Sonneti London® was founded in 2005 with a simple mission – to make quality, stylish clothing accessible to everyone. Based in London, England, we create fresh, fashion-forward apparel and accessories that capture the energy and attitude of this iconic city.
Our name pays homage to the great wordsmith William Shakespeare, a sonnet being a type of poetic verse. Like a Shakespearean sonnet, our collections always tell a story – one of creativity, confidence, and effortless cool. We may be inspired by London’s bustling streets, but our clothes are designed to be worn and loved wherever your own adventures may take you.
At Sonneti, we believe style is about self-expression, not chasing trends. Our designers find inspiration in London’s diverse communities, blending vintage vibes with contemporary silhouettes to produce pieces that are totally now, yet built to last beyond the season. We use quality fabrics, washes, and hardware, carefully crafting each item so you can mix, match, and layer looks that reflect your personal style.
Beyond creating great clothing, we strive to have a positive social impact. Sonneti London® partners with ethical manufacturers around the globe who share our values. We support initiatives that empower young creatives and provide access to arts education in underserved communities. And we promote sustainable practices and materials in our production. Good style and doing good can go hand in hand.
Our Story
Sonneti London® was founded by Simon Arora, a lifelong Londoner with a passion for design. Simon got his start in fashion as a buyer for a major UK retailer. But he dreamed of having his own label, where he could bridge the gap between designer and high street.
In 2005, Simon launched Sonneti London® with a small but mighty collection of t-shirts and hoodies for men. The line quickly earned a following for its wearable take on London’s contemporary street style.
Over the years, Sonneti London® has expanded into a full lifestyle brand. Our offerings now include apparel, loungewear, footwear and accessories for men, women and children. We’ve also grown from our London roots into an international brand, with a global community of fans attracted to our fresh take on casual classics.
While we’ve evolved, those core values Simon instilled from the beginning remain. Every piece mixes style and quality with an authentic London edge. And behind each new collection is his drive to keep Sonneti affordable yet eternally cool.
Today Sonneti London® operates from our design studio in North London. Simon still oversees every aspect of the brand, working with our talented in-house team and hand-picking collaborations with artists, musicians and creatives.
This is more than a business – it’s a labour of love. Our goal is to spread the energy and culture of this amazing city through clothes people love to live in. When you wear Sonneti London®, you bring a bit of London style and spirit wherever you go.
Our Values
Sonneti London® was born out of a genuine passion for great design. Everything we do is guided by the following core values:
Quality
We use carefully chosen, long-lasting fabrics and construction. From knits to wovens, every piece is made to last season after season. Our products may have an everyday low price, but there’s nothing common about the quality.
Wearability
Clothes should be lived in, not just looked at. Our designers obsess over fit and comfort, creating pieces you want to wear morning to night. Every style has a flawless cut and finish that moves with you.
Innovation
London has always nurtured creative rebels and rulebreakers. We push boundaries through modern tweaks to vintage shapes, as well as fabric treatments, washes, graphics and accessories. You’ll always find something fresh.
Affordability
Looking good shouldn’t cost a fortune. Our direct-to-consumer model allows us to cut out the middleman and offer attainable luxury. We believe affordable pricing should never compromise on quality.
Sustainability
From materials to manufacturing, we strive to reduce our environmental impact. We use recycled and organic fabrics as often as possible and partner with ethical factories that share our values. Good style and sustainability can co-exist.
Diversity and Inclusion
London is an eclectic melting pot, which inspires our mission to celebrate diversity and promote equality. We make styles for everyone, teaming up with communities to break down barriers in fashion. Your uniqueness makes you beautiful.
Giving Back
We partner with organizations that provide arts, music and creative outlets for underserved youth. By helping young creatives access resources to develop their talents and express themselves, we hope to fuel the next generation of innovators.
Our London Studio
The heartbeat of our brand is our London studio in the eclectic borough of Hackney. When Simon first started Sonneti, he worked out of a tiny warehouse space. Today our studio stands in a converted textile factory, complete with our very own café.
Simon still works closely with our designers, artists, photographers and content team in this space. Every collection begins as a brainstorm on our studio walls. We experiment with artworks, vintage finds and photography for inspiration.
On any given day you can find our team obsessing over the details of an upcoming collection – feeling fabric swatches, debating graphics or reviewing product shots. We work with local coffee roasters, caterers and florists to keep our space energized and inspired.
Our studio is a reflection of our brand DNA. The industrial vibe blended with homier touches embodies the mix of urban edge and comfort people love in our clothes. We’re proud to still design, create content, and brainstorm everything Sonneti under one roof. Everything that makes us who we are happens right here in Hackney.
Meet Our Team
Simon Arora – Founder and Creative Director
Simon turned his lifelong love for fashion, art and design into Sonneti London. He oversees every aspect of the brand, from initial concepts to product photography. Originally from North London, Simon is as passionate about the city today as when he first started the brand. His aim is to capture the creativity and diversity of London and make it accessible to all. Simon’s motto? “You have to love what you do.”
Ellie Woods – Head Designer
Ellie heads up our talented in-house design team. She joined Sonneti five years ago and has since helped evolve our core collections. Originally a menswear designer, Ellie now leads design across both our mens and womens ranges. Her goal is to blend classic casual silhouettes with modern, wearable twists. Expect elevated fabrics, vintage-inspired prints and perfect everyday pieces.
Ryan Howard – Photography and Content Director
Ryan built Sonneti London’s visual identity from our first photo shoots. He works with emerging photographers and local talent to produce all our product shots, content imagery and collaborations. Ryan also heads up our social media and creative marketing campaigns. His eye for capturing the style and vibe of London runs through everything you see from Sonneti.
Sophia Kaiser – Production Manager
With a background in sourcing and manufacturing, Sophia makes sure our designs translate flawlessly into quality finished products. She oversees our production partners and supply chain across the world, ensuring ethical and sustainable practices. Sophia’s role is vital in bringing each garment and accessory to life while upholding our brand values.
Our Community
Our community is what inspires us, and engaging with you guys is the best part of our job! Here are a few of the ways you can get involved with Sonneti London:
Share Your Style
We love seeing you rock your Sonneti gear! Tag us wearing or styling our pieces for a chance to be reposted.
Collab With Us
We partner with inspiring creatives from all over the world – photographers, musicians, tattoo artists, and more. Pitch us on collaborating together!
Meet Our Ambassadors
We work with amazing ambassadors who rep Sonneti worldwide. Follow their adventures and tag us to apply.
Sonneti Cafes
We now have three Sonneti Cafes in London, New York City and Melbourne serving our signature organic coffee and eats. Come hang out, connect with fellow fans, and get a peek at new pieces.
Give Back
We regularly host creative workshops and fundraisers for youth arts organizations. Follow us on social to find out how you can join us and give back.
At the end of the day, you our community are the driving force behind this brand. Your passion and loyalty allow us to keep doing what we love. So from all of us here at Sonneti London, thank you. Let’s continue making great things happen together.
