Anyone who’s spent time in Greece knows the best souvenirs rarely come from airport gift shops. The real finds are hidden in independent fashion boutiques where Greek fashion brands and designers are reworking heritage through a distinctly modern lens.
Over the past decade, a new generation of labels has emerged – some deeply rooted in traditional craftsmanship, others pushing Greek fashion onto the international stage. From resortwear that feels made for the Aegean to jewellery, leather goods and statement eveningwear, these are the Greek fashion brands worth seeking out.
1. Stefania Frangista
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Founded in Athens, Stefania Frangista’s namesake label sits at the intersection of swimwear, resortwear and conscious design. After studying fashion in New York, Frangista returned to Greece determined to create pieces that felt both elegant and effortless – swimwear that flatters, and resort pieces that move seamlessly from beach to dinner. Her collections are produced using high-quality Italian fabrics, many of them eco-certified. The result is a wardrobe built for long Mediterranean summers: understated, refined and designed to last well beyond a single holiday.
What to buy: minimalist swimsuits, silk kaftans, and lightweight cover-ups you’ll wear every summer.
2. Zeus+Dione
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Founded in 2012 by Mareva Grabowski and Dimitra Kolotoura, Zeus+Dione was created with a clear goal: to reinterpret Greek heritage through contemporary fashion. They work closely with traditional artisans across Greece – from silk weavers in Soufli to embroidery workshops and textile makers. The pieces feel deeply rooted in Greek culture without looking nostalgic.
What to buy: silk shirts, linen tailoring, and pieces with hand-woven or metallic thread detailing.
3. Nadia Rapti
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With a background in political science and fashion design, the Athens-based designer Nadia Rapti launched her label in 2010 with a focus on strong tailoring softened by fluid draping and asymmetry. Her collections blur the line between masculine and feminine dressing – sharp blazers sitting alongside relaxed silhouettes and unexpected proportions. Everything is designed and produced locally, too.
What to buy: oversized blazers, tailored trousers and statement pieces.
4. Kooreloo
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Kooreloo was founded by stylist-turned-designer Leila Karr, who saw an opportunity to create bags that felt both playful and culturally rooted. Each Kooreloo bag is handcrafted in Greece, combining traditional weaving techniques with modern materials like leather, chains and raffia. The brand’s signature detail is the inclusion of two gold-plated coins inspired by ancient Greek currency. Kooreloo bags have gained a loyal international following and quickly become one of Greece’s most recognisable accessories labels.
What to buy: holiday purses, event clutches, bag charms.
5. Greek Archaic Kori
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The Athens-based label focuses on natural fabrics like linen, cotton and gauze, creating breezy silhouettes designed for warm Mediterranean climates. Hand-embroidered details and subtle metallic accents reference classical Greek motifs, but the overall look remains clean and modern. With stockists across Europe and beyond, the brand has become a go-to for understated island style.
What to buy: white linen dresses with gold embroidery, easy kaftans and relaxed summer sets.
6. Callista
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Callista is one of Greece’s most respected leather goods brands. Founded in Athens, the label focuses exclusively on handbags, each handmade using high-quality Italian leather. What sets Callista apart is its balance of simplicity and personality – the designs are practical enough for everyday use but distinctive enough to stand out.
What to buy: structured top-handle bags, soft leather shoulder styles or one of their limited-edition colours.
7. Costarellos
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Greek designer Christos Costarellos launched his namesake label with a vision of romantic, couture-inspired fashion rooted in craftsmanship. Known internationally for his intricate lacework and flowing silhouettes, Costarellos blends vintage influences with modern tailoring. His collections often feature delicate embroidery, soft tulle and detailed handwork. The label has become especially popular for occasionwear and bridal, too.
What to buy: lace dresses, embroidered gowns and statement evening pieces.
8. Ancient Greek Sandals
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Founded by Christina Martini and Nikolas Minoglou, Ancient Greek Sandals has become one of Greece’s most globally recognised fashion exports. Inspired by footwear worn by ancient Greek gods and goddesses, the brand reimagines classical sandal silhouettes using modern design and high-quality leather. Each pair is handcrafted in Greece by skilled artisans.
What to buy: classic leather sandals, Jelly flip flops, or minimalist strappy designs.
9. Mary Katrantzou
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Mary Katrantzou is arguably Greece’s most internationally celebrated fashion designer. Since launching her London-based label in 2008, she has become known for bold prints, architectural silhouettes and intricate textile innovation. Often referred to as the “queen of print,” Katrantzou’s work blends technology, craftsmanship and storytelling in ways that push fashion into new territory.
What to buy: statement printed dresses, printed eveningwear and collectible runway pieces.
10. Devotion Twins
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Devotion Twins captures the relaxed, bohemian spirit of Greek island life. Founded in Athens, the brand is known for its signature cotton dresses, intricate embroidery and geometric patterns inspired by traditional Greek textiles. Lightweight fabrics and loose silhouettes make the pieces ideal for warm climates.
What to buy: embroidered maxi dresses, patterned cotton sets and relaxed summer tunics.
11. IT’S A SHIRT.
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This Athens-based, family-run brand by Christina and Kostantinos Christodoulou creates sustainable, unisex, high-quality shirts made from premium fabrics like cotton and linen. Handcrafted in Athens using ethically sourced materials from Greece, Italy, and Switzerland –including vintage deadstock – the brand also operates a physical store in the city centre.
What to buy: classic oxford button-up shirts.
12. LESS SONDER FEELING
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LESS SONDER FEELING is an Athens-based brand creating hand-drawn prints and patterns, proudly made in Greece. Inspired by the idea of “sonder” yet redefining it, the brand empowers you to see yourself not as a passerby, but as the protagonist of your own story.
What to buy: graphic tees, terry towelling sets, beach cover-ups.
13. Daphne Valente
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Daphne Valente is defined by sculptural, pleated garments inspired by Ancient Greece, combining timeless, one-size designs with freedom of movement and an easy sense of elegance. Her pieces are sustainably made and ethically crafted in Athens using environmentally friendly, cruelty-free materials and zero-waste practices, resulting in pieces often described as affordable haute couture.
What to buy: pleated garments, occassionwear.
14. NISÍ
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NISÍ was born from the mind of Amelia Eftos, who pulls from her Greek heritage to create surfwear in Australia. The brand's wetsuit range exclusively uses Yamamoto Japanese limestone "Ecoprene" as well as BIO-SS, Bio-based rubbers (eco-friendly petroleum and neoprene- free alternatives to traditional materials – but with all the same weather-resistance and stretch).
What to buy: wetsuits, board shorts, swimwear.
15. Mouzáhres
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MOUZAHRES is a design project by Evana Natalia that explores cultural multiplicity through the exchange between Eastern and Western traditions. The brand will be hosting a trunk show in North Fremantle from 18–25 March 2026, 10am–3pm daily, with limited stock available.
What to buy: bandeau tops, silk cotton scarves.
16. Sun of a Beach
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Founded by friends Melina Pispa and Ellie Rountou, the brand's ethos was formed by memories of childhoood summers spent under the Greek sun, by the Aegean Sea. The brand aims to reimagine the beach towel through a contemporary Greek lens and are produced entirely in Greece — supporting local craftsmanship and proving that Greek design and manufacturing can stand at the highest level.
What to buy: beach towels, bags, swimwear,
