A Family Story, Still in Motion
More than thirty years ago, Harold founded Josephine & Co. A fashion brand born from a love for the craft, an instinct for style and the belief that clothing is only truly right when everything comes together: the way it looks, the quality and the way it feels to wear.
The name itself tells a family story. Josephine & Co was named after Harold’s parents, Josephine and Jacobus. From the very beginning, family has therefore been more than simply part of the company; it has been woven into the identity of the brand itself.
Over the years, Harold gradually built Josephine & Co into a brand with a distinctive and recognizable signature. His knowledge, intuition and decades of experience continue to play an important role in every collection.
But a family story never stands still.
For around five years now, his children, Nicky and Pelle, have also been part of Josephine & Co. They grew up alongside the brand and experienced first-hand just how much care, work and passion goes into every collection. By observing, asking questions and, above all, learning, they gradually became more involved in the different sides of the business. Over time, they took on greater responsibility and developed their own roles within Josephine & Co.
With respect for everything Harold has built over more than thirty years, they are now adding their own perspective. New ideas, new energy and new ways of moving the Josephine & Co story forward, without losing the qualities that have made the brand so recognizable throughout the years.
The new generation behind the brand.
One of the first major projects Nicky and Pelle took on together was the webshop. What began as a new online platform has grown into the place where the Josephine & Co story comes to life every day. They remain closely involved in everything you see and experience online.
From the webshop and social media to photography, video and image editing, every element is carefully coordinated. Because you cannot touch or try on a garment online, we want to bring the experience as close to you as possible. Through true-to-life colors, clear information and imagery that makes fabrics, fit and details feel almost tangible.
Nicky translates the collection into imagery. She is involved in the development of the collections and is responsible for styling our campaign and studio shoots. There, she brings colors, fabrics and individual pieces together into one recognizable story. Her fresh, contemporary perspective is becoming increasingly visible in the look and feel of Josephine & Co.
Together with Nicky, Pelle ensures that this story comes across just as it should online. He works on the webshop, photography, image editing, video and social media, paying attention to even the smallest details in the way every item is presented. Everything should not only look beautiful, but also give an honest and accurate impression of what you will receive.
He also films and edits our videos himself. From a campaign in the mountains to a new piece in the studio, everything is created close to home, by our own team and with a genuine feel for the brand.
Behind every order or question, there is no anonymous customer service department, but someone from our own family. More often than not, it is Pelle who personally answers questions about an order, size or fit.
That direct connection is incredibly valuable to us. We hear how our customers wear and experience our clothing. By listening carefully, we can continue to improve our webshop and create future collections that are even better suited to what you need.
In a family business, work and family naturally become intertwined. We discuss collections, prepare shoots, help customers and make decisions together. Everyone has their own role, but ultimately, we truly do it together.
What began more than thirty years ago with Harold’s love of fashion is something we continue today as a family. With respect for everything that has been built, room for a new generation and confidence in everything that still lies ahead.
Rooted in family. Shaped by generations.