Fusing fashion, community and sustainability

From a heartfelt tribute to a beloved pet to a movement for environmental and social change, Giovanni Giansanti is redefining ethical fashion. Joker is a clothing and accessories brand that turns every purchase into an act of environmental and social responsibility. 

In the town of Rende, Calabria, Giovanni Giansanti balances a full-time role in pharmaceutical distribution with a passionate side project: Joker, a fashion brand that stands out from the rest for its ethical mission and heartfelt origins— it was founded in memory of Giovanni’s beloved dog. With a portion of all proceeds going to charitable causes and a product line rooted in sustainability, Joker proves that fashion can be both stylish and socially impactful. 

Launched in 2018, the brand was born from affection and community spirit—Joker, the dog, symbolized loyalty, kindness, and protection—values that continue to shape the brand’s identity today.

Joker is about more than just apparel; it is a movement. From the beginning, Giovanni made a pledge to donate 20% of all revenue to carefully selected charities. The charitable causes—ranging from animal welfare to environmental initiatives—are often chosen by Joker’s own community of followers via social media polls. Transparency is key: donations are confirmed by video, and proof of documentation is shared regularly with supporters.

Joker’s product range is as diverse as its mission. It includes t-shirts, sweatshirts, tracksuits, caps, sunglasses, water bottles, along with a unique line of organic honey and jams. Each item is produced with sustainability in mind, reflecting Giovanni’s deep concern for the environment, animals, and people in need.

At the core of Joker are three individuals: Giovanni, the founder and creative force; Riccardo, the graphic designer behind the brand’s logo; and Davide, the illustrator who brings its visual identity to life. Their synergy, mutual respect, and shared vision keep the project moving forward with humour, enthusiasm, and purpose.

One notable initiative launched by Joker was called “AAU”—Ambiente, Animali, Umani (Environment, Animals, Humans)—an attempt to create a grassroots network of awareness and action. Though halted by the COVID-19 pandemic, the ethos behind it continues to inspire future initiatives. Activities like cigarette butt clean-ups have shown how even small efforts can ignite community change.

Despite the time restraints of his main job, Giovanni’s ambitions for Joker continue to grow. He aims to expand the brand beyond Calabria, tapping into national and international markets. He is also exploring strategic partnerships—particularly with figures from the film industry—as potential amplifiers of Joker’s message.

Joker is a testament to how fashion can rise above trends. It’s a brand rooted in authenticity, driven by purpose, and fuelled by a community that believes in doing good. For Giovanni Giansanti, every item in the Joker range—be it a hoodie, t-shirt, or jar of organic jam—is a tool for awareness, a statement of purpose, and a step towards a better future.