Jollia

About Jollia

Jollia is a London-based sustainable fashion label founded during the 2020 lockdown by Maria, an international marketing executive of Bulgarian origin. The brand was born out of admiration for her mother — an accomplished designer of hand-embroidered Bulgarian folklore clothing — and the conviction that traditional craft techniques and contemporary sustainable design can strengthen each other rather than compete. Three generations of the family now work on the brand together, including Maria’s daughter, giving Jollia an unusual depth of continuity in a sector often dominated by trend-driven launches.

Materials: Recycled Ocean Plastic, Deadstock, and Organic Fibres

Jollia sources all yarns and fabrics exclusively from Miroglio, one of Italy’s leading licensed manufacturers, known for producing certified sustainable textiles. The materials used include:

Recycled ocean plastic blended with merino wool, alpaca, cotton, and linen to create the brand’s signature cardigans and knitwear. Responsible Wool Standard (RWS) certified merino. Organic Cotton, Organic Textile Standard-certified fibres. Deadstock fabric — Jollia pledges that at least 50% of its production will use deadstock materials, rescuing unused fabric from manufacturer overflow and diverting it from landfill.

The brand holds or references multiple third-party certifications across its supply chain, including the Global Recycled Standard (GRS), EU Ecolabel, OEKO-Tex, Responsible Alpaca Standard, no-mulesing certification, and FSC (Forest Stewardship Council).

Zero-Waste Production Techniques

Jollia’s production is structured around eliminating waste at each stage. Eco-friendly digital printing replaces conventional wet-process screen printing, removing the water waste and chemical discharge typically associated with fabric dyeing. Tie-dye techniques are applied specifically to rescue overstocked hoodies and knitwear from landfill — turning an inventory problem into a distinctive product.

Every garment incorporates significant hand work: hand crochet, hand sewing, traditional hand pleating, and hand embroidery. This labour-intensive approach supports local artisans — predominantly women in Bulgaria — who use skills passed down through generations to earn income while preserving cultural textile heritage. The manufacturing facility in Sofia is described as a spacious, day-lit workspace with fair wages, maintained on first-name terms between the brand team and the artisans who produce each piece.

The Collection: Prints, Knitwear, and Folklore Influences

Jollia’s aesthetic blends bohemian prints with the geometry and colour of Eastern European folklore embroidery. The collection covers cardigans and crochet knitwear, printed dresses and skirts, palazzo trousers, women’s tops and blouses, and accessories. The brand has a clear design philosophy around body positivity, with sizing and silhouettes intentionally designed to suit a wide range of body shapes.

The brand’s fabric prints are developed in-house, drawing on folklore motifs and updated through a contemporary lens. This positions Jollia as a label that sits within the handloom and textiles category as much as sustainable fashion — the craft dimension of the brand is as central as the environmental one.

Design in London, Production in Sofia

Jollia operates across two cities: design direction from London, and manufacturing and fabric curation in Sofia, Bulgaria. Materials are predominantly sourced from Italy, completing a short European supply chain that keeps provenance traceable at each step. The company is registered in England and Wales (Company No. 12688868) as Jollia Ltd, with its registered address at Unit 2 Turnhams Green, Pincent Lane, Theale, RG31 4UH, UK.

Jollia in the Prakati Green Directory

Jollia appears in the Prakati Green Directory as an example of a small independent label that has built a genuine multi-layered sustainability framework: certified recycled-ocean-plastic materials, deadstock manufacturing commitments, zero-waste digital printing, artisan hand-craft, and a supply chain centred on traceable European sourcing. The combination of cultural heritage preservation and environmental responsibility makes Jollia a distinctive presence in the sustainable fashion landscape.

Newsletter and Community

Jollia invites customers to join its mailing list through the website, where subscribers receive updates on new arrivals, sustainability stories, and behind-the-scenes glimpses of the artisan production process. The brand’s Instagram and Facebook presence amplifies this community, connecting people who share an interest in slow fashion, craft, and conscious consumption with a label that makes those values concrete in each garment it produces.