Joyce Canova

Joyce, founder of AnJoy

Born in Agra, India, and adopted in 1979 by a family from Turin, Joyce grew up in Turin, where she completed her studies and graduated as a master textile restorer. Always passionate about fashion, life has led her to explore different career paths, but without ever losing sight of her deepest desire: to leave a mark on the world against all forms of discrimination.

Since she was a child, she has felt the weight of injustice, initially linked to racism and, over time, extended to all forms of discrimination: gender, social, religious, psychological, work-related. Looking to 2030, Joyce sees this “disease”, as she calls it, even more deep-rooted and pervasive, from bullying to unequal treatment between people.

Today, approaching her 50th birthday, she has decided to take a chance and turn her dream into reality. Together with her husband, she founded AnJoy, a fashion brand that goes beyond clothing: a declaration of freedom and equality. Her genderless and no-size line, handmade with natural yarns and artisanal workmanship, recalls the lines and essence of India, uniting cultures and traditions in a single message: "We are all equal".

Through AnJoy, Joyce does not only create clothes, but a movement that celebrates inclusivity, giving voice to anyone who wants to feel represented.