Aesthet

Aesthet started in 2013 as an online shopping platform built specifically around Greek fashion, at a time when many Greek designers had no dedicated retail outlet of their own — working out of small ateliers or selling only through a handful of scattered stockists. The premise was to gather those labels in one place: established Greek names such as jeweler Ilias Lalaounis, contemporary label Zeus+Dione and Ancient Greek Sandals sit alongside smaller, independent Greek designers who lack their own storefronts. Aesthet expanded into physical retail gradually — its first bricks-and-mortar boutique opened in 2017 in Nammos Village on Mykonos, tapping into the island's high-season shopping crowd, before the brand opened a flagship store in central Athens in 2019, giving the label a year-round retail base in the capital alongside its seasonal Mykonos presence. The assortment spans clothing, footwear, handbags and swimwear, refreshed seasonally, with periodic clearance sales run through the online store. By curating exclusively Greek names rather than mixing in international labels, Aesthet positions itself as a single reference point for the country's contemporary design scene — a way for both Greek shoppers and visitors to find domestic designers without tracking down each individual atelier separately across the city.