Ellastiek
Ellastiek is a Dutch hair accessories brand that began in July 2017 when its founder, Ella, sewed her first scrunchie. It describes itself as the first scrunchie brand in the Netherlands.
| Started | July 2017 |
|---|---|
| Founder | Ella |
| Country | Netherlands |
| Product focus | Scrunchies and hair accessories |
| Website | ellastiek.com |
What is Ellastiek?
Ellastiek is a Dutch accessories brand built around the scrunchie. Its story starts in July 2017, when Ella sewed her first scrunchie on a pink sewing machine in her student room. The brand describes itself as the first scrunchie brand in the Netherlands.
Products and positioning
Ellastiek presents itself as a responsible fashion brand that creates colourful patterns with what it calls a wow feeling. It says it believes that happiness is for everyone, from the cotton fields and the workers to the people who wear its products, and it describes the brand as inclusive and focused on responsible decisions.
The brand is stocked by beauty and hair retailers, where its hair elastics sit alongside products from other hair-care and styling brands.
Why it matters
Ellastiek is a small example of a student-led start-up that turned a single hair accessory into a branded product, in a category where colour, pattern and values-based messaging help a young label stand out. Hair accessories have become a visible part of the wider accessories market, and Ellastiek shows how a niche can be built from a very simple product.
Frequently asked questions
Where is Ellastiek from?
Ellastiek is a Dutch brand that describes itself as the first scrunchie brand in the Netherlands.
What does Ellastiek sell?
Ellastiek sells scrunchies and other hair accessories in colourful patterns.