After becoming a mother, Rashmi Wijekoon struggled to find clothes that made her feel comfortable and confident in her changing body. This challenge inspired her to create Joey Clothing, a brand built to make every woman feel happy, confident, and comfortable. With her background in innovation and product development, Rashmi designed ‘Happinesswear’, clothes that move with women and make them feel good inside and out. Today, Joey Clothing is a homegrown brand that supports local communities and brings joy to women across Sri Lanka.
Q Joey Clothing was born out of your own postpartum experience. How did that personal challenge shape the values of the brand?
Joey was born from a deeply personal journey- one that began after I became a mother. Like many women, I found myself standing in front of the mirror, struggling to feel like ‘me’ again. My body had changed, my confidence had shifted, and I realized that the clothes I once loved no longer felt right. That moment of vulnerability planted the seed for Joey. I wanted to create a brand that spoke to women’s bodies and lives are constantly evolving. Joey became my way of redefining comfort and beauty through clothing that celebrates every shape and stage of womanhood. That’s how our philosophy of ‘Happinesswear’ was born, clothing that makes you feel good from the inside out and makes you happy when you wear them. That experience also shaped our values as a business. From day one, the brand focused on inclusivity, empowerment, and authenticity. Our pieces are designed to move with you, not against you; to remind you that comfort, confidence, joy can coexist with fashion and style. And beyond the clothes, Joey is also about giving back: we employ young women from local communities and create opportunities that help them grow from the comfort of their homes. Especially women who are unable to physically return to a full-time career due to household and childcare responsivities. In many ways, Joey became more than a brand it became a voice for real, confident, and happy women.
Q Before launching Joey, did you always imagine yourself as an entrepreneur, or did fashion entrepreneurship come as a surprise twist in your journey?
I’ve always been someone who loves creating and improving things. Innovation has always been part of who I am. My corporate career was in product development, R&D, and innovation management, so bringing new ideas to life was already second nature to me. I was constantly exploring how to make products better, more meaningful, and more connected to people’s real needs. Entrepreneurship wasn’t something I had planned in the traditional sense. It found me almost unexpectedly but in hindsight, it feels like a very natural progression. When I started experimenting with fashion during my postpartum phase, it was just another form of product development to me; except this time, the product was deeply personal. Joey became the perfect space where all of that experience came together; creativity, strategy, innovation, and ability to relate to consumers and their struggles. What started as a passion project has grown into a purpose-driven brand, built on the same foundation I’ve always believed in meaningful innovation that makes people’s lives a little happier.
Q Joey Clothing started online before moving into a flagship store. What challenges and advantages did you face in making that transition?
Starting online was one of the best decisions we made. It gave Joey a strong foundation we were able to build a loyal digital community, understand our customers’ real preferences, and refine our collections through constant feedback. But moving from a purely online space to a physical retail experience was a whole new journey. The biggest challenge was ensuring that the warmth, happiness, and inclusivity people felt online were brought to life inside the store. We wanted our flagship to feel like walking into the Joey world; happy, bright, welcoming, and full of positive energy. It also meant adapting to new operational realities. Managing integrated stock systems, in-store customer experiences, and team training to maintain the same seamless brand story. The rewards of this step have been extraordinary. Meeting our customers face-to-face, seeing them try on a piece and light up with confidence that is something no screen can capture. The response has been so heart-warming that within just eight months, we opened two outlets, and we are already laying the foundation for our third. It has been both humbling and motivating to see how the Joey spirit continues to grow beyond the digital space.
Q How do you feel Joey stands out in Sri Lanka’s competitive fashion landscape?
