Jitske Lundgren (1980) has studied fashion in Utrecht, Southampton and Paris. She graduated the European Master in Fashion and Textile Design at the famous Institute Francais de la Mode. During a study trip to India, a purple man changed her ideas about fashion. This Indian man was responsible for dyeing the clothing. He was standing in a bath full of purple dye, and thus had to go through live in the very same color as the clothes he produced. This was not her idea of fashion being fun! After graduation, Jitske worked as a fashion designer for established brands. There, her disappointment about the fashion industry became stronger. So she decided to do it her way and started studio JUX. Jitske lived in Kathmandu for almost five years to manage the studio JUX factory together with a Nepali woman. In august 2013, a Dutch production expert moved to Nepal for the factory and Jitske came back to Amsterdam to work together with Carlien on studio JUX's international growth.