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Jennifer Johnsen 🇩🇪


''Everyday is unpredictable. It's chaotic, It's demanding, But it's also incredibly rewarding''




Jennifer is the Founder of J-040 - The First 100% Natural UV Protection For Textiles That Turns It Into Fashionable Collections & Show That Sustainability, Fashion & Health Can Co-Exist. She has taken the challenge to answer our 20 Truth Questions, For us to gain some insight, And learn the Truth about the person behind the venture.



My TRUTH Story:

1. INTRODUCE YOURSELF IN THE THIRD PERSON TO A CROWD OF 10,000+ PEOPLE?

Meet Jennifer, the visionary founder and CEO of J-040, hailing from the vibrant heart of Hamburg. She's leading a revolution in the fashion industry with the world's first 100% natural UV protection for textiles, aimed at reducing environmental impact and championing sustainability.


2. WHAT IS YOUR DEFINITION OF A TRUTH FOUNDER? A Truth Founder is someone who not only identifies gaps and issues in their industry but also actively seeks truthful, impactful solutions. They lead with integrity, aiming for a balance between profitability and planetary well-being.


3. WHAT EVENT OR EVENTS HAPPENED TO YOU THAT INSPIRED YOU TO BECOME A FOUNDER?

My mom was always self-employed and such an inspiration for me- what a women! So I always knew I wanted to be a Founder and wrote my first business plan at the age of 15 or 16 years old.


But I wanted to find my niche, my passion, "my thing". The crucial event was when my lecturer gave a speech and talked about armor-like clothing while I studied fashion design.


It immediately clicked - And the idea was born!


4. WHAT IS YOUR MORNING ROUTINE & RITUAL? My morning begins with a moment of gratitude, followed by.. sike!


As a Founder at an early stage, I don't have a routine. I roll out of bed, walk my dog, immediately open my laptop when I am back and get to work.


The truth is, everyday is unpredictable; matcha in one hand and my phone in the other, I tackle the day's challenges as they come. My schedule is defined by the needs of J-040, from unexpected calls to late-night brainstorming sessions. It's chaotic, it's demanding, but it's also incredibly rewarding!


5. WHAT MANTRA,QUOTE,LINE OR PHRASE DO YOU SAY OFTEN TO INSPIRE AND MOTIVATE YOURSELF? Adopting a 'with or without you' energy, I embrace the coolness of my work, knowing it progresses regardless of external validation. This mindset alleviates stress in high-pressure situations where the urge to sell can overshadow authenticity. It’s about owning what you have and not losing yourself in the crowd.


6. WHY DO YOU THINK PEOPLE SHOULD CARE ABOUT YOUR VENTURE? People should care because J-040 is more than a brand; it's a beacon for change in the fashion industry. We show that sustainability, fashion and health can co-exist. We want to show people that change IS possible and will get more visible and approachable for them without them having to give up anything.


7. WHY DO YOU THINK YOU ARE THE ONE TO MAKE YOUR VENTURE A SUCCESS?

Due to my immune disease I am personally attached to it. I understand my customer better than any other, because I am one!


Plus I bring a strong and unique background of 10+ years in the fashion and startup industry in various fields.


8. WHAT DOES SUCCESS LOOK LIKE FOR YOUR VENTURE? ( START WTIH: IMAGINE A WORLD... WHAT IF...WE WILL BE... )

IMAGINE A WORLD where fashion enriches our planet rather than depletes it.


WHAT IF our wardrobes could protect the environment?


WE WILL BE the catalyst for this shift, making eco-friendly fashion accessible to all.


9. ANSWER THESE AS MANY TIMES AS YOU LIKE - I BELIEVE... I DON'T BELIEVE... I believe in the power of science to create sustainable solutions.


I don't believe in sacrificing our planet for the sake of fashion.


10. WHAT'S ONE DECISION YOU MADE AS A FOUNDER THAT COMPLETELY CHANGED THE COURSE OF YOUR JOURNEY? Getting a Mentor.


11. WHAT DO YOU REGARD AS YOUR GREATEST SUCCESS PERSONALLY & AS A FOUNDER? Personally, learning to embrace the rollercoaster journey of entrepreneurship has been my greatest success. It’s taught me resilience, patience, and the value of small victories.


