Jolie Den was founded by Jita & Mata, two Malian girls born and raised in Brooklyn, NY, with a deep love for their culture and hometown. Jolie Den is a brand inspired by the nostalgia of Malian pop culture, brought to life in modern fashion. A culmination of bold New York City street style and a vibrant West African culture, Jolie Den aims to platform the new wave of Malian creativity and artistry from the diaspora.

The phrase jolie den means “pretty girl,” in Bambara/Mande, reflecting the unwavering self confidence that Malian women have. Growing up as one of the few Africans in our neighborhoods and schools, this confidence was not something we always felt. Jolie Den is our way of healing the inner child who didn’t recognize the beauty in herself until she got older. After all, every it-girl has a come up story, and we hope you are able to see that in yourself, right now. Jolie Den is also a brand for the girls that yearn to be connected back home. To be connected from a culture that often feels so far away.

Our mission is to celebrate being unapologetically yourself—a trait deeply rooted in Malian culture, and other cultures alike. Through Jolie Den, we hope to inspire girls across the African diaspora to embrace their beauty, heritage, and individuality with pride. 

xoxo, Jita & Mata