The story of jonboy
Sometimes a great story begins with a small dream. And this dream belongs to Maria – a girl from the Austrian countryside who knew even as a child that fashion was more than just clothing. She has always loved natural fabrics, colors, and the feeling when a piece simply feels "right." Over time, she learns: fashion can be fun – but it can also be a responsibility.
❤️ The encounter
In 2019, while traveling in Cambodia, Maria met Jonny , a young New Zealander. What began as a chance encounter in a hostel quickly turned into a life-changing story. The two fell in love, Jonny followed Maria to Austria, shared stories of his new home on social media as "Austrian Kiwi," and built a growing community. And his community kept asking, "Do you have any merch?"
👕 Merch? No, thank you!
For the two of them, one thing is clear: it shouldn't be just merchandise, but something with meaning. A genuine label that reflects Austria: the country, the people, the culture, and the humor. This is how the idea for jonboy was born: a label that combines Maria's dream of sustainable fashion with Jonny's gift for making people laugh.
🗺️ The beginning of jonboy
This is where Magda comes in – a friend of the two. Magda is actually a nurse and at this point quite by chance discovers that she has a talent for drawing and illustration. And that it's actually more than just a talent: it's her great passion. This is the beginning of jonboy. Her illustrations give jonboy a soul, a distinctive character.
👥 The team is growing
The first collection went online in summer 2019. The second followed at the end of the year, and the team welcomed a new member: John from South Africa – like Jonny, he too ended up in Austria for love. He met Magda – yes, our Magda – in South Africa while she was traveling there. And like Jonny, he eventually followed her to Austria. His goal is to optimize the supply chain, keep a close eye on the finances, and organize unforgettable events. He starts by finding a new, suitable production facility. After many discussions, he finally finds one. And so the entire team sets off for Istanbul to ensure that all the criteria for fair and sustainable production are met.
🇦🇹 Regional Partnership
Back in Austria, another passion project begins: the collaboration with sheltered workshops in Salzburg . There, embroideries and prints are created locally with great dedication and precision. Thus, the circle is complete – from the initial idea to the finished shirt, everything thoughtfully designed and crafted with meticulous attention to detail.
🤎 The Dream Team
By now, the four are a well-coordinated team and jonboy is exactly what they always envisioned: a small, fair and sustainable label that reflects their shared love for Austria.
the art of muddling through
Our guiding principle and motto in everyday (work) life: "The art of muddling through" means simply doing things – not always planning everything perfectly, but daring to take risks. Because often the most beautiful things arise precisely when you simply muddle through life – with passion, humor, and trust.
jonboy – about love, courage and the art of simply muddling through.