Dahan

Joe. Moroccan designer. He moved to Los Angeles when still a young boy. During the 1980s he designed his first collections, inspired by the New York characters in the film American Psycho plus a mix of African atmospheres. Then, the launch of Joe’s T-“shirts made him famous. In 1991, he threw himself into the jeans business, launching a women’s line. But big success arrived in Summer 2000, when Joe’s Jeans started to sell like crazy in Manhattan stores. The brand is owned by a large American firm based in Los Angeles with boutiques and showrooms in New York. The jeans have a low waist, legs slightly flared at the ankles, and a tight fit. They are light weight and ideal for Summer, with a vintage look. The Joe’s Jeans brand is, little by little, conquering the entire American market.