“Nobody understands a customer better, because I am one!”

OUR STORY

In 2018 J-040 founder Jennifer Johnsen was diagnosed with Lupus, an autoimmune disease that attacks the organs, including our largest organ – the skin. To prevent flare-ups and manage the disease, Johnsen wears SPF 50+ UV protection 365 days of the year, long sleeves and hats. When looking for UV protective clothing for her own needs, she was shocked at how little the market offered. It wasn’t just the terrible 8-pocket hiking shorts, but the items were all made of synthetic fibers or were treated with toxic chemicals.

Jennifer embarked on a mission to bring about responsible change to textile that added UV protection and was fashionable. From humble beginnings with small collections in 2019, dedicated research in 2021, and finally achieving the impossible in 2024: natural UV protection. The rest, as they say, is history.