Jeff
Jeff is a Belgian womenswear label founded in 2000 by Alain and Caroline Eaton, known for its fancy knitwear. The family-run brand designs a feminine, casual collection and has its flagship store in the Sablon district of Brussels.
| Founded | 2000 |
|---|---|
| Founders | Alain and Caroline Eaton |
| Flagship | Sablon, Brussels |
| Signature | Fancy knitwear |
| Website | jeff.be |
What is Jeff?
Jeff is a Belgian womenswear brand built around knitwear. The label describes fancy knitwear as its DNA and designs a feminine, casual collection, presented twice a year in autumn/winter and spring/summer seasons.
History
Jeff was founded in 2000 by Alain and Caroline Eaton, who had worked for 15 years as agents for several ready-to-wear brands before launching their own label. The first collection consisted of just 10 jumpers and was launched in 50 multi-brand shops in Belgium in its debut season.
- 2000: launch with 10 jumpers
- 2008: start of exports to Europe and beyond
- 2013: Victoria Eaton, the founders' daughter, joins the company
- 2018: launch of the online shop and move of the flagship to the Sablon in Brussels
Products and positioning
Knitwear remains the backbone of the range, but the collection has expanded to include floral prints, linen pieces and T-shirts. The positioning is relaxed and feminine rather than formal.
Distribution
Wholesale remains important: Jeff is sold in more than 100 multi-brand shops in Belgium and exports internationally. Its own flagship store in Brussels and an online shop complete the distribution mix.
Why it matters
Jeff is an example of an agent-turned-brand model, in which deep knowledge of multi-brand retail helped a family business build a focused label with strong wholesale roots.
Frequently asked questions
Where is Jeff from?
Jeff is a Belgian womenswear brand with its flagship store in the Sablon district of Brussels.
Who founded Jeff?
Jeff was founded in 2000 by Alain and Caroline Eaton, former agents for ready-to-wear brands.