Aaiko was founded in 2005 by Amsterdam-based designer Pauline Brakenhoff. In Japanese, it means ‘beloved’, while in old Germanic languages it means ‘tough.’ These contradictory messages neatly summarise the brand’s dual values: femininity and strength.

Inspire wanderlust with easy-wear pieces from Aaiko

If you’re the type to prefer to nod to (rather than diligently follow) the latest trends when getting dressed every day, then you’ll love Aaiko’s free-spirited, creative take on the season’s most popular styles. Brakenhoff has spent a good chunk of her life travelling around the world, and she takes inspiration from her adventures when designing her collections for Aaiko. This manifests in wanderlust-inspiring pieces, including free-flowing dresses and eye-catching printed trousers, crafted in the richest hues. In warmer weather, pair one of these passport-ready pieces with some sunglasses and a straw hat and you’ll be good to go, whether you’re spending the day with friends, heading out to the shops or finally setting off on your next travels. In the colder months, team the brand’s cosy separates with your favourite knitwear.

Opt for a classic finish with Aaiko clothing

More interested in keep-forever classics than punchy printed pieces? Aaiko also has you covered with its collection of basics in subdued shades like sky blue, black, cream and navy. This is the sort of clothing that you can pull on quickly for a smart workwear look in the morning, then polish up for evening drinks with the help of a few choice accessories and some killer heels. Our Aaiko edit includes items that you can use as building blocks for your wardrobe: think slouchy knits, tailored trousers and laid-back T-shirts, helping you nail the timeless finish you love every time.

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