Setton, J. is a sophisticated yet whimsical clothing line founded by Joy Setton, featuring silk and cotton textiles hand-dyed with natural materials, entirely made in Brooklyn. Setton’s fabrics and garments reflect her eclectic background: she was native New Yorker who was raised in Paris and Geneva, lived for a time on a boat, and worked in film, music, and as a writer. Inspired during a trip to Japan in 2019, she began drawing designs for textiles and experimenting with natural dyes made from plants and insects.

When it came time to launch Setton’s brand, Studio Loutsis worked with her to create the entire ecosystem, from the brand voice to the packaging to the website. Setton had an incredibly distinct aesthetic that we helped pare down to its essence; we worked through a typographic system that effortlessly matched her playful, organic style; her bold color palette; and her commitment to a clean, environmentally sound practice. Studio Loutsis put Setton’s drawings front and center in the design strategy, pairing several of her delightful sketches with a sleek yet approachable wordmark based on her name. We curated a palette of four color pairings based on the bright earth tones of her natural dyes.

Sadly, Joy Setton passed away suddenly in 2021 at the age of 41. Studio Loutsis is proud to have celebrated Joy’s creative spirit through the branding of her signature textiles and clothing.