Dear Johny is neither an online shop, nor a magazine. It's a space for brands rooted in Europe, chosen by a person and written in an editorial voice.

Every brand is reviewed and written about individually. No algorithm decides what's shown. Instead of selling for you, we link selected pieces straight to your own shop.

The platform is still early. Terms for the brands who join now won't stay the same as the ones who join later.

Because not every brand fits the shelf, we review each submission for how it fits our editorial DNA. If you think your work belongs here, we'd like to hear about it. Share your details and the specific piece you have in mind.