The company was founded as a designer label by German fashion designer Wolfgang Joop in Hamburg, Germany, in 1986. Joop, who had been selling designer clothing under his last name since 1981, established a successful license business that eventually offered upscale womenswear, menswear, kid's clothing, accessories and home articles. To distinguish the brand from himself as an artist he added an exclamation mark to the name. A secondary denim and sportswear collection, Joop! Jeans, was created in 1988. The company is most notable for its vast fragrance range originally launched in 1987. In the mid-1990s, Joop! fragrances were introduced to the American market while its fashions were presented at New York Fashion Week and sold by American retailers such as Saks Fifth Avenue.

Joop! Go by Joop! is a Woody Aromatic fragrance for men. Joop! Go was launched in 2006. The nose behind this fragrance is Sophie Labbe. Top notes are Rhubarb, Bitter Orange and Pimento; middle notes are Violet, Cypress and Bourbon Geranium; base notes are Balsam Fir and Musk.

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Ingredients: alcohol denat., Aqua/water/eau, parfum/fragrance, ethylhexyl methoxycinnamate, limonene, linalool, butyl methoxydibenzoylmethane, ethylhexyl salicylate, Comarin, propylene glycol, bht, benzyl salicylat Yl Ionone, Citronellol, Citral, Geraniol, Disodium Edta, Acrylatas/Octylacrylamide Copolymer, Hydrolyzed Jojoba Esters, Fd & C Yellow no. 5 (CI 19140), FD & C Blue No. 1 (CI 42090).