Three Names to Know Right Now

While Toteme, The Row, and Khaite expanded the market pie by becoming synonymous with 'Quiet Luxury', they simultaneously became "names that too many people already know." The wardrobes of high-end consumers and editors instinctively began searching for the next chapter—names that deliver the thrill of IYKYK (If You Know You Know), where value stems from knowing what others have yet to discover.

Interestingly, the sharpest radars in the global fashion scene are pointing concurrently toward three entirely different cities: Amsterdam, Paris, and Byron Bay, Australia. The three brands featured in this session all faithfully execute the fundamental rules of quiet luxury: husband-and-wife (or solo) founding, strictly material-driven design, and quiet, community-based growth.

Amsterdam: Róhe

"A Wardrobe Is a Continuation, Not a Season"

Launched in Amsterdam in 2021 by a husband-and-wife duo, Róhe was highlighted by the global fashion search platform Lyst as "a minimalist alternative stepping into the global spotlight." The brand has already secured major retail channels including Net-a-Porter and Selfridges.

Róhe's aesthetic originates from Italian fabrics and heritage ateliers passed down through generations—pairing silk trousers with chunky knits and layering architectural outerwear. An interview with founder Marieke Meulendijks best captures the core of the brand:

"Our process always starts with the fabric. We bring back fabrics from previous collections to create continuity. Instead of making loud seasonal statements, we create a continuous wardrobe. When something works, we refine it over time."

The brand operates at a price point and sensitivity that precisely targets the continental European gap between COS ($70+) and Toteme ($400–$900).

Paris: ALFIE

"Paris Without the 'French Girl' Cliché"

Founded in 2020 by Paris-native Alice Fresnel, ALFIE stands at an inflection point, transitioning from an insider brand to explosive mainstream awareness as Dua Lipa and Hailey Bieber eagerly wear its pieces.

ALFIE's strength lies in translating '90s minimalism and menswear codes into womenswear. Fresnel's autobiographical experience growing up among brothers and borrowing their clothes produced an ideal balance between tomboy and feminine sensibilities—seen in high-waisted boxer shorts and oversized collar shirts. Additionally, its signature 'backless top', reinterpreted each season through varying colors and deadstock luxury fabrics, enjoys cult popularity.

While initially focusing on D2C pop-ups, ALFIE recently entered major wholesale stockists including Moda Operandi and FWRD to scale up. From a select shop buyer's perspective, it represents the most time-sensitive name to secure early.

Byron Bay: St. Agni

"A Couple Who Started Minimalism in the Capital of Bohemian Style"

Founded in 2014 in Byron Bay, Australia, by a couple who initially intended to open a cafe before spontaneously crafting hand-woven leather bags and sandals, St. Agni is an enduring minimalist house celebrating its 12th year.

What makes their story compelling is its starting point. Byron Bay in 2014 was at the peak of colorful, exaggerated bohemian trends. Yet the couple chose the polar opposite path—stripping everything back—leading Forbes to describe them as "pioneers who were doing quiet luxury long before the term existed."

Today, the brand has expanded into premium ready-to-wear, footwear, and home objects, with its first standalone US store slated to open next spring. By maintaining a transparent supply chain focused on natural fibers (rejecting polyester) alongside an accessible price range of $150 to $400, St. Agni represents the most refined, quiet extreme within the broader 'Australian Wave' alongside brands like DISSH and POSSE.

Next Curation: Connecting Three Cities

The shared success formula across these three brands is clear:

1. Material-First Design: The starting point of design is always the fabric itself.
2. The Continuous Wardrobe: Rejecting fleeting trends in favor of an evolving, cohesive wardrobe.
3. Quiet, Community-Driven Growth: Achieving expansion organically through community rather than paid marketing.

Rather than introducing these brands individually, consider presenting them under a single, firm narrative framework: "The Next Generation of Quiet Luxury," uniting the contemporary sensibilities of Amsterdam, Paris, and Byron Bay.