Take a step Forward


The Forward Lab is a brand dedicated to today’s conscious-living individuals.

We are committed to show that we can slow down the ways we source, produce and consume fashion & design without ever having to compromise quality and style.

Together with creatives and industry experts we develop and present Forward Collaborations: exclusive sustainable capsule collections.

We are curious, open-minded and we keep wanting to know more about sustainability. We want to offer products, knowledge and experiences we can all learn from, build on and act upon.

Let’s take a step Forward together!

Joy Asfar

Born in Lebanon and raised in Paris, Joy began her professional life in London in the arts working closely with emerging artists.

The need to build a new career with a strong focus on ethical practices came while studying for her MBA in Barcelona. But it’s only a year after graduating that the idea of The Forward Lab took shape: to give creative minds the platform to explore sustainable fashion and design.

Joy approaches each Forward collaboration like an art exhibition: exploring a new concept, working hand in hand with a designer and ultimately creating and designing new products with ethics and aesthetics always on her mind.

Less waste, less clutter, more consciousness.

Fair Trade


Conscious Material Sourcing

Reducing Waste

Got an idea for a Forward Collaboration?