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Silou is a luxury activewear brand founded by former model and mother of three Tatiana Kovylina, and marketing entrepreneur and yoga teacher Phoebe Greenacre. In 2016, Tatiana and Phoebe were driven to create their first range of functional, feminine “lifewear” as a response to their busy lifestyles and the need for multi-tasking pieces that could be worn to the gym and beyond, consciously. Crafted to perform, shape and support, Silou clothes are always:
We work with textile engineers in Italy to create luxurious, performance-tested technologically advanced fabrics that are non-toxic, sustainable, moisture-wicking, body-shaping, soft on the skin, long-lasting and high-quality.
Based on the idea of wardrobe staples, our designs are classic, elegant, seasonless and versatile. Using a second-skin concept, our activewear performs both in the gym and throughout the day.
Our activewear is produced with dedication and care in sweatshop free production houses in both Lithuania and Portugal, which surpass European standards of good working conditions and fair pay.
As a working mother of three, a dedicated Yogi, global traveller and amateur athlete, Russian-born Tatiana increasingly found herself living in her activewear throughout the day. This led her on a search for pieces that were feminine, precision cut, high quality, sustainable and multi-use, designed to empower the wearer and enhance their body. Unable to find anything that ticked all the boxes, she was inspired to create Silou, a brand where activewear could be repurposed as everyday-wear; where the pieces resonated with her aesthetic and sustainability ideas, and which were long-lasting and felt beautiful to wear. As a former model for Vogue, ELLE and Harper’s Bazaar and luxury brands including Givenchy, Calvin Klein, Victoria’s Secret, Ralph Lauren and Oscar De La Renta, Tatiana knows that health, wellbeing and life choices can affect your ‘silou-ette’. She translates this knowledge into multi-functional designs with a shapewear fit that can comfortably and confidently be worn all day long.
Follow on Instagram @tatianakovylina
With more than 15 years’ experience marketing high-end brands across the travel, fitness, health and luxury industries, Australian native Phoebe is also a 500-hour qualified yoga teacher with a passion for health, wellbeing and conscious living. Upon meeting Tatiana and discovering a shared enthusiasm for yoga, mindfulness and a commitment to sustainability, the pair founded Silou with the aim of creating premium activewear that felt good on the body and was good for the planet. Having headed-up marketing at multiple national and international companies and later founding her own niche agency helping international start-ups to grow, Phoebe was well placed to become co-founder and CEO of Silou. When Phoebe is not working in the Silou London office, teaching yoga on rooftops or restoring balance at a yoga retreat, she is speaking about the business of wellness at events and functions around the UK. Follow on Instagram @phoebegreenacre