About Joe Merino

Since 2011

Since 2011 we have been developing the perfect Merino wool basics for men who believe stylish doesn’t have to equal fussy. And throughout we have always stuck to our principles: Refined, luxurious, high-quality, sustainable, in a wide range of colours at the best possible price. And to top it off – All Joe’s should be machine-washable. Life is just too short.

Our Range

Our journey started with a V-neck. The cardigan and crew neck followed shortly after, and now Joe offers a full range of basics: From the perfect sock and a huge variety of pullovers and cardigans, to the one and only Joe Jacket. But the adventure goes on – we keep developing new products and improving our materials, designs and production methods.


We keep a close eye on sustainability trends. We use the most durable materials and production methods where possible. We buy animal-friendly wool and are always talking to our suppliers about best practices, right down to the sheep farmers.

Bits and bricks

Started as an online store, we soon felt that we missed the face-to-face contacts with our customers. Not just to convey that true Joe feeling but also because it is precisely that personal contact that helps us come up with new designs and enhance our range. And so we opened our first physical store in Amsterdam.

Our customers appreciate the personal attention and service we give them, while they have a chance to see, feel and try on the entire collection. To match our international ambitions we have meanwhile opened stores in Antwerp and Dusseldorf.

Check the range