The Brand

Founded in London on the 9th of September 2016, our brand specialises in versatile, modern, timeless pieces with a specialist focus on working with natural fibres.

Cashmere, merino wools, baby alpaca and cottons remain central, that are sourced from hand-picked, sustainable suppliers around the world. There is something distinctly charming in the knowledge that each spool of luxurious yarn and therefore garment, can be traced back directly to the animal from which it came.

The Concept

The concept behind our designs is to create something special yet timeless The pieces are well considered and versatile and we’d like to think that we have something for everyone.

Our designs are targeted towards professionals who have an appreciation for good quality products that are comfortable, elegant, functional and allow freedom of movement.

Our collections are inspired by a passion for travel and has a global gypsy meets jet set spirit combining luxury with a bohemian lifestyle.

We keep our designs understated, chic and unexpected, differentiating the ordinary from the extraordinary.

The Mission

Our driving force is to create beautiful pieces whilst remaining mindful of how the creation of our designs affect the environment. Consequently, we source only the finest natural raw materials and streamline our processes to minimise carbon footprint and making our mission simple – To provide our customers with luxury essentials whilst being responsible, which is equally important as quality functionality and aesthetic.  

We love to give back wherever possible and run the #CashmereMadeWithLove Initiative where 10% from our profits are contributed towards keeping someone else warm.

About The Designer

Adeela is a London based designer, knitwear specialist, creative director and entrepreneur with well over a decade of business, luxury and fashion industry experience. 

Her extensive training includes a BA degree in Textile Design from Central Saint Martins where she specialised in knitwear, as well as a BA in Business Marketing from the American University London. 

Since graduating she has worked for and been head-hunted continuously by many well-known fashion houses including Dior Couture, Calvin Klein and Vivienne Westwood and most recently Burberry where she spent the last eight years across a wide spectrum of creative departments. Her experience has ranged from designing and developing collections, directing and managing large creative teams, fashion sourcing, building and nurturing client and production relationships, through to working on marketing and PR activities.

Her deep knowledge of the luxury and fashion market has moulded her vision to provide customers with luxury essentials that consistently adhere to the latest environmental standards, whilst striving towards being a key player championing environmental preservation and eliminating waste. She is also the founder of her eponymous fashion label.

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