Our Story
The moment everything changed…
Joe & Bella began with a simple but powerful realization: feeling like yourself should be easy—no matter your age or ability. Getting dressed should never feel like a struggle.
But here’s what never changes…
Even when life gets complicated—physically, cognitively, emotionally—who we are at our core remains unchanged. What we wear should reflect who we are and help us feel more confident, comfortable, and truly ourselves.
So we reimagined everything…
and cracked the code.
Joe & Bella is the first premium easy-dressing brand designed for everyone. Our clothing removes the frustrations of getting dressed, with innovative features for older adults and for anyone experiencing changing abilities.
Fashion-Forward,
Function-First.
Created by an acclaimed former Lululemon designer and shaped by fashion industry
leaders from Juicy Couture and Kenneth Cole, our award-winning styles prove that fashion can be both beautiful and
effortless.
Because getting dressed should be the easiest part of looking great.
"Too ugly!!!" – My grandmother's reaction to adaptive clothing sparked everything.
During the pandemic, I watched my lifelong fashionista grandmother struggle painfully to get dressed in her memory-care community. We thought adaptive clothing would help—but what we found looked medical, not personal. It screamed patient, not person.
That's when I knew we needed to create something different—premium, fashion-forward designs that no one would ever call "adaptive."
– Jimmy Zollo, CEO & Co-Founder
Jimmy led groundbreaking work with AARP to define the needs of a new generation of older adults—insights that directly inspired Joe & Bella's founding.
Jimmy received the John Hopper Impact Award for improving older adults' lives, and he and Joe & Bella earned the AARP AgeTech Collaborative Grand Prize. Jimmy's been featured in USA Today, Us Weekly, The Today Show, Woman's Day, and PBS.