Friday, 1 July 2011

JOVEEBA is "One Of My Kind"



The S/S 11/12 Collection, “One Of My Kind” is the latest instalment in the Joveeba journey.

Designer and avid surfer, Alison Cotton recently discovered iconic surf photographer, Jeff Divine, and felt an instant connection to his work, sparking the inspiration for this collection. His images capture the true beginnings of surf culture in LA in the late 60s. That feeling of innate coolness, free spirited, effortless style that goes hand in hand with surf culture is what Alison wanted to infuse into this collection.

An eclectic mix of tie-dyed super soft cottons, organic prints, hand knot work and detailed beading add depth to slouchy silhouettes that are perfect for kicking back and watching the sun disappear into the summer sky. Pastel hues of chambray, lavender, and nude are accented with shots of citrus and tangerine, for a killer colour combination that references vintage surfboard artwork.


Dream catcher inspired ornamentation of dangling feathers and trinkets, knotted leather belts, hand cut brass cuffs and neck plates play back with striped tube skirts and sarong style dresses to take you from beach party to summertime soirée. This is Alison’s ultimate new season wardrobe. Welcome to Joveeba’s Endless Summer.








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