Now 10 years on from that tumultuous time, Joblin, alongside husband and business partner Ben Dundas, has reflected on the brand’s legacy.
“It’s such a special moment to stop and celebrate everything we’ve built, but for us it’s also about looking ahead. Federation has always evolved and this anniversary is really about the next chapter,” Joblin said.
“We’re so open to opportunities, and we’re excited. It’s a nice feeling being this age because you have so much of an archive of things you’ve learned along the way. It’s not, ‘Okay, we’re coming to the end of this, let’s start wrapping things up’. It’s like, ‘No, what can we do now? Where can we change?’”