MSN: Joy Teiken of Joynoelle: Pioneering Fashion's New Frontier in Minneapolis

As the fashion world continually seeks fresh landscapes, Minneapolis, a city more renowned for its musical heritage than its sartorial offerings, is emerging as an unexpected but vibrant fashion locale. Spearheading this stylish revolution is Joy Teiken, the mastermind behind Joynoelle, who is boldly reimagining fashion far from the traditional capitals of glamour.
Joy Teiken is an original. Her atelier, nestled in the heart of Minneapolis, is a fusion of art and fashion, where each creation is a narrative in itself. Teiken's journey to establishing her brand in a non-traditional fashion city has been a path less traveled, marked by both ingenuity and resilience. By anchoring her atelier in Minneapolis, she defies the notion that fashion's heart beats only in cities like New York or Paris. Instead, she proves that creativity and innovation can blossom anywhere, and she’s reshaping the fashion map.

MSN: What challenges have you faced in the fashion industry, and how have you overcome them? 
JOY TEIKEN: My biggest challenge has been my location. Minneapolis has a vibrant design and art community but isn’t known for its fashion. It’s been a perfect community to raise my son, with amazing public schools and a quality of life. And I’ve been able to create a small business with a lot of community support. 
The essence of Teiken's design philosophy is rooted in uniqueness and meticulous craftsmanship. Each piece she conceptualizes is not merely a component of a collection but a standalone. The textural richness of her designs, highlighted in photographs here by Gentl and Hyers, showcases her commitment to intricate detailing and an unparalleled aesthetic. Her design techniques, ranging from hand dyeing to fabric manipulation, are not just methods but a dialogue between the designer and her medium, allowing her to imprint her vision onto every creation.
Teiken's transition from sculpting clay to shaping fabric has endowed her work with a distinctive three-dimensional quality. This artistic background informs her approach to fashion, where she treats fabric not merely as a material but as a canvas for her imagination. Each alteration and embellishment she makes is a step towards realizing her artistic vision, blending her personal narrative with the threads of her creations.

MSN: Can you discuss a significant obstacle you've encountered in your career and how you addressed it? 

JOY TEIKEN: Years ago, I had crippling anxiety and wasn’t able to get on a plane to travel. This disrupted my whole business trajectory. I had to change what I wanted and decided instead of going bigger, I’d go much smaller and take care of myself. I’ve been able to work through this aspect of myself and feel it’s made me a more self-aware, focused designer. 

Facing personal challenges such as anxiety, Teiken’s career is a narrative of overcoming adversity. Rather than allowing these obstacles to stifle her creativity, she adapted her business model, focusing on a smaller scale that nurtured her mental well-being. This decision not only catalyzed her personal development but also sharpened her design focus, leading to a more profound and introspective approach to fashion.

The relationship between designer and client also transcends the typical boundaries of fashion retail. Teiken offers a personalized design experience, engaging clients in the creative process from conception to completion. This journey, whether it unfolds in the intimate setting of her atelier or through tailored client visits, transforms a concept into a tangible expression of style and individuality.

MSN: What are some of the biggest misconceptions people have about the fashion industry? 
JOY TEIKEN: That you have to be big to have success. Owning a small design house and creating on your own terms is freeing and allows for a full, multi-dimensional life.  
Teiken’s selection of Minneapolis as the backdrop for her creative endeavors is a conscious homage to the city’s dynamic artistic community and its influence on her work. The balanced lifestyle afforded by Minneapolis has been crucial in harmonizing her professional and personal realms. In this city, Teiken has found a workspace, a source of inspiration, and a community that overwhelmingly responds to her vision.
Joy Teiken’s story in the fashion industry transcends a conventional narrative of success; it is a testament to the power of authenticity and the enduring spirit of creativity. Her journey with Joynoelle is a reminder that fashion’s true essence lies not in geographical locations but in the boundless realms of imagination and innovation. In Minneapolis’s unexpected yet fertile grounds, Teiken has woven her experiences, artistic insights, and design aspirations into a compelling and elegant fairytale.
​

To view Joynoelle's SS/24 collection, visit joynoelle.com, and follow her on Instagram @joynoelle.atelier