JM Modeagenturen can now be found in the new showroom 617 on the third floor at CAST.

How it all started
Interestingly, Johan did not start his career in fashion. During his internship, he worked at a DIY store, but quickly realized his interests lay elsewhere. He made the switch to a clothing store, where his passion for fashion took root. He then moved on to an inside sales position at a trouser company in Amsterdam, eventually transitioning to the field sales team. In 2012, he took the leap and became an independent entrepreneur.

Johan started out as the agent for CAMP DAVID and gradually built his own portfolio, including brands like Colours & Sons and the bracelets of Steel & Barnett. Today, he represents brands that align with his personal vision: sustainable production, European quality, and true craftsmanship.

The brands represented by JM Modeagenturen
Currently, he represents a selection of carefully curated brands from his showroom at CAST.
Johan represents Zilton, a trouser brand known for its perfect fit, attention to detail, and comfortable wear. For shirts, he partners with Seidensticker, a German manufacturer with over 100 years of experience and its own global production facilities—a name synonymous with quality and reliability.

His made-to-measure label, Bórelio, allows clients to fully customize shirts, trousers, and outerwear like vests and blazers. A perfect addition for premium boutiques looking to offer their customers something truly unique. Johan also represents the stylish men's bracelets by Steel & Barnett, as well as high-quality scarves from Dante Shawls—elegant accessories made in Germany. Finally, he works with Pearlwood and JPLC Brands, both known for their refined aesthetics and eye for detail.

“All of my brands are true specialists,” Johan explains. “They each focus on doing one thing—and doing it exceptionally well. Whether it’s trousers, shirts, or accessories, I stand fully behind every product.”

The flexibility of a showroom at CAST
After years of working from home and temporary spaces, Johan found his ideal location at CAST at the start of the SS26 season. “The flexibility CAST offers is perfect.” His collaboration with fellow agent Theo Kip is also a strength. “We’re on the same floor, refer clients to each other, and benefit from one another’s network. That synergy works very well.”

In the showroom and on the road
Johan’s work is dynamic—a blend of showroom-based sales, maintaining relationships post-season, replenishing stock where needed, and visiting new retailers. He also travels across the country for his accessory collections. “Sometimes I restock displays on the spot. But when it comes to clothing, the showroom works better—it allows buyers to see the entire collection at once, which is inspiring.”

A regular at PREVIEW MEN
Since the second edition, Johan has been a regular participant at PREVIEW MEN with his agency. “It’s accessible, highly visible, and attracts exactly the kind of clients I want to reach. What’s great is that you meet both existing and potential new customers.”

Vision for the future: quality over quantity
Although Johan frequently receives inquiries from new brands, he deliberately chooses to stay focused. “I want to grow with the brands I already represent—and that only works if I take the time to really understand my clients and support them effectively. I don’t need to be the biggest; I want to be relevant to the retailers I work with.”


Discover the collections now in showroom 617 (level 3) @ CAST.

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JM Modeagenturen