"For those who dare to embrace the unknown and choose the power of creativity over the delusion of the masses."

Early years and Inspiration

JANBOELO was launched in 2010, straight from my passion for craftsmanship and creativity. After completing my studies at the Utrecht School for the Arts and internships with icons such as Jan Taminiau in Amsterdam and Balmain in Paris, I knew I wanted to steer my own course. From the start, the JANBOELO label was a reflection of my conviction: fashion is not just about clothes, it is a way of showing strength and self-expression. Bold designs, clean lines and edgy details were central to the collections, and it brought me the privilege of dressing famous names like Ellen ten Damme, Carice van Houten, Caro Emerald, Armin van Buuren and the band Within Temptation. The brand grew rapidly and gained international acclaim, especially with the introduction of a ready-to-wear line.

Models on the runway for the JANBOELO 2013 collection show at Amsterdam Fashion Week

Models on the runway for the JANBOELO collection show at Amsterdam Fashion Week

Growth and Turnaround

Although this growth led to higher sales volumes, the dynamics of the brand changed. The focus shifted increasingly to targets and sales figures, something I began to feel less and less comfortable with. Creativity and freedom took a back seat, while commercial pressure and speed prevailed. I found that I began to understand the fashion industry better and better, and came to realise that mass production and fast consumption in fashion were not part of my values. The world is flooded with clothes, much of it ending up in landfills, and I felt the need to stop following this path. I missed the deep satisfaction that comes with creating something unique, something that tells a story and lives on in the wearer’s wardrobe.

Model wearing JANBOELO collection in Paris for a lookbook shoot

Model wearing black dresses by JANBOELO for a lookbook photoshoot.

Model wearing JANBOELO outfits for a lookbook shoot

Travelling as a Source of Creative Deepening

After a period of reflection, I decided to temporarily put the fashion industry on pause so that I could refocus. During that time, I started travelling a lot in search of inspiration and new energy. Trips to Kenya, where I got to know the Masai Mara, and Uganda, where I spent time with the Karamajong, among others, brought me new insights. The diversity and beauty of these cultures inspired me deeply, and I felt the creative urge to make beautiful, unique things again. Not limited by time and targets, but with all the space to create real art.

Revival with A Clear Mission

Now, after this journey full of inspiration, I am ready to revive JANBOELO. This time with a clear focus on exclusivity, sustainability and authenticity. Every garment and art piece I create is a unique expression of the culture and stories I have encountered during my travels. It’s not just about fashion, but about craftsmanship, and about telling stories through clothes and objects. No more mass production, no more ready-to-wear collections; each piece is timeless and designed for people who want to highlight their unique style. In addition, the webshop offers not only clothes, but also art objects from my travels, often made by people from empowerment programmes. These items are made with the same care and love, and each has its own story.

For Those Who Dare

JANBOELO is back for those who dare. For the free-thinkers, the dreamers, and the world travellers who see beauty in the unseen. Here it’s about more than fashion; it’s about the journey, the craftsmanship, and the freedom to make beautiful things without compromise.

Under the name Luymes&Drenth, I joined forces with designer Jo Luymes to offer a joint collection of unique creations and special products. This collaboration combines our shared passion for craftsmanship, exclusivity and sustainability. Together, we design and select pieces that not only tell a story, but also perfectly match our shared vision of authenticity and aesthetics.

We are currently working hard on new, unique creations and setting up a webshop where these special products can soon be admired and ordered. The process takes time, as each piece is made with care and attention. Would you like to be the first to know as soon as the website and shop go live? Then subscribe to our newsletter and stay informed about all updates and launches. Together, we are preparing for something beautiful worth waiting for.

Want to read more about me and my travels? Find out how Karamoja shaped my vision and my unforgettable trip to Banda Neira in Indonesia.