"Ulla Johnson's entry to the fashion world was an unconventional one. Ulla was born and raised in Manhattan, New York, a daughter to archaeologists, so she felt she had to pursue academic studies at university; rather than explore her fascination for fashion.

However, Ulla strongly believes that her degree in psychology and women's studies has influenced her designs now and how she creates clothing for women. Her motivation is making women feel empowered whilst introducing elements of fantasy and it is the gaps in her own wardrobe that provide a meaningful insight as a woman designing for women.

Ulla's fashion career started to grow over the years and in 1998 her eponymous label was born. Over the past two decades Ulla's fashion label has become a cult classic and a commercial success.