KJA is a brand by Karl Joonas Alamaa. He is an artist and designer, with a background of Estonian Academy of Arts and Royal Academy of Fine Arts Antwerp. Alamaa has had an exhibition in the HOP gallery. He was a nominee of Silver Needle 2021. He has also taken part of Tallinn Fashion Week, most lately with the multimedia work ONLY BASIC. Alamaa has also presented his work at the ERKI fashion show. In addition, he has given performances at the Zuidpool Theater in Antwerp, at Sõltumatu Tantsu Lava in Tallinn. Alamaa's work contains the mundanity of human and the dissection and contestation of social constructions, including dealing with the interrelationships between gender, fashion and the body. Alamaa often approaches topics through sensitive and controversial angles from recent history.

Humane, genderless, ageless and seasonless fashion, not women’s or men’s fashion in particular, is one of the ideas that inspires me. Garment that does not limit the wearer with its form, fit or cut and does not define the person wearing it, but allows anyone to define the essence of any garment instead.