The Story Behind The Misko Print™ | Josephine the Label

The Misko Print™ is Josephine’s debut custom print. The Misko Print™ represents more than just a pattern—it’s a meaningful collaboration with whenua and an honouring of my whanau. Deeply grounded in whakapapa, it remains true to Josephine’s aesthetic: sophisticated with a touch of quirk. The print is inspired by my great-great-grandparents. My great-great-grandfather, Misko (also known as Michael), migrated to Aotearoa from Croatia at the age of 13, travelling alone. He joined the thriving gum industry in the Far North before meeting my great-great-grandmother, Lucy, of Ngāpuhi descent. They settled on Lucy’s family land in Hokianga, where they started their family.

After months of researching ideas and developing the design, I decided to use a childhood art technique called “rubbing”. I began exploring the land, searching for the perfect pattern. It was essential to me that this process be a true collaboration with whenua. I chose to use only non-living trees and materials that would not harm the land. After extensive development, I settled on a gum tree from the Hokianga as the basis for the final print. I feel this print beautifully honours both my Croatian and Māori heritage.

I am incredibly proud of this custom Josephine print, which represents not only a deep connection to my heritage but also a design that is protected and will become a staple concept for the brand, embodying the values of collaboration, sustainability, and authenticity that define Josephine’s unique aesthetic.

The Story Behind The Misko Print ™