Joha, a much-loved Danish children’s wear company, has spent decades improving and expanding the brand’s top-quality wool products. Today, the Joha collections include not just children’s wear but also collections for adults and products that combine materials such as silk and wool. However, it is not just the comfort of the wearer that motivates the family behind the company. “To feel pride in our final product, we must be able to look ourselves in the mirror and truthfully say that we are proud of how our clothes are produced,” says Kristine Frølund Johansen, who is, with her husband Michael, the third generation of Johansens to run Joha.