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The Amsterdam based J-B-J is the easy-going menswear spin off brand from Jupe by Jackie. Initiated by Julien Villevoye in 2016 J-B-J pays respect to the unique art of Indian embroidery in a spirited ready-to-wear collection.

J-B-J’s designs made out of the finest Japanese materials create a cheeky, laid back creative spirit that is highly wearable in today’s society.



Every single J-B-J piece is hand embroidered in India. The craft of the master hand embroiderers is passed on from one generation to the next, a centuries-long tradition. It takes a young men nearly fifteen years to become a professional: like a football player or ballet dancer, his childhood is devoted to learning this intricate craft.

J-B-J’s objective is to support and further nourish the mindful and time-consuming process of hand embroidery and its heritage, particularly in today's world, where quality is often neglected for the sake of quantity.



United Arrows

An inspiring and long-lasting friendship between J-B-J and Japanese style icon Mr. Kurino is the catalyst of J-B-J's collaboration with renowned United Arrows.

The first capsule collection consisted of jackets, pants, waist coats and shirting. It was widely praised and became the start of a continuous collaborative fashion project. The collaboration was launched during the Tokyo Tweed Run and lasted for two seasons under the name JBJ PJ.