ABOUT
JOOSTÉAM
HISTORY
JOOSTÉAM is a Russian knitwear brand founded in 2019 by Yulia Domogatskaya. When Yulia studied brand management in fashion after receiving a diploma in economics, she got inspired by Lyudmila Norsoyan’s lectures on the most promising nanotechnologies in knitwear and decided to mix the spirit of traditional craftsmanship with cutting-edge innovations.
A multitude of creative experiments and bold ideas eventually gave birth to the brand JOOSTÉAM. Intuitively, it promotes individuality as its key value through handmade embroidery and customized items.
JOOSTÉAM goes well beyond ordinary and mediocre clothing to reveal the real strengths of knitwear: elegance, grace, natural beauty and noble stance.
Thanks to modern approaches, knitwear makes us feel warm, cozy, relaxed and safe while also showcasing its authentic beauty and great variety of meaningful shapes, textures and silhouettes
PHILOSOPHY
The core idea behind JOOSTÉAM is vibrant individuality expressed through natural beauty, femininity, meticulous handwork and exquisite embroidery that creates really unique look and feel.
Getting power and inspiration from the beauty of flora and fauna, JOOSTÉAM uses embroided images of flowers, animals, birds and insects to praise their natural perfection.
Handmade embroidery, which makes this brand stand out, gives a personal touch of warmth and coziness to turn each piece of clothing into a unique piece of art.
The brand also keeps focus on sustainability. Cashmere clothing must not be a kind of consumables — that’s why JOOSTÉAM strives to extend the service life of its products while also preventing overproduction and conspicuous consumption.
VALUES
Individuality is a natural gift that each of us can enjoy. However, society, global trends, media, and social changes often make us lose touch with ourselves and imitate the behavior that others expect from us. JOOSTÉAM believes that individuality is the key value, when it comes to finding inner harmony and peace of mind.
Femininity, nobility, power, naturalness and freedom are all the priorities that help our brand.
VALUES
Individuality is a natural gift that each of us can enjoy. However, society, global trends, media, and social changes often make us lose touch with ourselves and imitate the behavior that others expect from us. JOOSTÉAM believes that individuality is the key value, when it comes to finding inner harmony and peace of mind.
Femininity, nobility, power, naturalness and freedom are all the priorities that help our brand.
UNIQUENESS
JOOSTÉAM takes a very special approach regarding knitwear.
Our factory workers are one of the most seasoned Russian experts in premium knitwear — they really know how to process cashmere, mohair, and the so-called fancy knitwear using professional drying and washing equipment. Delicate fibers are very sensitive and thus require profound knowledge and excellent skills that are rare and hard to master. It is not enough just to use high-quality and expensive Italian cashmere — it must be properly handled as well to reveal all its strengths and visual perfection. That’s why our masters always share their unique experience, observations and technologies with each other.
At JOOSTÉAM, we consider knitwear a living creature with its own uncertain temper. It is our attitude that really makes difference and creates competitive advantages of the brand: perfect silhouettes, incredible lightness, comfort and durability, as well as ideally gentle and fluffy textures.
Fine handmade embroidery helps images from the limited collection of the brand look unique, touching and a little bit ironic: all these cute frogs, snails and other creatures are so nice thanks to vivid colors, inner harmony, balanced features and ideally symmetric contours.
