A luxury brand that celebrates the daily ritual of getting dressed, Comme Sit was founded by Jenni Lee in 2019. Initially focused on perfecting well-designed, well-made and quality socks, the brand has since evolved to offer other essentials like cotton and silk boxers, trousers, and shirts.
The Egyptian cotton socks are intended to be an effortless addition to any outfit – not too thin, not too thick – so it's no surprise to see everything else in the collection is just as considered. Designed with both style and function in mind, attention to detail, fine materials, and expert craftsmanship are all on display. “The Comme Si woman appreciates getting dressed as a daily ritual where every choice is intentional,” explains Jenni.
Comme Si only works with the most sustainably and ethically sourced materials and chooses its manufacturing partners based on their expertise, working conditions, and operating philosophies. The brand's factory in Italy is OEKO-TEX® and REACH certified, ensuring fair pay and working conditions, and Comme Si is also committed to continuous improvement through eco-friendly and conscious practices.
As well as launching the community focused Studio online – a place where the brand will share its many sources of inspiration – Jenni also plans on turning Comme Si into a global luxury lifestyle business. That's all while maintaining the founding principles behind the brand, specifically timeless design, quality craftsmanship, and ethical, sustainable practices.
“I missed proper clothes and FINNEY was a reaction to all the streetwear and sportswear I was seeing, as well as not being able to buy the kind of things my friends and I want,” explains founder and creative director Phillip Bodenham. “My go-to is a perfect, loose fitting silk shirt and I dreamt of trousers that were wide and comfortable, smart in the front but like a tracksuit pant in the back.” Today, the brand offers a range of simple, smart, and versatile luxury basics.
In short, FINNEY really is the embodiment of effortless luxury. “It’s comfortable and a little bit sexy,” Phillip says. “For the SS22 collection, I wanted beautiful tonal pieces, and to introduce some house motifs – the dalmatian prints, the chrysanthemums and modern, blown out Hawaiian prints.” This is also the first collection to introduce natural and sustainable silks.
Phillip hates microplastics. “All these manmade fabrics feel terrible against your skin and then when they’re washed, they shed into the water supply and oceans. It’s a core principle that we will never use manmade fabrics.” Neither is Phillip interested in turning FINNEY into a big brand. “I want to create beautiful things that will last, and that people will wear time and again. I believe in buying less and buying better – we’re aiming only to make hero pieces that people will cherish for years to come.”
Having already secured the A-list seal of approval from the likes of Kristen Stewart, the brand intends on hosting a catwalk show in LA at the end of May, and launching a FINNEY Home collection before Christmas. While the first collection focuses on silks, AW22 will introduce cashmere, and next year the plan is to work with organic Belgian linens and cotton.
Natalia Georgala’s hunt for the perfect boyfriend shirt started a few years ago, and has since turned into the brand Woera. The Greek label offers high-quality, well-tailored shirts and separates that are designed to stand the test of time. “I am a very discerning customer,” Natalia jokes. Unsatisfied with what was out there, Natalia took matters into her own hands and created a product that would be tailored to fit women’s needs without compromising on the original masculine appeal. “Our long-term ambition is to offer an edited wardrobe of men’s staples that have been taken into the world of women’s RTW.”
The current spring/summer collection is a tribute to Natalia’s Greek roots and unique heritage. “Each piece sets the tone for the ultimate island uniform, while also portraying the Greek lifestyle in all its splendour,” she tells us.
“I always keep empowerment and consciousness front of mind. I want to empower the women that wear my brand but also the people I work with,” Natalia tells us. “Being a young brand, there’s a full cycle to be considered, as well as every person involved in that cycle.” Natalia designs the collection herself, and the production is local – she works with a family-run tailor in Athens. That way, she can ensure the best quality and most ethical manufacturing processes.
Having already enjoyed a positive reaction from customers, Woera has teamed up with a range of retail partners. “I want to use this opportunity to get a better understanding of what our clients really want from us and who the Woera woman is in different parts of the world. We also have some very exciting projects launching this year in South Korea, Asia, Middle East and the US, which I can’t wait for.”