Fashion: Made in... / Athens
Greek revival
Fashion brands are focusing on authenticity and sustainability, and the drive to promote traditional manufacturing and shorten supply chains is reinvigorating makers. In the first of a new series, we find the firms defining a city’s fashion culture. First stop: Athens.
Athens is rapidly becoming a prominent creative centre, as young Greeks increasingly choose to return home from overseas and take over family businesses, rather than chase opportunities abroad. Equally, expats in search of a higher quality of life have been putting down roots in a city where there is sunshine all year, lively nightlife and a lower cost of living than in many other major European centres.
This new wave of Athenians is helping to secure the future of long-standing family businesses, as well as setting up new fashion labels and cre…
