Ep. 11: Gem app founder Liisa Jokinen on the joy of second hand clothing and documenting personal style around the world
Update: 2025-06-23
Description
This week on Closet Philosophy, we talk with Finnish street style archivist, photographer, and founder of the Gem app, Liisa Jokinen. Liisa has been documenting what people wear on the street for more than 20 years—and in doing so, she's built a visual time capsule of personal expression, cultural shifts, and everyday creativity.
In this episode, we dig into:
- How second-hand shopping is freedom
- How clothing choices offer clues about identity, mood, and values
- What changed when she moved from Helsinki to New York
- How she developed the Gem app for vintage and secondhand shopping
- Why older women are some of the most exciting dressers
- And how to cultivate your own style voice over time
Liisa also shares her philosophy on dressing for yourself, what makes a great outfit, and why individuality—not trends—is the future of fashion.
Find Liisa:
- Street style archivist and founder of Gem
- Explore her photos: NYClooks.com
- Instagram: @nyclooks, @hellooks and @liisajokinen
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