Future Makers: Juanita Page, Co-founder of Joseph & James

Meet Juanita Page, the creative force behind JOSEPH & JAMES and one of Australia’s most exciting emerging voices in menswear. With a keen eye for storytelling and a deep connection to her First Nations heritage, Juanita is transforming menswear into a space where identity, culture, and self-expression intersect.

Her work challenges conventions, blends tradition with contemporary design, and invites men to wear garments that carry meaning, purpose, and care. In this edition of Future Makers, we explore how curiosity, resilience, and vision have shaped her remarkable journey.

 

1. What was your first start in the industry and can you share your career journey? Was there a pivotal moment in your career that led you or pushed you to where you are today?

Starting out as an intern in a design agency while studying, I didn’t set out to design menswear because I saw a gap in the market, though there is one. I was drawn to it because it felt like an open field. So much of Australian fashion is defined through womenswear, it’s where most of the attention, investment, and cultural weight lives. Menswear, by contrast, felt like a blank canvas, a space where I could explore ideas without the noise of what’s already been done. As a First Nations designer, I’ve always been interested in how clothing can hold identity - not just personal, but cultural and in Australian menswear, that conversation is still in its early stages. JOSEPH & JAMES grew from that curiosity to see what happens when we look inward, when men are invited to express themselves through garments that still feel grounded, but carry a sense of story and care.

 

 2. Are there any mentors or influential figures who played a key role in your leadership style?

I don’t necessarily see myself as a leader, JOSEPH & JAMES is just me and my partner, Ashford, so in many ways we’re only leading ourselves. But from an industry perspective, I can see how my work might contribute to leadership in a different sense, by helping shape the conversation around what a First Nations voice in menswear can look like. I take pride in showing that mob are not a monolith when it comes to cultural storytelling through fashion, and that our stories can be expressed through a contemporary lens with depth, care, and nuance.

My family has been central to that. I’m able to lead in this way because they showed me how through example rather than instruction. From them, I learned that leadership isn’t about hierarchy; it’s about how you hold space for others, listen deeply, and move with integrity. In the industry, I’ve also been inspired by creatives who’ve built their own paths while staying grounded in their values, people who lead with authenticity rather than ego. That’s the kind of example I try to follow.

 

 3. What has been the biggest challenge you have faced on your pathway, and how did you overcome it?

Sustaining an independent label in Australia is incredibly challenging, particularly balancing creativity with financial realities. For me, one of the biggest hurdles has been breaking into local retail. When we reach out, the responses are often warm but cautious. Many buyers are looking for brands with established international followings or instantly recognisable aesthetics. It’s understandable, especially in a small market, but it creates a cycle that’s hard to break: you need visibility to get stocked, but often you need to be stocked to gain visibility.

To me, that doesn’t suggest a lack of interest in menswear, it highlights that the support systems around it are still developing. The infrastructure just isn’t quite there yet, and that can make the journey feel isolating at times. Whenever it starts to feel impossible, I reach out to my community and remind myself why I began: to tell stories that feel real and to build something with heart. Learning to adapt, ask for help, and embrace slower, more sustainable growth has been key to continuing and evolving.

 

4. Our industry is 76% female, however this is not the case at executive level. Do you believe the Australian fashion industry has evolved over the years, particularly in its support for women leaders? What can we all do to help change this statistic?

There’s been progress, but not enough. The Australian fashion industry is full of incredibly talented women, yet structural barriers - economic, cultural, and systemic still limit who gets to lead, be visible, and make decisions. Equity has to be part of the conversation if we’re serious about change. That means asking where it starts, does it begin at the top? Because if the same people keep rotating through executive positions, the system can’t evolve. When men continue to hold the majority of roles with real power, when will women and especially women of colour get an equitable chance to lead and thrive?

I’ve always believed that diversity breeds creativity. When people with different lived experiences come together, it changes how we think, strategise, and create. It allows us to move forward in ways that are more measured, inclusive, and holistic. True progress will come when our industry values that not as a quota to fill, but as the foundation for stronger, more imaginative leadership.

 

5. What's one piece of advice you’d share with someone aiming to follow in your footsteps?

Honestly, my first piece of advice would be: don’t do it, invest your money elsewhere! Haha. It’s a tough industry that can feel incredibly isolating at times. But if you can’t help yourself, if fashion is something you truly love and can’t seem to let go of, even with all its heartaches then make sure you build a strong community around you. Surround yourself with people who understand what it’s like to tough it out, especially within the local market. That support will be invaluable.

Before starting your own thing, learn as much as you can from people who’ve done it before. It saves you from learning every lesson the hard way while you’re still trying to build, and it opens you up to the networks and relationships that will become pivotal in your journey. And above all, stay grounded in your purpose; there's no glory in a grind that wears you down to dust. Lead with care and integrity, and the right opportunities will find their way to you.

 

 Find more about Joseph James here.