Signature look: One-of-a-kind trucker caps for an instant dash of street-cred or a novel souvenir from Athens.
What’s the story: There’s nothing old hat about the exclusive creations of artist George Tromaras. From his wafer thin shop-cum-studio on Perikleous Street—tucked next to an equally small shop selling hand-made jewels—he paints bold urban artworks by hand on cotton or suede caps. George, who resembles a cross between biker and celebrity chef, is inspired by everything. Conversations with friends, a movie he’s just seen, or an Athenian street tableau. His customised and washable creations are a hit with a high-profile crowd (local sports stars are among his regular customers and he just made a Joaquin Phoenix Joker hat for a famous Greek actor). Choose anything from skulls to sunflowers or Greek icons like Maria Callas. Or customise your own design from your favourite Athens holiday snap or much-loved motto. In summer, there’s a waiting list of about three weeks; otherwise, it’s around 10 days. You can order from George on Facebook or Instagram and he’ll have your hat ready when you come to Athens. Or visit the shop during your stay and he’ll ship your hat back to you. “One of my greatest thrills is seeing a design I’ve made walking down the street towards me,” says George. “Athens often feels like a small village.”
Price tag: €25-60

Signature look: Deconstructed designs and sculptural statements for women who walk their own path (and have a penchant for black).
What’s the story: Since debuting in 2017, the monochrome designs of Athens-based duo Stella Panagopoulou and Valisia Gotsi have become something of a fetish among the city’s fashion and art pack. Edgy and intellectual, 2WO+1NE=2’s unconventional collections draw inspiration from world literature, architecture, cinema and travel. Each range anoints a different city as muse. Whether they’re diving into 1940s Hollywood film noir or Czech cubism, the garments manage to be both androgynous and sultry. Defined by sharp, geometric tailoring and made with naturally-dyed linens, cottons, wool and banana silks, you’d think their stuff would cost a bomb, but it’s surprisingly reasonable. They’ll even custom-fit garments (from any collection) to you personally in their welcoming Athens atelier on Akadimias Street and have it ready in a few days. Should you tire of your purchase—or wear it out—give it back to them and Stella will refashion something new out of it just for you. “We are definitely seeing a shift in Athens towards sustainability,” she says.
Price tag: €100-300

Signature look: Limited edition, exclusive and collectible sneakers at Greece’s first re-sell store.
What’s the story: Aftermath opened in Athens in late December 2021, but was conceived much earlier. Owner Nikos Lambrianos spent 48 hours outside Off-White’s store in Mykonos back in 2016 to get his hands on one of his first exclusive sneaker coups: the light blue Nike X Off-White Air Jordan 1, designed by the late Virgil Abloh. They now sit proudly in a case inside his minimally decorated store in downtown Athens. “I’ve sacrificed a lot of things to make this happen,” says the 19-year-old (yep) entrepreneur as he recounts missed late-teen mischiefs. The gamble, however, has paid off. Aftermath is now the go-to boutique for local and international basketball players, tv stars, models and actors who preach the sneaker culture dogma.

Aftermath sells strictly unused, sought-after sneakers, snapped up from around the world, both physically or online, at competitive prices. They’ve also dropped their very first limited collection Aftermath hoodie, with more to follow. “Don’t expect us to match online prices by major players, that’s not fair game for us. But we do keep our prices close to those of every brick and mortar re-sell store in Europe,” says Nikos. But first. Some rules of engagement if you plan on hitting Aftermath: set your sights on a couple of pairs only and try them on gently. Product condition is everything here - much like vinyl records. Have a specific model in mind? Ask away, they might be able to track it down.
Price tag: starting at €160

Review by Paul Pervanas

Signature look: Black is king. Whether it’s ironic “tourist” tees, shiny smocks, or monkish unisex robes (preferably all worn simultaneously).
What’s the story: “I haven’t worn colour for about ten years,” says graphic designer Michalis Baboussis, the creative force behind He-m-n-oid, an “anthropological fashion label” that seeks to experiment with gender expression through clothes.

Michalis’ tiny, monochrome boutique is little more than a walk-in wardrobe, with a long drop of silver lamé to change behind. But it anchors the progressive mood of Psirri stoa, a quirky arcade with colourful ribbons and paper lanterns hanging above old-school coffee shops, hip cocktail bars and vintage boutiques. This kindred community of independent retailers, just off touristy Iroon Square, is helping to shape the new fashion narrative of Athens.

“We are like a family; we all have the same spirit,” says Michalis. “If you have a vision, you can do many things from a very small space.”

Michalis mixes up casual street looks—like his culty “tourist” t-shirt—with more formal fabrics like organza (he sourced last season’s remains from neighbourhood fabric suppliers) to make his androgynous, one-of-a-kind ensembles. Fans of He-m-noid include art students, photographers and DJs from Athens’ electronic music scene. “And free-minded tourists who want to feel like locals,” he adds.
Price tag: €25 (tees); collection €50-100.