From BFFs to business partners.
Victoria’s Secret models Josephine Skriver and Jasmine Tookes have long been attached at the hip; in 2016, they even launched a joint Instagram page branded with their nickname, Joja, dedicated to all things friendship and fitness.
On Wednesday, the duo took Joja to the next level by launching their first collection of activewear designed with mixing and matching in mind — so that “goalfriends,” as they call them, can sweat in style together.
“Josephine and I have been in the fashion industry for the last 12 years of our lives, and we’ve been able to see the ins and outs of what goes on behind the scenes of, you know, modeling for a brand,” Tookes, 31, told Page Six Style.
“We’ve always been very inspired by fashion and also very inspired by fitness, so we thought it’d be really fun for us to come together and build Joja as a brand, to combine both fashion and fitness together.”
Added Skriver, 28, “The fact that we’ve been kind of other people’s hangers for 10 years makes it so much fun to be on the other side.”
The pair said they studied their favorite (and least favorite) activewear brands during their research, with a focus on flattering the female form while also prizing function. JoJa’s clothes are available in sizes XS to 2XL, with sports bras priced from $64 to $74 and leggings from $84 to $104.
But while the collection features eight activewear styles in a variety of two-tone colorways so you can coordinate with your workout partner, Skriver and Tookes don’t exactly dress alike outside of the pilates studio.
“Even though Jo and I are best friends, we have very different styles in the sense that I’m more of a girly-girl and Jo can be a little bit more sporty,” Tookes said. “I don’t wear too much color, but I’ll wear floral dresses or more feminine pieces.”
“[Jasmine has] a very timeless, elegant way of dressing,” Skriver said. “I find that I feel the most comfortable in men’s clothes or sporty outfits. I mean, I take inspiration from Jasmine and sometimes I’ll try to be a little bit more fancy, but it’s really interesting how different we are.”
Since Josephine and Jasmine hit the gym together practically every day, it’s no surprise they’ve got joint Galentine’s Day plans; the pair told us they’re looking forward to a full day of self-care, sans smartphones.
As for how Skriver’s spending Valentine’s Day with her fiancé, musician Alexander DeLeon? With the Super Bowl set for Feb. 13 in LA, she told us she’s eyeing the big game as the perfect date.
