A story of creativity, courage and a distinctly Greek point of view.

In an extensive feature by DEALnews, KOORELOO founders Lila Karagianni and Alexis Krasanakis share the story behind the brand — from its beginnings during one of Greece’s most challenging economic periods to its evolution into an internationally recognised Greek design house.

At the heart of the story is something deeply personal: the traditional Greek kourelou. Rich in colour, texture and memory, this familiar woven textile became the starting point for a new creative language — one that transforms elements of Greek heritage into contemporary design.

From Greece to the World
The DEALnews feature traces KOORELOO’s international journey and the moments that helped shape the brand beyond Greece.

From its early presence in international concept stores to appearances in global fashion media, including Vogue, and its presence in Netflix’s You, KOORELOO gradually built an identity capable of travelling far beyond its place of origin.

Yet international growth has never meant abandoning its Greek roots.

It has meant carrying them forward.

Craftsmanship, Identity and Storytelling

The interview also explores the philosophy behind KOORELOO: a commitment to craftsmanship, authenticity and a strong visual identity.

For Creative Director Lila Karagianni, creativity extends beyond the object itself. Painting, colour, texture, traditional craft and contemporary art all become part of the same creative vocabulary.

Each KOORELOO piece is therefore conceived not simply as a fashion accessory, but as an object with character, emotion and its own story.

This approach has gradually expanded beyond handbags, opening KOORELOO’s creative universe to art, hospitality and collaborations across different disciplines.

Building an Independent Greek Brand

The feature also looks behind the creative side of KOORELOO at the realities of building an independent brand: entrepreneurship, persistence, strategy and the challenge of establishing an international presence while remaining true to a distinctive identity.

For founders Lila Karagianni and Alexis Krasanakis, KOORELOO was created through a decision to leave established careers behind and pursue something uncertain but deeply personal.

What began with one handmade object grew into a brand with an international audience — while craftsmanship and creative independence remained at its core.

Rooted in Greece. Designed to Travel.

The DEALnews interview ultimately tells a story that goes beyond fashion.

It is about transforming heritage rather than simply preserving it; about allowing traditional references to enter a contemporary creative world; and about building something internationally relevant without losing the identity of where it began.

Rooted in Greece. Designed to travel.

Further Reading:

Read the full feature on DEALnews →