Groes is the sophisticated, seedling brand to note. Launched by Dilly Groes in December, its bestsellers The Kate Blazer and London Coat, notable for their duo fastening lapels, have already been integrated in the smartest wardrobes. “They’re quality pieces without the extortionate price tag,” Groes says.
After a River Cafe launch party, supported by Downton Abbey’s Laura Haddock, the brand has started to make waves — and catch eyes. “I have worked in online fashion my whole career and I wanted to create a totally new concept which allows our customers to not only find quality staples for a fair price, but also shows you the power of styling and how to make the most of your wardrobe. Hopefully encouraging people to buy better and less,” she says.
Groes (Silvia Draz)
“We have collaborated with emerging British stylist Flossie Strickland to create three looks (work, evening and weekend) for each piece in our core collection. At Groes, you can not only find quality wardrobe staples to cherish forever, but also discover new brands or ways to wear existing pieces in your wardrobe. We don’t gate keep, but instead want to make online retail fun and inspiring again,” she continues.
Groes (Silvia Draz)
“I really created Groes to be for the modern women, whoever that is. The beauty of the pieces is in their versatility and quality. Saying that, I am half Danish and have family in Copenhagen, so I think the minimalist Scandinavian style influenced my approach to building the perfect wardrobe staples,” Groes explains.
Groes (Silvia Draz)
But it’s also all about London. “I think the versatility of the pieces is what London style is about. The Groes girl can grab her London Coat or Kate Blazer and take it from the office, out to dinner, weekend walks in the park and everything in-between. Our tailoring is also a nod to British Savile Row history, which I think will always influence our pieces in some way,” she says.
Alongside the jackets, Groes suggests their Florence shirt, £170, as a good entry product for the brand — “it’s the wardrobe staple everyone needs,” she says. “We have it launching in chocolate brown at the end of the month as well.”
The core collection, from £40, groes.com