About us

The Origin of Londish Fashion - A Story of Passion, Cities, and Style

Londish Fashion did not begin in a studio or on a designer’s desk, but in a busy city full of contrasts. Founder Elena Londish, a young designer with a sharp eye for detail, grew up between two worlds: the classic elegance of London and the modern, free-spirited creativity of Copenhagen, where she moved as a teenager.

Elena noticed early on that clothing can be more than fabric and thread. For her, fashion was a language to express emotions, memories, and dreams. During her travels between the two cities, she became inspired by the unique ways people expressed themselves: the refined British tailoring in London and the minimalist, functional design so typical of Scandinavia.

At the age of 22, with nothing more than a sketchbook, a secondhand sewing machine, and a head full of ideas, Elena founded her own brand: Londish Fashion. The name was an ode to her roots, a blend of London and her family name, but also a reflection of the worldly, timeless look she wanted to create.

A Brand Born From Contrasts

In the beginning, Elena worked from a small studio in the Shoreditch district of London. She sewed every prototype herself and sold her first designs through local markets and small boutiques. Her style was unique: clean lines combined with soft fabrics, classic silhouettes with unexpected details. It was clothing that could be worn both in the high-paced streets of the city and during quiet moments at home.

People began to recognize her brand. Customers said they felt confident, powerful, and comfortable in her designs, exactly what Elena had always hoped for. Slowly but surely, Londish Fashion grew into a label with a loyal following.

The Breakthrough

The true breakthrough came when a well-known fashion blogger wore one of Elena’s coats during London Fashion Week. Photos went viral. The beautiful structure, the subtle asymmetry, and the handcrafted quality led to one question: Who designed this? Within a week, online orders doubled, and international retailers began to reach out.

Yet Elena remained true to her vision: small collections, sustainable production, and timeless designs that last longer than a single season. She collaborated with local ateliers and ensured that all fabrics were sourced responsibly a philosophy that still lies at the heart of the brand today.          

Londish Fashion Today

Londish Fashion has grown into an international label known for its elegant simplicity and uncompromising quality. Every design tells a story of balance: between past and future, tradition and innovation, luxury and functionality.

And although the brand is now worn worldwide, Elena still starts every collection with a walk through her two inspiring cities.