One eyebrow raised: 'hi my name is Joffrey'. One eyebrow down: 'hi my name is JOFF', was the opening line of his introduction for the Festival International des Arts de la Mode in Hyreres, 2002. JOFF is the alter ego, the 'brand' of Joffrey Moolhuizen, created in 2001 when he graduated from the Rietveld Acedemie in Amsterdam. After graduating from the Fashion Institute Arnhem in 2002, JOFF decided for a rather unconventional approach. Instead of concentrating on the fashion system, that forces young designers to make a new collection each season, he chose to establish his label through the art circuit. However, in terms of design JOFF's work is made from a fashion perspective. The designer is intrigued by the dividing line between femininity and masculinity. His signature style could therefore be typified by its androgynous character. JOFF works for the renowned label Mansharey and was part of the artistic team behind the Arnhem Fashion Biennale held in June 2005. During Dutch Touch New York, JOFF will perform together with Grizzly Bear (music), Elissa Santiago and Voin de Voin (choreography) in the fashion performance Ofoffjoff.