The man behind the Greek clothing brand Philosophy
A conversation with the founder of the brand that proudly represents creative Greece
“Philosophy: Leonidas Samartzis, founder of the Greek brand, speaks to LOOKmag about fashion, and the past and future of his company.”
When will you launch a men’s collection?”», I ask Leonidas Samartzis, the founder of the brand «Philosophy». The fine materials, the clean, understated designs, and the patterns that flatter the female body give me the confidence that he could easily create a line that men would love just as much as women do. Hardworking, methodical, and with a refined aesthetic, since 2013—when the brand was founded—he has watched it grow stronger, becoming increasingly well-known and recognizable. He himself grew up in an environment with fashion-related influences, as his family was involved in garment production and tailoring. “What they passed on to me was a sense of responsibility for producing well-made, high-quality clothing, without compromises in quality,” he tells me.
As a result, he always had an active interest in fashion. Over the years, however, this interest matured and crystallized into a business vision: to create Greek clothing, cut and sewn in Greece. “A good Greek product has added value. The conditions of the Greek economy—despite the consecutive crises of recent years—have matured, and Greek consumers are now well-informed about clothing. This has given Philosophy a comparative advantage. We believe our customers appreciate the contemporary perspective and the quality of our garments.”
Philosophy began as a family business based in Patras. “Our aim is to remain in the place where we grew up. After all, despite the growth of our operations, the entire production process still takes place in Patras. The pace of fashion is such that being able to vertically integrate the production process—from start to finish—is the only way to save time. However, our company’s central showroom is located in Athens, where there is greater foot traffic.”
My next question comes naturally: how difficult is it to produce fashion in Greece? “Fashion is a concept with great momentum and many dimensions. Certainly, Greece does not have the prestige and infrastructure of countries that directly influence the fashion world, such as the ‘fashion capitals’—Paris, Milan, New York. However, our country inspires, and there have been many times when global fashion has been influenced by Greek DNA. Therefore, yes, we can produce fashion in Greece.” Why Philosophy? I ask him. “Above all, it’s the Greek nature of the name. Philosophy is an inexhaustible source of knowledge, based on study, dialogue, critical thinking, and intellectual freedom—elements we wanted from the very beginning to be part of our company’s identity.”
Leonidas Samartzis is very strict when it comes to the selection of raw materials. “It is one of our core, non-negotiable values. We apply processes to ensure that the final product meets the criteria we ourselves set. And our standards are always high, both in raw materials—the fabric—and in the production process.” His favorite fabric is made from organic cotton, which has a natural origin, is eco-friendly, and allows him to create timeless garments that are friendly to the human body. “For all body types?” I ask. Inclusion is on the agenda of fashion houses, media, consumers, and brands alike. “Justice and equality must be primary and non-negotiable values for everyone. The same applies to fashion. Equality, diversity, and freedom of expression —regardless of gender, social status, or individual characteristics—must be non negotiable rights in our field. Fashion is the people themselves,” he replies.
His clothing is sold on more and more islands. “Our company has great acceptance among customers in other countries as well. The creative part of our work is particularly demanding, and it is immensely satisfying to see the final product receive such a positive response from our clientele. It makes us proud and gives us the strength to continue even more dynamically.” He is also someone who loves summer, light, and the Greek sun. “Greek light is unique. You see it and feel it the moment you arrive in our country. I have traveled to many countries, and nowhere else have I encountered the energy and beauty of the Greek sun. I love the sea and the Greek islands. Many of our islands have preserved their identity and maintained, to a large extent, simplicity and a traditional way of life. These are my favorite destinations.”
I ask him to define his brand. “We design to elevate the modern woman—the one who moves dynamically every day with confidence, expressing her own perspective and point of view through her style. Whether following trends or not, minimalism and uniqueness remain at the core of every creation.” If he were to single out one designer, it would be Coco Chanel. “She was a pioneering woman in the fashion world. Her creations were eccentric and bold for her time. Yet she always designed based on the real needs of women, which is why her creations are timeless.” Timelessness concerns him as well. “We create lines. This is our passion; this is what we do. Timeless, high aesthetic designs that honor endless time. After all, isn’t that what time is? Our effort to define continuity—the timeless.”
Source: Athens Voice (Dimitris Papadopoulos)