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LOVJOI – sustainable down to the smallest detail

Two sustainable fashion brands with an XL portfolio from fashion to (sexy!) underwear, jeans with contemporary cuts and a swimwear collection (from 2021) - whoever believes that the sustainable commitment of LOVJOI founder Verena Paul-Benz would be exhausted, he is wrong. The visionary Swabian woman's expansion course is far from over.

Actually (as it is so often the case in the sustainable industry) Verena worked for a company that is anything but sustainable. She turned away from her job as a marketing expert at an automobile manufacturer in order to put her commitment to the organic sector. Her first stop: an organic supermarket in her Swabian homeland. The 23-year-old redesigned it according to her own ideas three months later with the help of a start-up credit. The vegan already had the issue of conscious consumption at the time. But for a long time she bought her clothes from conventional brands. In order to offer fashion according to her own ideas, she founded her vegan label LOVJOI in 2014.

Design meets Sustainability – made in Riedlingen

Good to know: In order to put her demands on her developments for her own label on a solid base, Verena actually wanted to study at the fashion school at the same time as the company was founded. But she overturned this plan and quickly developed a cooperation with the Laizer fashion school. Three students worked with pure organic materials financed by Verena for their graduation collection. In exchange, she was allowed to take over the cuts. One of these graduates became her first LOVJOI employee.

Only what is sold in advance is produced.

The LOVJOI journey finally started with sustainable T-shirts. But the first big LOVJOI collection wasn’t long in coming. Since then, Verena Paul-Benz has consistently continued her expansion course on the fair fashion market and has created a small fair fashion empire.


The LOVJOI motto? Future is fair.

Eco-Underwear was launched in the spring / summer 2019 season. The claim? Sustainable down to the smallest detail. The sexy idea of ​​the Intimates series, which should clearly stand out from the organic cotton classic, can be seen at first glance. Lace (made from recycled nylon), nifty non-toxic and silicone-free bras (up to size 85D), playful camisoles. Particular attention is paid to the range of sizes. From size zero to plus size and special styles for different needs, everything is in the Intimates program because body positivity is (not only) an important topic in Riedlingen. They work with recycled production waste and natural materials that come from controlled organic cultivation (e.g. organic cotton) or from sustainable cellulose regenerates such as Tencel.

For me, sustainability today is defined by the factors of ecological cultivation, social delivery conditions, regionality and vegan materials. Verena Paul-Benz in Style in Progress

With the autumn / winter collection of the same year, Verena added jeans to the portfolio in order to reduce the ecological footprint of denim. Not just like that. But in such a way that it meets her extremely high demands: The GOTS-certified LOVJOI jeans are dyed with natural indigo and equipped with ingredients such as recycled polyester, recycled sewing thread and zipper tapes as well as sustainable buttons and rivets. Is that it? Not at all, because 2021 will also see the expansion of the range: LOVJOI fans can now look forward to swimwear


With swimwear, LOVJOI now also makes mermaids happy.

All collections are created with attention to detail in creative collaboration with young designers. The German and Portuguese production facilities for the certified fabrics and ingredients are regularly visited. The feminine, casual jackets, trousers, dresses & Co. are sewn with the support of Syrian refugees who have already completed a tailor training in their homeland, in Riedlingen in Baden-Wuerttemberg near the Swabian Alb. That makes it even more special: Projects with musicians and artists are visible in the LOVJOI collections.


Twice as good. But far from the target.

Since 2019 Verena is also managing director of the sustainable streetwear brand ThokkThokk from Munich, which is combined together with LOVJOI under their holding company ConStella. The visionary businesswoman and mother’s plan? The development of further own brands under the umbrella brand ThokkThokk-Market in order to expand the range of products to include shoes, jewelry and home textiles.

The LOVJOI team is driven by the common vision that results from social and ecological responsibility. Consistently transparent from the first sketch to the dispatch of the finished products.

Awarded the PETA Vegan Fashion Award 2020

More about LOVJOI. Click here