The brand Jo No FUI was created 10 years ago by Alessia Giacobino, a young architect from Rimini – Italy. While completing the store design plans for one of her client, she was asked to create a mini collection, inspired by her much admired personal style: a “capsule” collection with hand-painted, embellished vintage military pants and tops. The collection was a great success, and within a couple of seasons JO NO FUI was sold in the most prestigious multibrand stores in Italy. The collection grew then to be a total look and consolidated its commercial success in Italy, as well as starting a smart retail distribution strategy into international markets. Today, JO NO FUI is a strong actor of the Italian fashion panorama and shows every season during Milan Fashion Week.