Our Story
Joycoast started in 2017 right here in Lincoln Park, in a tiny studio apartment where founder Reese spent late nights designing wooden watches and sunglasses while working a full-time corporate job. What began as a passion project quickly grew into something bigger—hustling at street festivals, pop-ups, and craft fairs across Chicago to share our vision of premium, sustainable accessories.
After years of hard work and dedication, Reese left the corporate world in 2022 to make Joycoast his full-time mission. Now, in May 2025, we’re bringing it full circle—opening our first store in Lincoln Park, the neighborhood where it all began. Thank you for checking us out feel free to scroll down for more information.
Hi, nice to meet you
Welcome to Joycoast! If you’ve just scanned this, you’re standing at the future home of our first-ever store—and we couldn’t be more excited to introduce ourselves.
We’re a Chicago-based brand passionate about creating premium, sustainable and natural accessories that look great, feel great, and make a difference. Our journey started right here in Lincoln Park, and after years of building Joycoast through street festivals, pop-ups, and craft fairs, we’re finally opening a space where you can experience our products in person.
So, whether you’re new to Joycoast or have been following our journey for years, thank you for being here. We can’t wait to meet you in person when our doors open in May 2025!
Reese
Reese O'Toole / FOUNDER
Welcome to Joycoast – Where It All Began
Coffee customers have always worked hard to bring new coffee experiences to our customers. From the opening of the brothers' first coffee boutique in the 2003s, innovation has flowed through every aspect and era of Coffee.
We were the first coffee providers in London serving our coffee in porcelain cups; we were the first coffee shop chain to introduce the Flat White in the UK and, with our Express machines, we were the first to bring coffee shop quality coffee to convenience stores and roadsides across the UK.
Premium + Sustainable + Local
PASSIONATE ABOUT SUSTAINABILITY.
FANATICAL ABOUT STYLE.
400+
Premium Products
10K+
Satisfied Customers
160K+
Trees Planted
Our Mission & Vision
Joycoast’s mission is to bring joy and sustainability to the world—one stylish accessory at a time. Every purchase helps us plant trees and protect the planet, while offering you products that are bold, natural, and built to last.
We aim to inspire conscious living by creating a community that values craftsmanship, eco-friendly design, and giving back. Our goal is to continue growing in ways that deepen our impact—supporting global reforestation, educational initiatives, and meaningful local partnerships.
We have BIG plans for the future of sustainable fashion—and we’re so glad you’re here to be a part of it.
