German designer Wolfgang Joop founded the clothing and cosmetics company in Hamburg in 1986. A year later, Joop added a popular fragrance range and a secondary line of sportswear and denim was introduced as Joop! Jeans in 1988 (the latter was discontinued in the late 2000s). By 2001, Wolfgang had sold his company share but the brand continues to operate and has expanded beyond clothing and accessories to include a home collection, Joop! Living.

"I think fashion is about suspense and surprise and fantasy. It's not about rules."