Sothiares was founded in Stockholm in 2024 by Yael and Noel, built on a simple belief: that considered menswear should not be reserved for the few, neither by price or accessibility.
For too long, the modern wardrobe has felt like a compromise. On one side, garments designed to last a season. On the other, quality so closely guarded by price that it remains out of reach for the men who would value it most. Sothiares was created to close that distance , to make the kind of clothing that rewards a closer look, and to make it accessible to the man who has always wanted better, not more.
Though our story is young, our perspective is deliberate. We were not in a hurry to begin, and we are not in a hurry now.
Stockholm is not incidental to who we are. The essence of Scandinavian design, restraint, quiet confidence, an instinct for what to leave out, runs through every piece we make. Our silhouettes are clean. Our palettes are considered. Nothing is added that does not need to be there.
Yet we have always looked south for our inspiration. A favorite word that usually comes up when we are looking for our next product is "Sprezzatura" an Italian way of studied nonchalance," representing the art of making difficult tasks or highly curated outfits appear completely effortless and natural
We did not want to make more clothes. We wanted to make the few that a man would actually keep.
We believe the modern wardrobe is not built in a single afternoon. It is assembled, slowly, from pieces chosen with intention, each one earning its place. A Wool zip that softens with wear. A cut close to the body. A coat that fits as though it were always yours.
Sothiares is for the man who understands this. Who would rather own ten garments he genuinely loves than fifty he tolerates. Who values craft, but does not need it to be loud.
Our offering is intentionally focused. Every fabric is selected with care, every cut considered. We work only with mills and makers who share our standards, and we resist the temptation to produce more for the sake of producing more.
What we offer instead is permanence, the quiet confidence of a wardrobe that does not need to be replaced. Garments that are at home in a Stockholm winter and a Venetian spring. Pieces that arrive once, and stay.
The best time to dress well is always now. The best way to dress well is to choose carefully, and to choose for life.
Sothiares is just beginning. But the principles that guide us, timelessness, restraint, and the conviction that quality should not be a privilege, will not change. We are grateful you are here at the start.
