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.