GEEL

GEEL is a minimalist American clothing label for women, founded in Los Angeles in 2020 by Irene Geel. During the pandemic, while clearing out years of uncomfortable wear-once pieces, Geel noticed she kept only her understated, classic basics, yet struggled to find loungewear that matched her style. A former handbag designer, she bought her first roll of deadstock modal and launched a small capsule of soft tops and bodysuits. The label began with cut-and-sew knits in that same modal, which became its core collection, and has since grown into wovens, sweaters, outerwear and swimwear. The range now includes tops, bodysuits, skirts, dresses, capris, shorts and soft knitwear, all designed in Los Angeles as seasonless, elevated basics for everyday wear. GEEL works with ethical, sustainable manufacturers and produces in limited batches to minimise waste and prevent overproduction. Every piece is wear-tested during production, with the aim of creating comfortable, versatile clothes that can be worn alone or layered and still feel right a year later. GEEL has been featured by Wonderland and Hypebae, which covered its Summer campaign and capsule with Cierra O'Day, and has a following in both Los Angeles and New York.