Cork-born, Dublin-based Jo Linehan began her career in journalism as a junior editor at IMAGE Magazine. Five years later she moved to New York to pursue a fashion styling and freelance writing career; on her return in 2016 she co-founded GAFF Interiors, an online publication for affordable interior inspiration and advice. 

While working with some of Ireland’s leading fashion, home and lifestyle brands, Linehan recognised the incredible waste and disparity the consumer industry perpetuated, and began moving into sustainability journalism. She launched an independent podcast series, Futurist, and this year completed her MSc in Management for Sustainable Development at Dublin City University.

Grab a brew for our long-read to find out how she manifests her many passion projects…


Autumn is here! What are your favourite things about this season?

As a proud Virgo, this is my time to shine! Autumn always means celebrations with the people I love, sea swims, long walks and nesting; I like to do a big declutter and reset at the end of the summer so I can enjoy a calm, restful home for the autumn and winter months. I adore this season. 


Youre a true multi-hyphenate. What was your dream job as a child?

I wanted to be a pop star. I even auditioned (unsuccessfully) for Louise Walsh when I was in my teens! I went on to play drums in punk rock bands throughout my adolescence and studied music in college, but I realised working in music as a career wasn’t what I wanted to do. Thankfully I realised I was passionate about fashion, which led me to a career in journalism, so it all worked out in the end. 


Jellyfish Midnight PJs


At what point in your editorial career did your interest in sustainability come into sharp focus?

I worked in fashion magazines and as a stylist for six years without ever examining the fashion industry closely. In 2018, I began to research fashion supply chains and the industrys waste and pollution issues and my eyes were opened. Since then, Ive been committed to uncovering ways to live, consume and produce more sustainably. 

How has sustainability informed your work on GAFF Interiors and journalism?

As a journalist, my interests have always informed the stories I write. My transition to becoming a sustainability journalist was a natural evolution, and I feel really lucky that I’m given a platform to share what I learn with others through my columns in Irish Country Magazine, The Sunday Times Home magazine and the supplement I edit for the Sunday Times Ireland, CLIMATE. 

With GAFF Interiors, my former business partner Caroline Foran and I recognised that the interiors industry was generating a phenomenal amount of products that were going into landfills – furniture waste accounts for 10.78 million tonnes in the EU each year alone. We decided to reframe GAFF and launch a new platform, GAFF Shop, where like-minded homebodies can buy and sell pre-loved pieces in a safe, aesthetically pleasing setting online.

Its been a great success, and I love seeing people find a new home for a piece they have treasured for years, or a first-time buyer bagging the life of their dreams at a great price. Creating a circular economy is so important if we are to lower our environmental impact as a society, and GAFF Shop is a small way to help encourage everyone to reconsider second-hand pieces. 



Fast fashion is complicated – and women in particular are excessive consumers, from clothing to single-use beauty/skincare products, and the rest. Humans need affordable goods, but the Earths natural resources (and its mainly developing-world labour force) need protection, too. Is consuming less the best solution overall?

Its a complex issue, for sure, and theres no silver bullet. I think we certainly need to reconsider how we consume. For example, in 2019 alone, consumers wore over 100m single-use outfits. That means outfits were worn once and then thrown away. The planet simply cannot sustain this kind of consumerism – its wasteful and highly polluting.

We need to move away from a take-make-waste mindset and move toward a more considered consumerism. Buying second-hand and pre-loved, investing in better quality items, and then, when eventually we’re finished with an item, finding a new home for it or recycling it responsibly are all part of the solution. We need to be able to express ourselves through clothing, beauty, food and interiors – but theres a more mindful, less impactful way to consume than many of our current practices.


Favourite ever second-hand purchase?

I recently treated myself to a really special Stella McCartney tote from Vestiaire Collective. Its a piece Ive wanted for years, and I know Ill keep it forever. Vestiaire is a great platform, as they verify every item and really make buying pre-loved enjoyable and secure. Stella McCartney has been pushing the boundaries of what sustainable fashion can mean for years, and I love her commitment to animals and the environment. 

You recently completed your masters. What did you learn most about yourself as a mature student’ – and what will you do with the luxury of time now youre no longer studying?

