I started JOSHUA SANDERS in 2012 after several years as a retailer. Owning two multi-brand stores in Italy gave me a front-row seat to the evolution of the fashion market — how consumers shifted from traditional luxury toward something more personal and emotional. I wanted to create a label that spoke that new language: a mix of irony, craftsmanship, and global culture. JOSHUA SANDERS was born from that intuition — a way to merge my Italian roots with an international state of mind.
When you founded the brand in 2012, what was your core mission and vision for redefining luxury footwear?
From the beginning, my goal wasn’t to redefine “luxury” — it was to move beyond it. I wanted to create something fresh, youthful, and culturally relevant. JOSHUA SANDERS was never about status or logos, but about energy, irony, and connection. The idea was to take Italian craftsmanship and mix it with a cosmopolitan, artsy attitude — sneakers and ready-to-wear that feel effortless, fun, and a little bit rebellious.
How did your experience as a retailer influence your creative and business approach when launching your own brand?
It influenced everything. Being on the retail side taught me how people feel fashion — what they touch first, what they fall in love with, what they ignore.
It also gave me an instinct for building collections that are desirable but wearable. As a creative director today, I still design with that double lens: emotion and strategy.
The DNA of JOSHUA SANDERS
You often describe the brand as existing “between Los Angeles and Milan.” How does this cultural duality shape the identity and aesthetics of JOSHUA SANDERS?
Los Angeles brings the freedom, optimism, and pop culture that defines the brand’s playful side. Milan brings discipline, precision, and the deep knowledge of Italian manufacturing. The mix of these two worlds — one emotional, one structural — creates our DNA.
The brand fuses high fashion sensibility with street-inspired creativity. How do you balance these seemingly opposite worlds?
I never see them as opposite — they’re complementary. We take the codes of luxury and filter them through irony, humor, and spontaneity. That’s how we create a sneaker with couture-level detail or a ready-to-wear piece that feels as crafted as a tailored jacket but with the ease of everyday life.
What does “high-street couture” mean to you, and how do you bring that concept to life through your collections?
It’s the intersection of exclusivity and accessibility. A product can be made with the same care as couture but still express youth, color, and fun. Our “high-street couture” is about emotion — making pieces that people don’t just wear, but live with.
Craftsmanship & Sustainability
Every piece by JOSHUA SANDERS is proudly made in Italy. What does Italian craftsmanship represent to you personally and professionally?
It’s the heart of everything. Italian craftsmanship is not just about tradition — it’s about sensitivity, touch, and passion. It represents a way of working where every detail matters, and that’s what gives authenticity to our products.
Sustainability and ethical production are integral to your brand. How do you ensure these values are reflected in every stage of creation?
For me, sustainability begins with respect — for people, materials, and time. We produce locally in Italy, minimizing waste and overproduction. Our relationships with small workshops allow us to create responsibly, in limited quantities, focusing on quality and longevity instead of trend cycles.
How do you collaborate with Italian artisans and workshops to preserve traditional skills while innovating for the future?
We work closely with local artisans who have passed down their knowledge for generations. At the same time, we challenge them with new techniques, materials, and shapes. It’s a constant conversation between heritage and innovation — and I think that’s where real progress happens.
Global Appeal & Celebrity Influence
JOSHUA SANDERS has built an incredible global following — from Kate Hudson and Kylie Jenner to Jennie of Blackpink and J-Hope of BTS. How does it feel to see your designs embraced by such diverse cultural icons?
It’s exciting and humbling. What moves me most is seeing how different personalities interpret the brand — how someone in Seoul, Los Angeles, or Milan can connect with the same product in totally different ways. That’s when you realize your message is truly global.
Do you believe celebrity endorsement plays a major role in the brand’s identity, or is it more about the organic connection between artist and creation?
It’s always about the organic connection. We never chase names; we build relationships. When an artist wears JOSHUA SANDERS, it’s because the energy resonates. That authenticity keeps the brand alive and relevant.
How do you keep the brand authentic while appealing to both luxury consumers and streetwear enthusiasts worldwide?
By being consistent in values, not formulas. We never try to be “street” or “luxury” — we just create with honesty. Our products have to make sense whether you wear them in Paris or Tokyo. Authenticity has become our strongest currency.
Retail & Market Expansion
JOSHUA SANDERS is available in some of the world’s most prestigious stores — from Bloomingdale’s to Boon The Shop. How did you choose these key retail partners?
We choose partners who share our philosophy — those who understand storytelling and curation. It’s not just about sales; it’s about creating a consistent narrative worldwide. Each store becomes an ambassador of our aesthetic.
What does retail excellence mean to you in today’s digital-first world?
It means emotion. Whether online or offline, the brand must feel human, not algorithmic. A digital presence is important, but physical retail remains where people can feel the quality and soul behind the product.
Are there any upcoming markets or collaborations you’re particularly excited about?
Absolutely. We’re expanding further in Asia and the U.S., and in January we’ll launch a special collaboration with the British artist Magda Archer. Her vision — colorful, witty, and deeply emotional — perfectly aligns with our pop-preppy DNA. It’s a meeting point between art and optimism, and I’m very proud of it.
Creative Process & Inspiration
What drives your creative process when designing a new collection?
I start from emotion — a word, a memory, a place. Then I translate that feeling into shapes, colors, and graphics. It’s like storytelling through form and texture.
How do art, pop culture, and architecture influence your design language?
I see them as part of the same world. Art gives me the freedom to be expressive, pop culture keeps me connected to the present, and architecture brings structure and proportion. I love when a collection feels playful but also meticulously built.
You describe your work as “where pop culture meets playfulness.” Can you share an example of how that philosophy translates into a product or collection?
Our long-term collaboration with Smiley, which started back in 2013, perfectly reflects that spirit. Smiley is an icon of optimism and pop culture, and reinterpreting it through our own aesthetic — bold colors, ironic messages, and refined construction — became part of our DNA. It’s about turning something universally recognizable into something new and meaningful. Playfulness, for us, is a design language that connects people across cultures.
The Future of JOSHUA SANDERS
As you look ahead, how do you see JOSHUA SANDERS evolving in the next five years?
We’re moving toward a more complete lifestyle vision — expanding ready-to-wear, accessories, and collaborations that tell stories across different creative worlds. Our goal is to grow globally while keeping our Italian production as our foundation.
How do you envision the balance between innovation, sustainability, and heritage shaping the future of luxury fashion?
The future of luxury is about consciousness. Innovation is essential, but it has to be guided by integrity. I believe heritage and sustainability are not opposite to innovation — they’re its roots.
If you could define the legacy you want JOSHUA SANDERS to leave behind, what would it be?
I want JOSHUA SANDERS to be remembered as a brand that brought lightness into lifestyle — that proved fashion can be responsible, intelligent, and still fun. Something that made people smile and feel something real.
Instagram: @joshuasandersjs
Website: https://www.joshua-sanders.com
