Kangyi Joey Wu
22.04.27
The Story
She’s 28, lives in the city, works in creative marketing.
She shops at vintage stores, brings her own tote to the farmers’ market.
She doesn’t chase trends — she chooses meaning.
One weekend, while cleaning her closet, Emma found an old pair of jeans — soft, faded, frayed at the knees.
She had worn them on road trips, first dates, solo walks. They still felt like her.
She sent them to JOEY.
A few weeks later, a package arrived. Inside was a custom bag — cut and stitched from her denim.
The tag read No. 123456. She looked it up on the JOEY site, and saw what the leftover fabric became: a small cardholder and a pouch, made for someone else.
It wasn’t just a bag.
It was part of her story — carried forward, piece by piece.