As a Founder, seeing what I invisioned come to live and BE POSSIBLE is immensely rewarding. It validates our mission and the hard work behind it.


12. WHAT DO YOU LIKE MOST ABOUT YOURSELF AND WHY? I value my ability to stay optimistic and solution-focused, especially in the face of challenges. This mindset made my way of thinking extremely creative and I find a solution in any situation, no matter how hopeless it might seems.


13. WHAT'S ONE THING YOU CAN IMPROVE ABOUT YOURSELF, AND WHY DO YOU THINK YOU HAVE NOT DONE IT BY NOW?

Prioritizing. Early-stage founding often means wearing multiple hats, and that can feel overwhelming, because everything seems important. But it isn't. Tools and strategies helped me to find a routine for this and it feels helpful to (at least) know what you can do, when it starts getting overwhelming.


14. WHAT'S THE BEST PIECE OF ADVICE YOU'VE EVER RECEIVED OR GIVEN, OR BOTH?

"Fall in love with the problem, not the product."


15. ON A SCALE FROM 1 TO 10 - 10 BEING THE BEST. HOW WELL DO YOU THINK YOU AND YOUR TRUTH STORY IS CLEARLY UNDERSTOOD BY YOUR COMMUNITY? ( WHY NOT 10? ) I’d say an 7. While we've made significant strides in communicating our vision and the science behind our products, there’s always room to improve our storytelling to make it more relatable and to highlight the tangible impacts of our work.


16. WHO DO YOU MOST ADMIRE AND WHY? I deeply admire entrepreneurs and leaders who stand out not just for their achievements but for their authenticity. Those who remain true to their values and transparent in their journey, even admist challenges, inspire me the most.


Leaders like Yvon Chouinard of Patagonia, who has consistently prioritized environmental ethics over profits, exemplify this authentic approach, demonstrating how businesses can lead with conscience and make significant changes in the world.


17. DESCRIBE YOUR VENTURE - ELEVATOR PITCH STYLE?

J-040 is a science-based fashion startup that develops the first 100% natural UV protection for textiles and turns it into fashionable collections. In doing so, we are tackling the environmentally harmful status quo, which still requires synthetic fibers or toxic chemicals to achieve UPF.


UV protection is just the beginning for us; we want to continue to tackle problems in the fashion industry and make it both: impactful and profitable.


18. WHAT IS YOUR CURRENT MISSION STATEMENT OR MESSAGE + MARKET FIT FOR YOUR VENTURE?

Our mission is to make sustainable fashion truly sustainable, from production to product end-of-life, reducing the industry's environmental impact without sacrificing style or functionality.


J-040 fits perfectly for environmentally conscious consumers and brands looking to make a real difference.


19. WHAT DO YOU LIKE TO DO TO UNWIND AFTER A LONG WORK DAY?

After a long day, I have to go on a long walk with my dog to kinda walk off the pressure of the day, let my thoughts be for a while and to have a "clean" mind when I come home. Then I just like to cook and put on a podcast. But tbh there are a lot of days where I just walk and fall in my bed, too. As I said there are no promised routines.


20. WHAT WAS THE LAST THING YOU TREATED YOURSELF TO AND WHAT DID YOU CELEBRATE? Actually I didn't celebrate. I had a bad work day. A few years back I had this stupid rule for myself to only buy my favorite coffee or matcha when I had a successful work day- what even is that ? I flipped this and now I buy my favorite coffee or matcha ESPECIALLY when I have bad days.


BONUS QUESTION: WHAT WOULD YOU LIKE TO SAY TO ALL THE PEOPLE THAT ARE SUPPORTING YOU ON YOUR AMBITIOUS JOURNEY?

Thank you for believing in our mission.


Your support fuels our innovation and drives us closer to a sustainable future.


Together, we are making a difference.



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