What truly sets Joey apart is that we don’t just sell clothes, we sell happiness, feel good clothes. From the beginning, our goal has been to create fashion that celebrates real bodies, real emotions, and real confidence. Every design starts with comfort and purpose, not just trend. That’s why we call it Happinesswear, clothing that makes you feel good from the inside out. We’ve also placed innovation at the heart of everything we do. Custom printed fabrics, unique material blends, designs that fit-to-any-body type, or pull-on denim jeans designed for ease and confidence, we’ve always tried to bring something fresh to the table. Our design process blends creativity with research. We extensively study global high street fashion leaders like Zara and H&M but reinterpret those ideas through a uniquely Sri Lankan lens. Beyond design, Joey’s difference lies in our community and our culture. We empower young local talent, create meaningful jobs, and build everything ethically from sourcing to stitching. I think that authenticity resonates deeply with our customers. In a fast-changing fashion world, Joey stands out because our story, our people, and our purpose are genuinely and 100% homegrown.
Q Do you see Joey expanding into international markets, or do you prefer to keep it rooted in Sri Lanka?
Our heart will always be here in Sri Lanka as this is where Joey was born, and it’s where our inspiration, community, and authenticity come from. But from the very beginning, I’ve believed that a Sri Lankan brand can compete confidently on a global stage. We have already started taking those steps to take the brand global. Joey is now sending bulk orders to South Africa and the Maldives since last December, which has been an incredible milestone for us. We’ve also completed incorporation in India and are laying the groundwork to begin operations there soon. Seeing pieces made here by our local teams reach women across borders is a proud moment. It shows that the Joey spirit truly travels.
While international growth is part of our long-term vision, our roots will always stay grounded in Sri Lanka. Every design, every stitch, and every campaign will continue to carry that ‘island happy’ essence that defines us. Our goal is to take that spirit global to show the world what Sri Lankan creativity, craftsmanship, and island spirit can do.
Q What inspires your fabric choices, colour palettes, and cuts when creating a new collection?
Inspiration for me always begins with how a woman should feel in her clothes; confident, comfortable, and effortlessly herself. Every Joey collection is built around that idea, and our colour palettes, fabrics, and silhouettes all come together to reflect it. Colour plays a huge role in how we design. I’m drawn to tones that reflect both mood and season. Soothing pastels for our island’s warm months, deeper earthy hues when the weather cools, and vibrant prints that capture energy and joy all year round. Every shade is chosen to flatter diverse skin tones, because I want every woman who wears Joey to find a colour that feels made for her. When it comes to fabrics, we always think about comfort in our tropical climate. We work mainly with natural, breathable materials like cotton, linen, and soft blends that allow the skin to breathe. Lightweight textures, airy weaves, and easy drapes are essential especially because our customers live busy lives and need pieces that transition effortlessly from day to night. Our cuts, too, are designed to move with the body, not restrict it. Whether it’s a relaxed midi dress or a structured workwear top, every piece is tested for comfort, flow, and confidence. In short, Joey’s design philosophy is simple; fashion should feel as good as it looks, no matter the weather.
Q What do you think the future of fashion in Sri Lanka looks like, and how do you see Joey contributing to that future?
I believe the future of Sri Lankan fashion is incredibly bright. We’re at a point where local creativity, craftsmanship, and entrepreneurship are starting to gain the recognition they truly deserve. There’s a new generation of designers who are bold, conscious, and unafraid to experiment and that’s exciting. For me, the next phase of fashion here is about authenticity, innovation, and sustainability. Sri Lankan consumers are becoming more mindful, they want brands with a face behind it, a brand that tell real stories, use ethical production, and celebrate individuality. That shift opens the door for homegrown labels like Joey to redefine what local fashion can mean, not just within the country but on an international stage. Joey’s role in that future is to keep leading with purpose to innovate without losing our roots and soul. We’re integrating technology into our production and retail systems, working closely with local communities, and designing collections that reflect modern island living versatile, climate-appropriate, and joyful. One of my dreams is to see Sri Lankan fashion proudly represented across the world, not as a copy of something else, but as its own unique voice. And if Joey can play even a small part in shaping that story, it would be one of our biggest achievements.
