Tucked between the hills and the meadows, in a quiet little cottage, lived Jo the Rabbit. Jo was a farmer. At first glance, it looks like the perfect life. Surrounded by fields, fresh air, and endless birdsongs. However, Jo was exhausted. Not just from tending the crops, but from the invisible weight of always needing to do more. The hens laid their eggs constantly, the cows filled the milk jars steadily. In this fast paced era, where everything moved a little too quickly, Jo was quietly struggling to keep up.

Starting to question the true purpose of  life, Jo longed for some stillness and serenity. He began to find comfort and joy in the ordinary things in life. Things that are often forgotten. A nice supper after a long day of work, a hot bath to unwind, and cozy pajamas ready for a peaceful sleep. Savoring these simple joys invited calm and comfort into Jo’s noisy life.

Wanting others to feel that same calm, Jo began curating this brand with care and intention. Each set was designed to be a soft landing at the end of a long day. An invitation to slow down, breathe, and rest.