Joop launched his Hamburg based company in 1986. The brand had many collections for men, women and children. Joop was a keen artist, many of his drawings and sculptures have been displayed or sold, so to differentiate the brand he added an exclamation mark at the end. The brand become known for its vast fragrance range which was launched in 1987, followed shortly by Joop! Jeans in 88. In the nineties ‘Joop!’ fragrances were introduced to the American market while its fashion lines were presented in New York Fashion Week.