightweight fabrics that make it "climate happy," in the tropical weather of Sri Lanka. Furthermore, the fabric patterns and colors are always bright, making it ‘island happy’. The styles are created with every woman in mind and to ensure that they feel comfortable and confident through each season of womanhood, ensuring it’s ‘body happy’, factor.

Additionally, Joey Clothing is committed to uplifting the lives of many within our communities by employing them in the production and manufacturing process of the clothing line. The brand is 100% homegrown and empowers women and men in the local areas providing them with a livelihood that creates a better life for themselves and their families.

So for every woman out there looking for clothes that just make you feel HAPPY, whenever and wherever, it’s now easier to access Joey’s collections. The aesthetically pleasing flagship store stands out from other retail spaces in Sri Lanka with its colourful yet minimal design and is the perfect place to experience the joy of Joey in person, with a wide selection of the brand's collections available for purchase.

From being at the top her class at Colombo University to now running one of Sri Lanka’s best ecommerce stores, Rashmi is forging a path of her own, following the hearts of her customers and leading the continued organic growth of the brand both online at www.joeyclothing.com and in store.