Innika Choo launched in 2015, creating a few embroidered smocks, unaware of how popular they would be. Mrs Choo has been making them ever since, each piece inspiring the next. As the passion project gained momentum Pern left his architecture career in 2016 to join the smockery. Pern and Innika Choo are based in Bali and enjoy creating for the brand throughout southeast Asia whilst raising their three children.
Approaching each piece as a keepsake, made to last, out of hand picked, luxe materials that float with you from one chapter to the next. From the french seams to the hidden hand stitching, Innika savour’s the finer details for you to cherish and wear as your own.
Her pieces reflect the things she cares about; playfulness, heart-on-sleeve honesty and a little bit of magic that can’t quite be put to words; something that makes you look twice.
With an affection and preference for natural cottons, linen and ramie textiles made from plant based fibres, Innika creates garments in comfortable care free fabrics.
Innika designs have a crafty nostalgia about them, often hand-printed and hand-stitched, as she loves craftsmanship and embraces little flaws and imperfections that hitch a ride in that process. Especially details with a bit of a wink.
Innika has been featured in the pages of Vogue, Harpers Bazaar, Elle, Cosmopolitan, Tatler & Marie Claire, to name a few, and on the backs of wonderful and inspiring women across the globe. The brand has been stocked in the world’s leading retailers like Net-a-Porter, Matches Fashion, Browns, Shopbop, Selfridges, Revolve, Harvey Nichols, Goop and many more.
Setting out to create your wardrobe favourites, Innika loves dressing well, in the everyday and in the most special moments. Continually delighted to be a part of your journey.