Joy Lily

Joy Lily Sustainable by design. For people and planet. www.joylily.co.uk Tribal Twist is a clothing line inspired by African art and culture.

The line which was launched in October 2011 by founder and designer, Joy Kamau, tries to change the way african prints were looked at by making vintage inspired modern pieces to fit in with the day to day life of our clients. The line known for its bold prints and asymmetric cuts, includes ready-to-wear pieces and accessories. Creating it's first pieces for mostly family and friends as customers,

Tribal Twist has slowly branched out, creating pieces for artists such as Musik Maestro, Tboy (don't jealous me) and Stino. Kamau modestly describes her line as having a "vintage inspired edge" look.

Did you know that 35% of microplastics in our oceans come from washing synthetic clothing? Every time we wash synthetic ...
22/04/2026

Did you know that 35% of microplastics in our oceans come from washing synthetic clothing?

Every time we wash synthetic fabric, thousands of invisible fibres escape into our waterways, into our water, our food, and eventually, us.
It’s one of those facts that once you know, you can’t unknow.

And it’s one of the reasons Joy Lily exists.

We are building collections rooted in natural, low-impact materials. Pieces designed for longevity. Circular practices that honour both the maker and the earth.

We haven’t launched yet. But when we do, every single decision will have been made with this in mind.

The earth is not ours to exploit. It’s ours to care for.

How many of your favourite pieces are actually made from synthetic materials?
It might surprise you.

👇
Join our waitlist — link in bio.
Be the first to know when we launch.

Cost per wear is often spoken about, but rarely applied.Spring, in particular, tends to encourage purchases that feel ri...
26/03/2026

Cost per wear is often spoken about, but rarely applied.

Spring, in particular, tends to encourage purchases that feel right in the moment but don’t always remain in rotation.

A more thoughtful approach is to consider not just whether you like a piece, but how often it will realistically be worn as well as how well it fits into your wardrobe over time.

25/03/2026

We asked our founder:
3 wardrobe essentials, 2 fabrics worth investing in, and 1 styling hack everyone should know.

Here’s what she had to say!

Dressing between seasons doesn’t have to be complicated. Save this guide as your reminder.
23/03/2026

Dressing between seasons doesn’t have to be complicated.

Save this guide as your reminder.

Most wardrobes don’t need more pieces.They need better habits.Because the way clothing is cared for often determines how...
20/03/2026

Most wardrobes don’t need more pieces.

They need better habits.

Because the way clothing is cared for often determines how long it truly lasts.

A thoughtful wardrobe rarely happens by accident.Sometimes it simply begins with asking the right questions before buyin...
13/03/2026

A thoughtful wardrobe rarely happens by accident.

Sometimes it simply begins with asking the right questions before buying something new.

Fashion trends move quickly, often faster than wardrobes can keep up.Seasonal colours, silhouettes and “must-have” piece...
10/03/2026

Fashion trends move quickly, often faster than wardrobes can keep up.

Seasonal colours, silhouettes and “must-have” pieces appear and disappear with remarkable speed, leaving many garments worn only a handful of times before they feel outdated.

Investment pieces offer a different approach.
They form the quiet foundation of a wardrobe with pieces that remain wearable long after trends have passed.

In many ways, choosing timeless clothing is not only a style decision, but a more thoughtful one.

Because longevity in clothing is often where sustainability truly begins.

A guide on spotting quality pieces when shopping online.When you can’t touch the fabric, the details matter even more.Fr...
05/03/2026

A guide on spotting quality pieces when shopping online.

When you can’t touch the fabric, the details matter even more.

From fabric composition to stitching, well-made garments always leave clues.

The more you understand them,
the better you shop.

Save for your next online order.

A garment that traps heat is often worn once and forgotten.One that allows airflow is worn again and again.Breathability...
28/02/2026

A garment that traps heat is often worn once and forgotten.

One that allows airflow is worn again and again.

Breathability influences consistency and consistency is what builds a lasting wardrobe.

A look into GSM.Fabric weight is what gives materials their character.It determines whether a piece feels light and brea...
26/02/2026

A look into GSM.

Fabric weight is what gives materials their character.
It determines whether a piece feels light and breathable or dense and structured.

Have you ever noticed the weight of a fabric before buying?

Reading labels is a simple habit with a profound impact: it shapes what you buy and how the pieces in your wardrobe last...
25/02/2026

Reading labels is a simple habit with a profound impact: it shapes what you buy and how the pieces in your wardrobe last.

A little attention today ensures your wardrobe stands the test of time.

Address

London

Website

Alerts

Be the first to know and let us send you an email when Joy Lily posts news and promotions. Your email address will not be used for any other purpose, and you can unsubscribe at any time.

Contact The Business

Send a message to Joy Lily:

Shortcuts

Share

Category