Introducing: JORSYN-

Irena Rojs, the creative force behind JORSYN-, is redefining sustainable fashion with her innovative and timeless designs. Established after a decade of honing her craft in London, where she collaborated with esteemed fashion houses like Stella McCartney and Ports 1961, JORSYN- embodies a fusion of modern aesthetics and classic elegance. The label specializes in reimagining the classic shirt, transforming it into a contemporary staple that effortlessly elevates any wardrobe.

To mark the launch of the JORSYN- collection at utopiast, Irena shared with us her journey, inspirations, and the ethos behind her brand. We talked about the importance of sustainability in the fashion industry and how her experiences in London have shaped her design philosophy.

Please share with us a bit about your background. What drew you to the fashion industry, and how did you start your brand?

I made my first shirt, dress, jacket, bag, and shoes for myself as a child at the age of 11. My first sustainable, recycled jacket was created when I was 13, using old denim trousers. However, there was nothing romantic about that moment—I simply disliked the clothing my mother wanted to buy for me, so I made something of my own instead. I wore a shirt instead of a skirt. Over time, I discovered many more fascinating treasures in my father’s and grandmother’s closet and attic, which inspired my creativity and fueled my passion for repurposing and sustainability.

I dedicated myself to fashion design and to exploring the two- and three-dimensionality of clothing. I earned two degrees from universities in Slovenia, including one in Fashion and Textile Design from the University of Ljubljana. During this time, I showcased my work in group exhibitions and was independently featured at BIO21 and BIO23 in Ljubljana. At BIO23, I was honored with the Student Award and also received the Award for Special Achievement from the University of Ljubljana.

A natural progression in my journey led to my relocation to the fashion hub of London, where I successfully collaborated with luxury brands for nearly a decade. I would say the concept for my brand took root during my studies in fashion design, as it has been a driving force in my work ever since. My studies were deeply shaped by a passion for recycling and sustainability—a focus that has continued to evolve, enriched by the knowledge, skills, and influences I have acquired over the past decade in London. During this time, I had the privilege of collaborating with the exceptional teams of renowned designers at Stella McCartney and Ports 1961.

You are an independent designer with your own brand now. What were the biggest challenges of creating your brand, and what are you most proud of?

One of the challenges was balancing artistic integrity with the practicalities of running a business. As an independent designer, establishing sustainable production practices while ensuring affordability and quality required immense creativity and resilience. I am proud of how JORSYN- has become a brand that resonates with conscious consumers and maintains a strong commitment to sustainability. Knowing that our pieces bring value and align with a responsible lifestyle is incredibly rewarding. Every step has reinforced my belief that it’s possible to create beautiful designs without compromising on ethics or quality, ensuring it remains relevant in a customer’s wardrobe for years. The biggest challenge I’m still working on is determining how to build a successful, complementary, and fulfilled working team.

How would you define your particular style or approach to design? What is unique about JORSYN- pieces?

JORSYN- is deeply rooted in sustainability and minimalism, versatility, and timeless pieces that transcend trends, ensuring longevity in every item. Each piece is thoughtfully crafted to be both contemporary and enduring, blending simplicity with subtle details that make a statement. What sets JORSYN- apart is our dedication to creating clothing that not only reflects timeless value but is made with purpose—focusing on high-quality, sustainable materials and ethical craftsmanship. The uniqueness of our pieces lies in their ability to seamlessly adapt to diverse lifestyles. For me, every design is an opportunity to challenge conventional fashion practices and contribute to a more sustainable future also with a zero-waste strategy. Additionally, our brand name, JORSYN-, is an anagram of “ROJS” and “SYNTROPY,” symbolizing our belief in the harmonious balance between human creativity and the universe’s natural order. This concept is woven into our designs, reflecting a blend of tradition and innovation.

“What sets JORSYN- apart is our dedication to creating clothing that not only reflects timeless value but is made with purpose—focusing on high-quality, sustainable materials and ethical craftsmanship.”

Irena Rojs, founder of JORSYN-

Sustainability isn’t just a buzzword for your brand; it’s part of its DNA. How do you integrate sustainability practices into your design, production and business processes?

Sustainability is at the heart of everything we do at JORSYN-. From sourcing materials to production and packaging, we are meticulous about reducing our environmental impact. We prioritize using quality deadstock fabric, organic or recycled. Our designs are intentionally timeless, encouraging longevity over fast fashion. Additionally, we’ve implemented waste-reduction strategies by repurposing fabric scraps and minimizing excess inventory. Sustainability is not just a practice for us—it’s a mindset that drives innovation and responsibility in every decision.

If you could choose one favorite item from your recent collection, which one would it be, and why? What makes it stand out for you?

Choosing one favorite item is difficult because every piece is special for me, but if I had to pick one, I would choose our transformable shirt, knitted and crochet pieces, which all together represent our zero-waste strategy. These pieces embody the essence of JORSYN- .

Do you have any advice for people starting their own fashion brand?

Starting a fashion brand is a journey that requires a clear vision, resilience, and adaptability. My advice would be to remain authentic to your values and mission while staying open to learning and evolving. Invest in understanding your audience and what makes your brand unique. Sustainability and ethics should not be an afterthought—integrate them into your business model from the start. Lastly, don’t be afraid to take risks and seek inspiration beyond the fashion industry. The intersection of creativity and purpose is where true innovation happens.

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