It’s not uncommon for Victoria’s Secret models to join forces with activewear brands for new collections, but two of them just decided to start their own. Josephine Skriver and Jasmine Tookes joined forces for Joja, a new activewear brand that does a perfect job mixing fashion and fitness together.
If you’ve been closely following the duo’s careers, the launch of their activewear brand won’t surprise you. They started a joint Instagram page under their nickname Joja all the way back in 2016, often sharing photos and videos that show them working out by each other’s side.
Launching their own sportswear brand seemed like a logical next step for Skriver and Tookes after over five years of sharing their fitness journey with the world.
“We’ve always been very inspired by fashion and also very inspired by fitness, so we thought it’d be really fun for us to come together and build Joja as a brand, to combine both fashion and fitness together,” Tookes told Page Six.
They started teasing Joja back in December and officially launched it on February 2nd, making all the products available on their official website. The first drop includes eight activewear styles, featuring sports bras and leggings in the two-tone colorway, allowing you to coordinate your activewear with your workout buddy.
