Fashion
Joey Clothing opens flagship store
The beautifully designed flagship store offers shoppers a unique experience with racks of Joey’s signature ‘Happinesswear’. Each piece is crafted from the finest, lightweight fabrics in pleasing colours and patterns, designed to uplift spirits and ensure comfort and style. Joey Clothing’s designs are tailored to fit the Sri Lankan body structure and shape, providing unique styles, cuts, and fits.
This brand was founded by Rashmi Wijekoon, inspired by her personal journey. Reflecting on her postpartum experience, Rashmi shared, “After giving birth to my son, I struggled to find clothes that were comfortable, stylish, and made me feel confident. This challenge led to the creation of Joey Clothing, transforming a mere idea into a reality.”
Launched online over half a decade ago, Joey Clothing quickly grew as women across Sri Lanka resonated with the brand’s promise of stylish, comfortable clothing. The organic growth of the brand highlights the happiness Joey Clothing brings to its customers. Rashmi’s authentic connection with the brand, combined with minimally styled lifestyle shots, has helped Joey Clothing stand out in the market. The increasing number of new and returning customers highlights Joey as one of Sri Lanka’s premier and emerging local female fashion stores.
“All I aimed to do was create something for all women—designs that were on-trend, stylish, and allowed them to feel comfortable throughout their day,” Rashmi explained. “The overwhelming response and the growth of our customer base confirmed the real need for such clothing. This led to the establishment of our online store and now the opening of our flagship store.”
The concept of ‘Happinesswear’ is embedded in every aspect of Joey Clothing. Each design is crafted for ease of movement, using premium lightweight fabrics ideal for Sri Lanka’s tropical climate. The bright patterns and colours are designed to evoke the essence of island life. Joey Clothing ensures that women feel comfortable and confident through all stages of life.
Joey Clothing is also dedicated to uplifting local communities by employing individuals in the production and manufacturing processes. The brand is 100% homegrown, empowering local men and women and providing livelihoods that enhance their lives and the lives of their families.
The flagship store’s vibrant yet minimal design sets it apart from other retail spaces in Sri Lanka, offering an inviting atmosphere to experience the joy of Joey Clothing in person. Customers can explore a wide selection of the brand’s collections available for purchase.
From excelling at Colombo University to running one of Sri Lanka’s upcoming clothing e-commerce stores, Rashmi Wijekoon continues to lead Joey Clothing’s organic growth both online at www.joeyclothing.com and now in-store. Shoppers can visit Joey Clothing’s store in Battaramulla or the new flagship store in Colombo 05.