Eleni Koubi is a Greek fashion designer who founded her own brand in 2021.

The philosophy behind the clothes is that the garment a person wears is not only meant to meet their physical needs and to highlight their beauty, but is an expression of their personality and cultural identity. 

The brand is promoting sustainability through garments that are not mass produced but instead a few pieces are launched in each collection that are created ethically and made mostly from natural materials, such as cotton, wool or silk, in order to minimize waste.

Greek folk tradition and the Greek elements are the dominant sources of inspiration for the designs, since the designer believes that Greek culture is an endless source of inspiration and an expression of timeless values. Beauty is the dominant value of the Greek culture and every fashion piece aims to capture this essence. The values of the Greek elements are not only historical but have the ability to shape the aesthetics of people over time through generations.