Today we’d like to introduce you to Juliana De Francesco
Hi Juliana, please kick things off for us with an introduction to yourself and your story.
As a fashion designer, I spent several years working with different Argentine brands in Buenos Aires, my hometown. The idea of creating baby clothes really took shape when I was pregnant with my first daughter. I struggled to find what I wanted—gender-neutral clothing with original prints and sustainable options.
During that time, I discovered my deep appreciation for the world of childhood and how naturally I connect with it. That realization made it clear that I needed to focus on designing for babies, and that’s how IUJU was born.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Starting IUJU has been quite the adventure! When I first had the idea, I had just moved to Brazil. I was figuring things out as a new mom and potential customer, diving into the world of baby and children’s clothing. I wanted to see what options were out there and what I could do differently. But then the pandemic hit, and everything got put on hold. Soon after, my family and I moved to Mexico.
In Mexico, I really started to shape the brand, focusing on its style and aesthetic. Just as I was getting into it, we got the opportunity to move again—this time to Los Angeles! I arrived in this amazing city a bit over two years ago, still working on my English and completely unfamiliar with the local suppliers and workshops.
It’s been a journey of trial and error, asking questions, and reaching out to people. Each step has come with its challenges, but I’ve learned so much along the way. Bringing IUJU to life has felt like a whirlwind, but it all happened in just four years!
Appreciate you sharing that. What else should we know about what you do?
At IUJU, I’m all about creating unique, high-quality, and comfortable baby and toddler clothing that truly celebrates individuality. I specialize in gender-neutral apparel because I want kids to wear clothes based on their personality rather than on gender preconceptions.
IUJU clothes are crafted from organic cotton and printed with ecological inks. Everything is plastic-free, using palm seed buttons and metallic snaps. I made a conscious choice to design seasonless apparel while producing small batches for each style, ensuring everything is ethical and locally made in the USA.
What I love the most is that each garment features a hand-numbered label, emphasizing not only its uniqueness but also the small batch in which it was made.
My goal with IUJU is to celebrate the uniqueness of each baby and toddler, crafting special pieces that allow them to elevate their individuality.
Do you any memories from childhood that you can share with us?
The memories I cherish the most are the family vacations we spent camping near the beach. At that time, we all enjoyed the outdoors in a very simple way, which allowed us to connect deeply with my siblings and parents.
Another memory that I didn’t see as particularly significant at the time, but now realize marked the beginning of who I am today, is when I took sewing and design classes with an elderly woman from my neighborhood. She treated me like a granddaughter, and I loved going to learn how to make clothes alongside other older women. My favorite part was when we took breaks to enjoy tea and share cookies.
Contact Info:
- Website: https://helloiuju.com/
- Instagram: https://www.instagram.com/helloiuju/
