About Us
XXLSMILE was born in London out of a simple frustration: it was hard to find clothes that felt both gentle and strong.
As women living here, we felt that gap every day. Well-made pieces were often either extremely expensive or not truly comfortable to live in. The fashion market felt loud and fast – full of trends, but short on pieces you genuinely want to wear again and again.
We started XXLSMILE to answer that gap.
Founded by three London-based friends with backgrounds in the built environment and social media, XXLSMILE is a minimalist brand with a slow, long-term mindset. We spent years thinking about how people live in and move through cities and spaces – now we think about how they move through their days in clothes.
We design and curate high-quality pieces across all four seasons – from outerwear and knitwear to lighter layers – that are calm on the outside and carefully considered on the inside, for real bodies, real weather and real routines.
Extra love. Extra life.
The “XXL” in XXLSMILE doesn’t stand for size – it stands for our way of doing things: extra love, extra life.
Extra love means we spend more time selecting fabrics, trying on samples and listening to how pieces feel in real daily use. Extra life means we choose designs that are meant to stay with you longer than a single season – to be reworn, re-styled and lived in, not just photographed once and forgotten.
We keep our mark-ups modest so that more of what you pay goes into the garment itself rather than unnecessary overheads.
How we create
XXLSMILE is a brand, not a marketplace. In this early chapter, we chose a light, collaborative model instead of building our own factories from day one. We work closely with a small circle of independent original designers in China’s design communities and curate small runs from their collections.
We hand-pick pieces that match our aesthetic and standards, fit and test them on ourselves in London, and bring them into a slow, high-quality wardrobe for our community. Most styles are exclusive to XXLSMILE in the UK, and some will be exclusive across Europe and North America as we grow. Over time, we’re moving towards more and more fully co-created, globally exclusive designs with studios whose values truly resonate with ours.
More than clothes
Alongside our collections, we regularly host small, women-focused gatherings, shoots, story-sharing and product try-ons to explore how real women see themselves. We photograph everyday women, listen to their stories, and use clothes and images as a way to reflect their quiet confidence back to them.
We believe every woman is unique and quietly magnetic in her own way. Our role is not to turn her into someone else, but to offer pieces and moments that help her recognise herself more clearly – on camera, in the mirror, and out in the world.
