With a vintage-inspired DNA, recognizable prints and a focus on sustainability, King Louie builds on what made the Dutch brand great. FashionUnited spoke to Nadia Seghrouchni, International Sales Manager Wholesale, and Diane van Ieperen, Senior Marketing Communications Specialist.
King Louie has its roots in the Noordermarkt in Amsterdam. The founders Ann Berlips and George Cramer sold their most beautiful vintage finds there in the 1980s. This love for vintage grew into an independent, international women’s fashion brand. The starting point for each collection is the same: vintage-inspired, feminine and expressive, with wearability as the common thread. “We are not looking for a break with the past, but rather build on what our customers know and value. For us, renewal lies in refinement and further development.”
Color and print as trademarks
Whoever says King Louie says color. The brand develops its own prints and works with rich color palettes that evoke a vintage feel, but always with a fresh, modern twist. This recognition in color and print is not a minor aspect. It is a central part of the brand DNA that sets King Louie apart. The material underlines this story. The fabric not only determines how clothing feels, but also how often it is worn. King Louie consciously chooses soft, comfortable materials with a good fit and long-lasting quality, such as supple jersey and fine knitwear.
Versatile silhouettes and denim as a focus category
The collections revolve around versatile silhouettes that combine comfort and confidence. The focus is on well-fitting trousers, versatile tops and soft knits that can be effortlessly mixed and matched, complemented by feminine dresses. “The strength lies in our mix & match approach, which focuses on fit, wearability and combination options.” Denim is playing an increasingly important role. Over the past few seasons, King Louie has consciously invested in this category, with particular attention to fit, quality and comfort. Denim remains a focus category for the upcoming summer collection, with the brand combining its vintage signature with modern fits.
Sustainability as a foundation
Quality and responsibility go hand in hand at King Louie. The brand works with carefully selected materials, under fair working conditions and with a transparent production chain. The collections are designed to last longer than one season. This is a conscious decision that fits the customer’s values and the direction of the brand. “Our future lies in deepening our DNA while continuing to respond to our customers’ needs. We want to surprise within a familiar framework: modern, but always with that vintage heart.”
How is this brand story reflected in the SS27 collection? You’ll read that soon on FashionUnited.
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