At the heart of VON JOOF lies a lifelong passion for riding, for elegance, and for the art of intentional living.

I’m Sona Joof, a lifelong equestrian, creative at heart, and the founder of VON JOOF.

Growing up in Germany, I was always surrounded by horses. Before launching my own brand, I studied engineering and business, but horses have always lived in my heart, alongside a deep love for fashion and art, passed down from my mother who is an artist herself.

In 2024, I founded equestrian.vogue, a platform dedicated to capturing the timeless beauty of equestrian culture. What started as a passion project quickly grew into a space that connects style-conscious horse lovers from all over the world.

VON JOOF is born from the idea that riding is an art form, just like style, just like design. A brand that brings together everything I love: Riding, refined aesthetics, and a sense of calm strength. It’s about more than performance: it’s about expression. Every piece is designed to blend form and function, to bring luxury into motion, and to elevate the everyday rituals of equestrian life. 

This is a brand for riders who believe in timeless design, who see beauty in detail, and who understand that elegance is a quiet kind of strength.

Thank you for being part of this journey.

In love, 

Sona