JoJa

JoJa, styled JOJA, is an American women's activewear label co-founded by the models Jasmine Tookes and Josephine Skriver, both former Victoria's Secret Angels. It started in 2016 as a shared fitness channel on social media and became a clothing brand in 2021, selling leggings, sports bras, tops, bodysuits and shorts online. The name reads as the first two letters of each founder's first name, Jo and Ja.

Two Angels and a workout feed

The founders came to the brand from parallel careers. Skriver was born and raised in Copenhagen, Denmark, and was scouted as a teenager. Tookes was born and raised in Huntington Beach, California, and, by the brand's account, was discovered at a showroom appointment while her mother was working as a celebrity stylist. Both walked for Victoria's Secret, and Wikipedia describes them as fellow Angels when it records that they co-founded JOJA together.

The first version of JOJA was not a product at all. In 2016 the two began posting workouts, health routines and training sessions under the joint name, building an audience of followers who wanted to exercise the way the models did. The brand's own history calls the clothing line "a natural extension of our social community," shaped by what that audience asked for. That order of events, community first and product second, is now a standard playbook for founder-led brands, but JOJA had five years of content behind it before it sold a single pair of leggings.

The 2021 JOJA launch and the range

When the activewear launched in 2021, it was positioned as premium activewear made to move through a whole day, and pitched to women who want training clothes that also work outside the gym. The brand's tagline for its makers is simple: "Made by women, for women."

The product names follow a fitness and golf vocabulary rather than the usual numbered styles:

• Fairway and Level Up leggings
• the Drive sports bra collection
• Inhale T-shirts and Exhale long-sleeve tops
• the Synchronized bodysuits
• shorts to match the main sets

Fairway and Drive both borrow from golf, a sport whose women's clothing has drifted steadily toward fashion. The bodysuit in particular is a garment that crosses the line between activewear and lingerie construction: a one-piece, close-fitting layer that relies on the same stretch fabrics and seam placement as shapewear.

Why a lingerie archive files it

The museum records JOJA because of its sports bras and bodysuits, which sit at the edge of intimate apparel. The sports bra has long since left the gym, and many shoppers now treat a supportive, wireless training bra as everyday underwear. Activewear labels like this one compete directly with lingerie brands for that drawer. The archive holds 38 products under the JoJa name.

Press and positioning

The brand lists coverage in Forbes, Glossy, Women's Wear Daily and Sports Illustrated Swim on its homepage, with Glossy calling it "a community-fueled brand." The museum did not read those articles directly and relies here only on the quotations the brand itself displays. The founders' modeling profiles gave the label a reach that most new activewear brands have to buy through advertising.

The brand does not publish where its garments are made or detailed fabric compositions, and the museum could not confirm either.

A final sale

In 2026 the JOJA homepage carried a banner reading "Final Sale Coming Soon." The brand gave no explanation alongside it, and the museum found no announcement of a closure or a sale of the business. The banner could signal a clearance before a relaunch as easily as an ending. What the record shows for certain is a label that grew out of two models' shared workout videos, turned that audience into an activewear line in 2021, and five years later was preparing to clear its stock.

Last updated October 7, 2026