Keeling launches womenswear line and expands distribution to 300 retailers
The brand's name is inspired by the Keeling Islands, also known as the Cocos Islands—a group of 27 untouched islets and two atolls in the Indian Ocean between Australia and Sri Lanka. Its logo features two stars from the Southern Cross constellation (the five- and seven-pointed stars), which appear on the national flags of Australia, New Zealand, and the Cocos Islands. Reflecting its deep-rooted connection to nature and the sea, Keeling continues to support environmental causes. Following contributions to reforestation efforts in Guatemala and the Andean forests, the brand's latest initiative supports Posidonia oceanica, the namesake of the new collection.
'For the past three seasons, we've linked each collection to a reforestation project,' Keeling CTO Tommaso Conforti told FashionNetwork.com. 'People often associate reforestation with land, but it is equally essential underwater—like with Posidonia oceanica, a marine plant vital for small fish habitats and egg-laying. It's often mistaken for nuisance seaweed, when in fact, it's the only carbon-oxygen energy exchanger found on the seafloor, especially in our own seas.'
The SS26 color palette features 17 nature-inspired hues—not the typical aquamarines or greens, but soft reds and earthy browns evocative of coastal rocks, paired with sandy beiges and soft grays. 'We emphasized greens in menswear and sandy tones for womenswear. We also introduced exclusive shades like orchid, which appears only in the women's line,' Conforti added.
The collection, developed independently rather than adapted from the menswear line, includes approximately 230 pieces—nearly double the size of last year's range. A genderless backpack, available in various colors, is also part of the offering. All items are crafted using Keeling's sustainable garment-dyeing process, contain no polyester, and showcase the brand's signature subtle color variations.
Owned by UAE-based Sealand International and part of Hercules Holding, Keeling recently entered the Oceania market with a new showroom in Melbourne. Within six months, its global retail presence has expanded from 223 to nearly 300 multi-brand stockists. The label is now stocked in Belgium, the Netherlands, Italy, Germany, Austria, Switzerland, France, Spain, Portugal, the United States, Greece, New Zealand, and beyond.
Italy currently accounts for 20% of Keeling's revenue, which surpassed €2 million at the end of 2024. The company projects 25% growth in 2025, driven by its value-for-money positioning—shirts are priced from €87.
A direct-to-consumer e-commerce platform is expected to launch by the end of June. 'Our priority has been to build a strong global retail network through 15 international agencies, without competing with our retail partners,' Conforti explained. 'We also chose to let the market determine pricing organically. The e-shop's main role will be to boost brand visibility and, ultimately, drive traffic to local retailers. A mono-brand store may follow, likely in 2026.'
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