this is my friend joni

Quality in clothing has shifted in recent years. We are not part of that shift. Our focus is simple: pieces that are made well and designed so you don’t have to second-guess how they look.

At My Friend Joni, we make clothing in small batches with careful attention to detail. Every piece is knitted in Peru using high-quality fibers and deliberate workmanship, with suppliers we know by name.

We stay hands-on throughout design, knitting, and finishing to hold every piece to the highest standard of knitwear craftsmanship.

My Friend Joni is open to anyone, though we choose to center women in midlife and beyond. Women who know themselves and value comfort and good workmanship.

We believe age adds depth, not limits, and that women continue to evolve, not shrink. If that feels familiar, you’re already part of our community.

This understanding shapes how we design, holding comfort and quality to the same standard as appearance.