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Joie, the vintage-inspired womenswear brand first became known for its cargo pants but soon developed a following for its breezy yet refined blouses and cozy yet smart knits, among other things. In 2007, Serge Azria, became the company's owner and Creative Director. Since then, he has continued to grow the label, which now includes shoes, handbags, and Soft Joie, a line of comfortable yet elegant clothes like tanks and dresses.

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