I never, ever thought I’d go back to college. When I initially went to university (many years ago!), I felt so out of place. I didnt like the social life, I missed home, and I struggled to get to grips with my course, and eventually dropped out. I made my peace with not being suited to university, but when I came across a course in management for sustainability at DCU, I found myself excited…

I didnt set out to prove anything. I just knew I wanted to upskill and hone my expertise. It was the most challenging thing I've ever done, and I had so many moments of doubt, but completing it and proving to myself that I could rise to the challenge has been one of the biggest achievements of my life to date. I learned that when you have passion for what you do, that passion will keep you going through the hard times and the good. And I learned that I have a support system of people around me who are willing to cheer me on. 


What puts a spring in your step in the mornings – and keeps you awake at night?

Spring in my step – coffee, and my morning walk with my dog Harley. What keeps me awake is trying to balance everything. I wish I had more time to spend in Cork with my family and friends, and its always on my mind. 

How do you balance work and wellness?

I lucked out because my mam is a Tai Chi teacher and introduced my sister and me to meditation and mindfulness at a young age. I have to exercise every day, whether I get a couple of walks in, a run or a Pilates class; those moments keep me sane and quiet my mind. I schedule a class, or time for a run, like it was a meeting and stick to it. Moving my body and giving myself headspace is as important as work or anything else in the day, so I’m strict with myself and treat it as such. 


What book(s) are on your nightstand?

Oh, I have some great ones Im stuck into right now! Im currently reading The Artists Way by Julia Cameron. Its a guide on how to unlock your inner creativity, and its full of challenges and tasks, which I love. Ive also started The Karma of Success by Liz Tran. Liz is a career coach and hosts an excellent podcast called Reset. Her book is a mindful guide to working and living well, and so far, its beautiful. 


Any top design or styling tips for making the bedroom a sanctuary?

Pick out some crystals that speak to you and your needs, and keep them on your nightstand – dont forget to charge them during the full moon. 

Flora Pink Pyjamas 

Do you have any pre-bedtime rituals?

I turn my phone off and spend time cleansing my skin and putting on my skincare. Then I get into my favourite PJs and read for a few minutes. Before I fall asleep I like to run through the day and pick out the things that Im grateful for: a nice coffee, a meeting that went well, a call with my parents. I find that even on the not-so-great days, there are always things that went well or are worth being thankful for. 


Where and when was your last truly mellow moment?

Last weekend I got up at 6am, hopped in the car with Harley and headed to one of my favourite places in the world, Killiney Hill. We hiked to the summit and then walked the length of Killiney Beach before getting a coffee in Dalkey village and heading home. Killiney at sunrise is heaven. 


If you could fly anywhere in the world tomorrow – on a zero-carbon, fair trade magic carpet, natch – to where would it be?

New York. I love the energy, the people-watching, the style. Its the only place I could see myself living other than Ireland. 


Imagine a much-anticipated Friday night on your own. Your Moon + Mellow PJs are on, and you have the TV – and couch – entirely to yourself. What is your go-to feel-good film, snack and refreshment?

I recently watched Past Lives and loved it. I shed a few tears, but I still think it counts as a feel-good movie! My snack is always Tonys Chocolonely chocolate; its highly addictive though, so be warned. And Im partial to a glass of prosecco.



Who would be your top three celebrity pyjama party guests, and what would your playlist involve?

Deon Hinton is an NYC-based photographer Im currently obsessed with, so would love to chat with him. Lily Higgins – I love her recipes, and I think we would have a good natter. The band HAIM. They seem like great fun, and wed definitely have a sing-song. 


What will you be wearing when you slip between the sheets later?

My Moon + Mellow Jellyfish Midnight Long Set. Ive been wearing Moon + Mellow PJs for four years and I adore them. They’re soft, breathable, wash beautifully, and I love the design details – the pockets, scalloped-edge cuffs and drawstring make getting into PJs feel luxurious. Its something I look forward to at the end of every day.

Investing in organic materials is really important to me. The majority of the clothing we wear these days is synthetic and fossil fuel-derived. Wearing a natural material in bed is better for your health and for the health of the planet. Plus, supporting Irish is always key. The jellyfish print is so unusual; they cheer me up just looking at them. 

Jellyfish Long Set Pyjamas