Why We Started Sothiares

The idea for Sothiares began not with a business plan, but with a shared frustration. We Yael and Noel knew exactly what we wanted to wear: garments with elegance, ease, and a sense of identity. But finding that balance without spending hundreds of euros per piece felt impossible.

We weren’t drawn to fashion for the sake of trends. We were drawn to style — to garments that feel personal, purposeful, and quietly powerful. Long before the brand took shape, we knew what our pieces would look like, how they’d move, and what they’d stand for. Sothiares was born from a desire to create what we couldn’t find: clothing with character, accessible luxury, and a new kind of energy.

Our History

Sothiares is the embodiment of quiet Mediterranean elegance, where Scandinavian restraint meets the sensual richness of southern tailoring. At the heart of the brand lies a simple truth: true sophistication isn’t loud. It’s felt,  in the drape of a coat, the weight of wool, the confidence of a perfect fit.

Founded by Yael A. and Noel W., Sothiares is a Swedish-born fashion house rooted in a cross-cultural heritage. Scandinavian minimalism forms the foundation, while the textures, silhouettes, and spirit of Mediterranean tailoring breathe life into every collection. We believe in Smart Luxury,  a philosophy that celebrates elevated design, ethical practices, and timeless craftsmanship, all without the excessive price tag.

Smart Luxury, Reimagined

Sothiares challenges traditional luxury conventions by cutting out inflated markups and focusing on what truly matters: craftsmanship, materials, and thoughtful design. By streamlining production, operating digitally, and fostering close relationships with manufacturers, we’re able to offer garments of exceptional quality — without the traditional luxury markup.

Understated Elegance

Our design language is quietly confident — clean lines, neutral palettes, tailored silhouettes, and a focus on layering. Every piece is made to slip effortlessly into your wardrobe and elevate it. Whether you're strolling through Florence or dining in Stockholm, our garments move with ease between moments and moods.

There’s no “typical” Sothiares customer. We design for individuals,  for those who know the power of dressing well without overthinking it. Throw on a tailored blouson, your favorite trousers, a watch, and go. That’s the Sothiares spirit: ease, elegance, and presence.

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Designed for the Modern Gentleman

At Sothiares, we design for those who move with intention. For the modern gentleman who values confidence over flash, and character over conformity. Our customers return not just for the cut or fabric, but for what the garments make them feel: elevated, empowered, and unmistakably themselves.

The best time to start dressing with purpose is always now. But for us, refinement is a continual journey one without boundaries.

 Sothiares is more than a fashion label. It’s a statement of quiet luxury, a tribute to thoughtful design, and a reflection of what elegance looks like in the modern age.

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