THIS IS THE STORY ABOUT HOW FOUR DECADES OF STRUGGLES WITH SEVERE ATOPIC DERMATITIS (ECZEMA) HAVE LED ME TO FOUND A HEARTCRAFTED BRAND OF CLOTHING, FEEL GOOD COUTURE™ AND TO DISCOVER MY MISSION.
My name is Joanna Blein and I’ve been life-long Eczema Warrior. I’ve been suffering from a severe atopic dermatitis whole my life (4 decades now to be precise + rosacea, perioral dermatitis and alopecia are not strange to me either) so I know very well how debilitating and isolating this condition can be.
After my last hospitalisation due to eczema in December 2018 and huge failure of the newest, revolutionary biological drug, I exhausted the list of my medical options. I also broke down like never before.
I felt defeated…and naked. Yes, naked, because I couldn’t stand anything that was touching my sore, red, cracked skin.
WHEN NORMAL IS NOT NORMAL
After hospital I went back to work, but my productivity dropped significantly. The itch and the pain of my whole body was insupportable. I couldn’t focus on anything else than itching and none of my clothes was bringing me the relief I was so craving for. I was in pain, feeling unhappy, unattractive, constantly irritated, and hopeless. For the first time in my life I couldn’t put myself together.
NECESSITY IS A MOTHER OF INNOVATION
I was desperately seeking for safe yet fashionable eczema-friendly clothes, something I could wear to office and that could bring me the relief, but I couldn’t find anything, but I found out something else though. I discovered that there are more women like me who suffer from skin conditions and dream of the clothes that will keep their uber-sensitive skin happy and make them feel like a queen of style.
This was the moment I decided to finally turn the idea I’ve been having for over 25 years and create my own brand of feeling good, natural, safe, and comfortably stylish clothes for you and me, women with sensitive skin and skin condition.
Why? Because it is our right to feel good in our clothes.
IT'S OUR RIGHT TO FEEL GOOD IN OUR CLOTHES
Twenty-five years it’s a lot of time to develop a clear vision of FEEL GOOD COUTURE™. From the very beginning I knew that real women with skin conditions will star in my photo sessions, I won’t retouch the photos, and I want real emotions.
THE FEEL GOOD COUTURE™ MISSION
But FEEL GOOD COUTURE™ isn’t only about the skin-friendly clothes. It’s also on a mission to normalize the chronic skin conditions. After years of hiding and suffering in silence, I feel a huge urge to speak up, because the world need to know that skin conditions are more than skin deep.
THIS IS WHY FEEL GOOD COUTURE™ WAS BORN.