Netta Mattila’s journey from a young enthusiast of fashion and vintage to the founder of Joo Vintage is a testament to her enduring passion and entrepreneurial spirit. Having resided in Berlin for nearly 13 years, Netta’s affinity for fashion and vintage blossomed at an early age, with her penchant for vintage clothing evident as early as twelve years old. While her childhood dreams leaned towards becoming a fashion designer, her professional path eventually led her into the realms of graphic design and photography. Before the inception of Joo Vintage, Netta established the brand “Oh Mini I am,” which she initially showcased at markets and through an online store. After a decade of shared ventures, Netta felt compelled to embark on her solo journey. The moniker “Joo Vintage” pays homage to Netta’s Finnish roots, with “Joo” translating to “yes” in Finnish, symbolizing her embrace of a new chapter in her life. The name embodies simplicity, style and memorability, aligning seamlessly with the ethos of the store.
At the heart of Joo Vintage lies a mission to provide an eco-conscious alternative for fashion aficionados seeking trendy vintage apparel, footwear and accessories. Netta’s affinity for Y2K trends informs the store’s primary focus, although it also boasts a curated collection of timeless classics, 90s pieces, and selected designer items. From affordable options by brands like Guess and Buffalo to individual high-end pieces from Moschino or Versace, Joo Vintage caters to a diverse range of tastes and budgets. The choice of blue as the store’s signature color holds sentimental significance, rooted in Netta’s affection for the trendy blue hues of the 2000s. Drawing inspiration from her past experiences, such as painting her bookshelves in this captivating shade, Joo Vintage encapsulates these early influences, creating a space that resonates with nostalgia and contemporary flair. For fashion enthusiasts eager to unearth preloved treasures, Joo Vintage is a haven of curated style and sustainable elegance. So, grab your favorite shopping companion and embark on a journey to discover your next beloved vintage gem at Joo Vintage.
Text & Photos: Luna Schaffron
Joo Vintage, Hobrechtstr.28, 12047 Berlin–Neukölln; map
Mon–Sat 13–19h
@joovintageberlin
