Launching Joerts
The jean shorts start-up began as a “chuckle.” Then the founder committed to “doing weird things with weird people.”
In 2021 I’m featuring people on a Creative Journey during the COVID-19 pandemic. This is №4 in the series, featuring Joe Poeschl, founder of JOERTS.
What is your creative venture?
Alright, so my new venture is called JOERTS (as in my name + jean shorts). It’s this ridiculous concept to create the first-ever fashion brand with no actual clothing inventory. I hijack the old jeans sitting in your closet and “upcycle” them into a pair of limited edition JOERTS. It’s a bit thrift, a bit DIY, and a bit punk.
How it works: When you buy a pair of JOERTS, you start by sending me a pair of your own jeans (you know, that pair that fits great, but you just don’t wear that often anymore). I take them, hack off the legs, and sew on a limited edition JOERTS patch on the leg. I keep the process simple by sending you all of the prepaid shipping materials and providing a questionnaire that allows you to select your preferred length and whether you want the fray facing up or down. Your new JOERTS even come with a hand-signed and numbered certificate of authenticity.
When you buy a pair of JOERTS, you start…
