Joadre is more than an urban African lifestyle brand. Our designs unites African craftsmanship, vibrant colors, social impact and and European street style fashion. Our company was founded in 2014 by the Austrian- Nigerian Award-winning social entrepreneur, Joana Adesuwa Reiterer, known as Joadre. Every product you purchase on our platform is authentic African and empowers our hard working producers in Nigeria, Ghana and Togo. Creating a powerful future for the makers is as easy as shopping on our platform. Be bold, join us fashion out human trafficking.

Without a great team, it is impossible to start up and build Joadre. Every one works relentlessly to achieve our over all goal. Our team is based in Europe and in Africa. Our story is simple.

Since 2006, Joana founded the charity organisation EXIT in Vienna to counsel victims of human trafficking.  In 2012, during a handicraft workshop with 6 women who had been victims of trafficking, the idea to create a social business was developed. We gathered our private funds and traveled to Lagos, Nigeria where we started off by renting a room for production. The challenge began. No substantial know-how, poor infrastructure and lack of sustainable raw materials. We started training 2 women and later expanded our production to a new location,  now currently with a 60 meter square location. Thanks to our major investors, crowd investors and the Austrian foreign ministry, we have been able to train over 65 tailors/producers intensively. We are currently building our distribution channels in Europe, so as to generate enough revenues to continue our training because we have over 1000 registered potential network menders. In 2016, we started to develop a digital training platform, from our youtube channel to a training app called HubCouture. We believe that our journey is still beginning. As we are not currently employing, if you would like to join our team on a voluntary basis, please visit the EXIT page here.