Have you ever imagined sipping style? Evelina Igoumenaki has blended wine with street culture to create a relaxed yet sophisticated fashion look. Oenovated, her distinctive clothing and goods brand, turns wine into a daily expression, making it accessible and stylish while casually sharing the rich story of wine.
The seed of Evelina Igoumenaki’s business idea took root in 2015 while she was pursuing her master’s degree in viticulture and oenology at Montpellier SupAgro in France and Hochschule Geisenheim University in Germany, and she discovered her true love for wine.
Her journey took her from harvesting grapes in California, France and Germany to working in various wine industry roles. She eventually became a tour guide at Domaine Gerovassiliou in Greece in 2019 and noticed a keen interest in wine among young people. “They were eager to learn,” she says. “So I started a YouTube channel to share my knowledge and bring them closer to wine.”
When the pandemic lockdown struck in 2020, an unexpected opportunity cropped up. The landlord, who was renting her apartment at the time, also owned a clothing factory. It sparked an idea to use the connection to start a clothing brand in Santorini. What started as a simple idea to design clothes quickly transformed into something far more significant.
In 2022, Evelina launched Oenovated, the first clothing brand in Greece with a wine-focused aesthetic. The name is a combination of the words wine (in Greek) and innovated. She works exclusively with Greek artisans to create wine-inspired apparel and accessories. The Oenovated collection includes tote bags, socks, scrunchies, handmade soy candles scented with Greek varietals and delivered in glass containers made from recycled wine bottles, and T-shirts and sweatshirts with the names of Greek varietals such as Xinomavro, Assyrtiko and Malagousia emblazoned on their front.
With a focus on the younger generation, Evelina integrates her love for wine into her clothing designs. “I find a lot of inspiration in our Greek culture,” she says. “Santorini for example is a special island with a distinctive wine region and rich tradition.” She not only educates her customers about wine through everyday clothing but also leverages Oenovated’s dynamic social media platform to inspire and engage them.
Sustainable practices are central to Oenovated’s mission. The brand primarily uses organic cotton for its clothing and even the courier bags are compostable, demonstrating the brand’s commitment to environmentally friendly choices at every step.
Last year Oenovated’s first physical store opened at 17 Sinopis Street, Thessaloniki, while Evelina continued to work with concept stores and wine bars in Athens and Thessaloniki, and on Santorini and Cyprus. “We’ve since gone global and now we’re working with wine shops in Switzerland and soon Australia,” she says.
Her journey to success was far from easy. Doubts surrounded her vision, with many questioning the viability of her brand. “As a woman, it’s not easy to start your own business in Greece because people don’t take you seriously,” she says. But through it all, her partner, Lonas Vangelis, stood by her side and supported her where he could.
With innovation at its core, Oenovated’s future is brimming with exciting possibilities. Evelina is gearing up to host wine tastings and collaborate with international wine brands to expand the Oenovated community into a vibrant global network.
A harvest clothing line is also on the horizon. “With my extensive harvest experience, I understand what winemakers and viticulturists need,” she says. “I aim to channel that knowledge into creating a dedicated harvest collection, turning these experts into Oenovated ambassadors.”
Whether you’re a wine professional or wine lover, Oenovated is your gateway to elevate your experience with style and sophistication. It embraces the future of wine culture, where every sip and stitch celebrates the art of wine.
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