The Joie brand was launched in 2001 in Southern California with women's cargo pants. The line has expanded to a wide variety of contemporary women's clothing, footwear, and purses.
Joie is known for its fashionable and chic casualwear. Serge Azria purchased part ownership of the company in 2004, and became sole owner and creative director in 2007. Under Azria, the Joie brand has expanded worldwide, with a boutique opening in Paris in 2009.