Joie, a contemporary women’s line, is set to open the doors of their first ever U.S. flagship store today on 1196 Madison Avenue between 87th and 88th Street.
Based out of Los Angeles, the company embodies bohemian classics like flowing maxi dresses, linen pants and strappy leather sandals. The company began in 2001 with its luxurious cargo pant which has become a staple in their line. In 2007, Joie was purchased by Serge Azria, brother to BCBG’s designer Max Azria, and continued to infiltrate the market by incorporating a footwear line and the more casual but ever chic Joie Soft line. The new boutique will be carrying all lines.