SONO
SONO creates thoughtful everyday clothing, combining refined design with a deep commitment to sustainability and craftsmanship.
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SONO traces its origins to 2001, when German-born designer Stephanie Oberg launched the label VON SONO as a platform for handcrafted clothing and accessories. After years of developing a distinct design language rooted in simplicity, functionality, and environmental responsibility, the brand evolved into SONO in 2020 with the addition of creative director Simon Homes, a former menswear creative director at Paul Smith who also worked with The Row, LEMAIRE, and BLESS.
Based in London, SONO was founded on the idea of creating elevated everyday clothing that balances beauty, comfort, and longevity. The collections are intentionally seasonless and designed to integrate naturally into daily life, emphasizing thoughtful proportions, natural materials, and understated elegance. The brand's name reflects a desire to create garments that feel essential and comforting to the wearer, much like something that becomes a natural part of one's routine.
Sustainability sits at the core of SONO's philosophy. The brand exclusively works with organic and responsibly sourced materials, prioritizing ecological production methods and transparency throughout its supply chain. Rather than treating sustainability as a marketing tool, SONO incorporates environmental considerations directly into its design process, creating garments intended to be worn, repaired, and appreciated for many years.
Today, SONO has developed a dedicated international following among those who appreciate slow fashion and timeless design. While remaining deliberately independent and small in scale, the brand continues to refine its vision of responsible luxury, offering clothing that combines contemporary tailoring, everyday functionality, and a genuine respect for both people and the environment.