It's Sam from Grae Cove. It's nice to meet you. I'm the Chief Brand Officer at Grae Cove.


Grae Cove CBO


Why did we start Grae Cove?

We started Grae Cove because we saw a need for change in the fashion industry - to eliminate all the gray areas. With over a decade of experience in the industry, my team and I witnessed firsthand the negative impacts that fashion can have on the environment. We wanted to be part of the movement towards more ethical and sustainable fashion, so we decided to create pieces that are meant to last using sustainable and natural fabrics from responsible sources.

We take pride in the care and attention that goes into crafting each item at Grae Cove. From the first stitch to the last button, every piece is made with love and intention.


Why the name Grae Cove?

The name Grae Cove was inspired by the color grey, which represents ambiguity and uncertainty, and the concept of a cove, which is a sheltered inlet. We chose to spell grey as "grae" as a way to rewrite the negative connotations often associated with affordable fashion. Grae Cove is a safe and transparent space in the fashion industry that is inspired by coastal themes.


Who are you designing for?

We design for people like you - busy individuals who value quality, sustainability, and affordability. You want pieces that are easy to wear and that can take you from day to night with effortless elegance. And, of course, we know that everyone loves real pockets! That's why our pieces are always timeless and versatile, and made to be loved for life.


Sam‘s life


Why linen?

Linen is a fabric that we are particularly passionate about. It's breathable, absorbent, and hypoallergenic, making it a great choice for everyday wear. Plus, it has a casually elegant feel and can be worn all year round. Our customers have given us great feedback about our linen garments, and we are excited to continue offering this sustainable and comfortable fabric and other similar textiles in our future collections.

 Here are some snippets of your feedback:

"Your linen items are really more thought-through than the ones from [another premium brand]. I like your focus on details. That is really great and that is why I have chosen to shop from you!" 

"I love that you sell it at such a great price! It's so helpful and amazing. I love this brand." 

It's linen that you want to live in.


Until next time...