Joken Style
Joken Style The New Mart Suite 607 (213) 612-0083 eme@jokenstyle.com
For the Joken Style showroom, the future is in music-inspired fashion—and it is in The New Mart.
After eight years of exhibiting in a 600-square-foot space at the California Market Center, Joken owner Eme Mizioch moved to a 1,200-square-foot showroom at The New Mart. She picked up seven new clients recently, and most of them have a music angle. There is pop star Avril Lavigne’s Abby Dawn label; ’80s New Wave– and metal-inspired Iron Fist; Wrap Up by VP bathrobes, which feature rock ’n’ roll animal prints; and the Nature’s Mistake X Looney Tunes line, which deconstructs Bugs Bunny and his friends with a punk-rock flair.
Mizioch focused heavily on music-inspired looks for her new showroom because irreverent 1980s styles are trending for 2012, she said. Yet if there’s one theme joining her 14 lines, it is that they are “low maintenance, with high-fashion style, and price driven,” she said. Wholesale price points range from $12 to $50 for most of her lines. Watch and accessories line Steinhausen wholesales from $200 to $600.
Most of Joken’s styles are based in Los Angeles. Apparel line Paulyesther breaks from the group by offering cocktail and nightclubbing dresses and tops. Despite the label’s name, few garments are made with polyester fabric. Rather, the principals of the line are named Paul and Ester.
Joken also represents lines Go East, FreakyDogPeople, L&L, Swag Like Us, Inphorm and MYVL, as well as accessories line Kate Mesta.—Andrew Asch
