Behind the Seams with Joelle - Riel reworking vintage

Behind the Seams with Joelle - Riel reworking vintage

Behind the Seams with Joelle - Riel reworking vintage

We recently had the pleasure of working with Joelle from Riel on a limited-edition collaboration Shirt, the Curve Shirt. During the process we got chatting and learnt more about how Joelle got into fashion, why she decided to rework rather than create from scratch and what her plans are for Riel.


Introduce yourself in one sentence: 

I'm a cancer, I love creating, and I love to surround myself with kind and funny people.


How did you get into fashion and how did this lead you to create Riel?

I was gifted my first sewing machine at 13 and have been sewing ever since, and naturally went on to study fashion at Uni. I have always loved the idea of working for myself and creating my own brand, but the fashion industry is so flawed in a multitude of ways. 


Reworking vintage and using only recycled and deadstock materials that are already in circulation was the only way I could create without feeling guilty about contributing to our consumption culture. Riel was born from the need to find interesting sustainable pieces from a brand that does things a little differently.


What’s the piece you’ve created that you’re most proud of?

I'm most proud of the collaborations I have had the blessing of working on, sharing my ethos with other brands is always fun and inspiring.


How are you styling your Curve Shirt this winter?

The Curve Shirt is one of my most versatile pieces and can be worn in such a multitude of ways. I'm styling mine with big pants and big blazers. Oversized is always best!



The hej hej x Riel Curve Shirt is a VERY limited edition piece and launches

in-store and online on July 31.


Instagram: @joelle__ruck and @riel__store

Website: https://riel-store.com/

Photo credit: @jung_vivieeeennne