Behind The Brand: A New Beginning

We will talk about our design journey, the ups and downs about running a fashion label, how this impacted us and how we see our business in the future.

Event | Mark your calendars 24 & 25 February 10:00 - 18:00. 

Address: Prinsengracht 175 HS, 1015 DS, Amsterdam.

Items that won’t be restocked - last chance (30% OFF all items).

Design journey

We started a little over 4 years ago (read our Journey here if you haven't read it). We have always had a passion for craftsmanship. We built our brand by making a lot of mistakes and then growing from it. What we've always known is: that we want make a change in the way most people see the fashion world and how we shop.

In 2018 we launched our first collection (with our Linen Jumpsuit) and we were overwhelmed by your enthusiasm and love. However, we quickly realised that even though you create with your heart and soul, it doesn't necessarily translate into sales. It really was all very new to us, what it meant to really run a fashion label. Our drive to create fairly made clothing with a beautiful fit and items that you want to wear on a daily basis kept us going. For us, getting that cost per wear down is a very important goal. So our pieces are not just for an event or a special occasion but can also translate very easily into your everyday life. 

How many times have you looked at your closet and told yourself you don't have anything to wear?

A traditional 'capsule closet' with a set of blazers, white t-shirts and black pants isn't necessarily everyone's cup of tea. The minimalistic way and only sticking to neutral toned colours. We wanted to to create items that both cater to people who have a minimal wardrobe or enjoy a more colourful wardrobe.

It's the starting point to your timeless wardrobe. They are not necessarily 'key pieces', but they are wardrobe staples, but elevated. You can combine them with most items in your closet, whether you have a more colourful wardrobe or a more minimalistic one.

As much as we had a clear vision, as most business owners know: reality of a business always turns out different. After the success of our label in 2019, we launched another collection (including our Cleo Dress and Suki Wrap Blouse). We wanted to make pieces that you could wear most of the year, and didn't need much effort for styling. You can put your own twist to it.

The years after that we mainly focused on launching items, instead of entire collections, so that we could really focus on the perfect fit and the quality.


Besides our production, the most challenging part of our design journey has been to staying true to who we are as a brand, and at the same time also cater to our loyal following and customers who made our business what it is today.

Only after 4 years we are finally in a space where we know exactly where we're going with our designs and we can execute that exact vision. We've made so many mistakes in the past, we've only grown because of it. 

With that said: executing your vision doesn't come easy when running a business with more than 1 person. Building trust within our journey of being business partners is a challenge on its own. We both have sacrificed a lot on a personal, but also work level. We are also both mothers and do our best to run our business.

We've had some tough times regarding financials, relationships and communication. There have been situations where we've wanted to quit because it's really hard to not only keep that relationship strong but to also run a slow fashion label in a fast paced fashion industry.

Vision for 2023

We have a very big vision and we want to grow even bigger next year. We have always wanted to make a change. But the last two years we have learned that if we want to make a change for others, we also need to think about ourselves first. What's going to be sustainable for us in the long run, and at the same time, is going to grow more and more?

We don't have all the answers yet, but what we do know is that we want to make a change in the way we launch our items and collections. Other than changing the way we re-stock and launch new items, we have also evolved into something more than the meaning of our current name. We feel we are entering a new phase in this business journey and are ready to take the next step.

A New Beginning

The last 4 years we have focused on a couple of items, and kept re-stocking the items because we wanted to give our customers and following a chance to be able to save up for them and not rush the process.

In the back end: that meant that a lot of our design ideas didn't get to be produced, because we simply didn't have the budget to both re-stock our current collection and then also produce new items. We have been able to launch a couple of new items in the last few years, but we've always wanted to do more.

[Bigger fashion companies have a bigger budget to be able to spend on new items every season. But this is not the way we want to run our fashion label, so we've thought about it a very long time in which direction works best. Ultimately we want to create less waste, and always make decisions based on this very thought]

After this year, we've been so inspired to really follow our heart even more than we've already been doing.

For the first time since we've launched: we will be saying goodbye to some of our styles that have been with us for quite some time. So that we can make room and space for new exciting items.

We will not re-stock a lot of our items next year. We will only keep a few core items.

Other than some changes in our design department, we have also decided to change our name. We have evolved into something bigger than we've dreamed of and it's time to take that next step. We're so excited to reveal more in the coming months.

Event | Mark your calendars 24 & 25 February 10:00 - 18:00. 

Address: Prinsengracht 175 HS, 1015 DS, Amsterdam.

Items that won’t be restocked - last chance (30% OFF all items).

    We can't wait for this new journey to start! Are you ready for 2023? Because we are <3

    Thank you again, from the bottom of our hearts, for your continuous love and support. Your kinds words mean more to us than you will ever know!! *doing a happy dance for you*

    Hopefully we can keep continue running our business for a very long time. Let's do this together! Who's in?

    Lots of hugs and speak soon,

    Cylia & Aliska