June 16, 2026

Okay, we make clothes now (and we're a little obsessed)

Our first-ever apparel collection just went live. Six vintage-inspired pieces, all hand-drawn, and exactly the kind of t-shirt you never want to take off.

So. We started with phone cases, cords, bags and charms, and now we're adding something new to the mix: clothes. Our first collection is live on the site. Five tees and one sweater, in black, white and grey, with hand-drawn graphics. It's part of our SS26 campaign, On the Road to Anywhere.

Honestly, this was always coming. Ateljé means studio, the place where ideas start and you make things your own. Getting to dress our community top to toe was the dream from day one. And now, the timing just felt right. "It feels like we've built the kind of name where both we and our customers are ready to fall in love with something new," says Yara.

If you know Yara, you know she runs on gut feeling. "That's pretty much always been my game plan. It's how I started with phone cords way back, just because I wanted them to exist in a more fashionable way than they did. Six years later those are still our best sellers. When I'm fully obsessed with something, I just hope that other people will be too."

Racer tee

get the look

Built around that one vintage tee you never throw away

The whole thing started with Yara's own vintage finds. Including a big Nascar shirt covered in cars and racetracks from 1994. You know the type: the tee you pick up somewhere on a trip and then wear for years.

"I'm obsessed with vintage graphic tees, I collect them on holiday as souvenirs," Yara says. "They've got a look and feel you don't really find new, but you have to happen to stumble across them. And once you've got that one lucky find, it's yours for life. So inspired by my own vintage favourites, I thought: I'll just make them myself."

That's also why so much of this is in the details. Every graphic is hand-drawn, together with a female designer we've worked with for a while, and there's so much hidden in there once you start looking. Some of the prints come a little washed already, so they feel worn-in from the first day. And the black, white and grey instead of our usual colourful palette? Fully on purpose. "We wanted something timeless. Something that lasts a lifetime and maybe becomes someone else's vintage favourite down the line."

Getting to dress our community top to toe was the dream from day one

Different fits, for different people and different moods

The most important aspect of our apparel collection? Feeling good in what you're wearing. "I've got a bigger cup size myself, and a soft round belly after two pregnancies. So I don't always feel great in a super tight tee. A good fit and soft fabrics that move with you are a must for me. But I also love our oversized fits for days when I want something loose. Clothes are meant to give you a boost. Getting dressed shouldn't be a struggle."

The collection runs from oversized tees with a dropped shoulder all the way to the Yara tee, a straight-fit raglan with Long ago, far away spelled out in rhinestones, in Yara's actual handwriting. "That one's got my name for a reason. You'll see me in it all summer."

Thirty percent of the collection is made from organic cotton (GOTS). "We'd have loved to do the whole thing in organic cotton, but our run is still too small for that right now. That's the goal." And yes, Ateljé has been a certified B Corp since May 2026, which weighs in everywhere, even in the design process.

On the Road to Anywhere

The designs come from that ultimate summer feeling you get on a road trip. The contagious energy of it: fun, speed, adventure, being on your way to something unknown. "We're all on our way to something big, right? More adventure, more ease, more happiness, more love." The shirts are full of little nods to being on the road, and they're made for your everyday adventures. Beach to festival to coffee date.

And this is just the beginning. Clothing is here to stay, and there's so much more we want to make.

The first apparel collection is live now at shopatelje.com. Prices from €69,95.