About us

Childhood is a great dive into life. Feet in the grass, clothes dirty with dirt, jumping in the pool, attentive gaze and laughter in the middle of the day! It is discovering the world without fear and without haste. JOOBA was born from this desire: to dress childhood with color, comfort and freedom, following each new adventure.

For Luíla Vasconcelos, it all started long before JOOBA took shape. She spent 13 years in the retail market working for large chains and traveling around Brazil and the world, from South America to Asia, immersing herself in this universe and learning every detail of the development, creation and production process. But it was only after becoming a mother that everything fell into place.

João was three years old and Gael was one year old when she realized that the children's clothes she wanted for her children - colorful, comfortable and cheerful - were not available in Brazil in the way she would have liked, they were mainly found in foreign brands. And that was when the idea came to life: why not create what she was looking for herself?

Luíla became the co-founder of a children's brand that for eight years dressed children with colors, comfort and lively prints. Her own adventures and travels with her children became the inspiration for entire collections.

João's passion for dinosaurs inspired prints that became amazing rain boots, backpacks and sweatshirts. Gael's adventure in the Pantanal, where he observed birds and animals there, turned into a vibrant collection full of stories. The trip to Peru, with its colors and charms, gave life to an incredible collection, always from the curious perspective of the little ones.

In 2025, the journey gained a new chapter. The lion's mane in a different way, the children's messy hair, the diversity! Hence the name JOOB A.

JOOBA was created to accompany childhood as it really is: full of discoveries. If the day calls for a swim, the pieces with certified UV protection guarantee comfort and safety. If the game involves running around the yard, the soft fabric leggings accompany every step. If the weather changes, the windbreaker jacket protects so that the fun never stops. If the adventure involves exploring a new place, the easy-to-put-on galoshes and the fanny pack to store treasures are always close at hand!

Everything is made and designed for children during their leisure time, because childhood deserves to be lived without complications and that's what the store is about, living and having adventures.