Hi there! We're KITRI.
Hi there! We’re KITRI, an independent fashion brand by a small team of creatives in London.
Founded in 2017 by Haeni Kim, KITRI was borne from the frustration of not being able to find hard-working, well-made hero pieces that didn’t break the bank. A digitally focused direct-to-consumer brand, we produce all our styles in strictly limited quantities offering a fresh fashion collection every month without overproducing and contributing to waste. Plus, our limited quantities ensure you won’t bump into the same outfit on the street. Win, win!
Just like our Don Quixote-inspired namesake, KITRI represents smart, fun and creative spirit through our lively prints, strong silhouettes and playful use of colour, all designed in-house. Our mission is to make you look good and feel happy with our collection of power pieces to wear now and – most importantly – love forever.
Not so premium prices.
We're coming directly to you – no middle men, no extra cost - so we can bring you the best quality and designs for the best possible price.
The most common side-effect of wearing KITRI. We make clothes to make you look and feel amazing, with a side of ‘where did you get that?’.
Keep checking in on us for new arrivals. Our monthly collections and weekly drops will work (and play!) as hard as you do.
Haeni moved from South Korea to London at the age of twelve to pursue her dream of being a professional ballet dancer. It was during this period of grueling training regimes and long hours in the studio that Haeni began to nurture a sense of determination and discipline that would later spur her on to build businesses, and name the brand 'KITRI' after her favourite female role from the classical ballet 'Don Quixote'!
Having immersed herself in the world of luxury fashion in her early twenties, Haeni decided to further her exploration of the industry, in sales and marketing in London and then in manufacturing and sourcing in Hong Kong where she led a design and product development division. Concurrently, Haeni launched Fox and Flyte with her two best friends, an e-commerce, direct-to-consumer site dedicated to selling accessible and affordable antiques.
With her experience in the arts, fashion, and direct-to-consumer e-commerce, she decided to launch KITRI in 2017, with the simple mission to create hard-working, well-made hero pieces that didn't break the bank.
We are committed to joining the conversation around sustainability within fashion. We’d love to share our current (and evolving) story around what we’re doing to remain responsible for our planet.READ MORE