We envision a world where people feel inspired to express who they really are, even when that feels bold or vulnerable.
sonea vision
what we aim for
Sonea is an earth conscious clothing brand rooted in authenticity, transparency and artisanal craft.
Unlike other conscious fashion brands that speak vaguely about ethics. Sonea openly shares its processes of creation - inviting people into a world that feels real and human - embodying both a softness and a boldness.
the founders
who we are
Hi, I'm Jamy.
For years I've shared the way I dress with a community online, and for most of that time, I was searching for pieces I couldn't find. Clothes have never just been clothes to me, they've always been one of my favorite ways to create, and to express who I am.
SONEA is what I make now, instead of searching.
I'm a creatrix and artist at heart, though online you might know me as a photographer, model or mentor. Above all, I'm a soul on a journey, and SONEA carries that with it: the pieces, the way we style and photograph them, the world we've built around the brand. It comes from the way I see and feel things.
Alongside me is Malte, co-founder of SONEA. He was one of the first people to see potential in this dream, and the one who first asked whether we should build a brand together. What began as an idea between us became, years later, a decision: to actually do it.
We work in very different ways. I move through intuition, ideas and constant change. Malte brings structure and a way of turning vision into something buildable. That difference has become one of the foundations SONEA is built on.
SONEA is my creative vision. But it exists today because someone believed in it enough to help build it with me.
How IT BEGAN
THE IDEA
SONEA started long before it had a name.
Jamy has always loved clothes, creating outfits, expressing herself through what she wore. But she rarely found pieces that felt completely right — like her.
So the dream of creating her own pieces had been there for a long time. It just felt too big to become real. Then, one of the first times she and Malte met, he asked her something unexpected: could she imagine building a fashion brand together?
Jamy said no first. But the idea stayed.
In 2025, they decided: let's actually do this. Jamy had the vision, a thousand ideas, a clear feeling for how something should look and move. Malte brought the structure and foundation. Over the years he had built a team, resources, a way of turning ideas into something real.
That decision was the real beginning of SONEA.
SUMMER 2025
ATELIER VISIT IN TURKEY
In summer 2025, Jamy and Malte flew to Turkey to meet someone special: Nisan, our co-designer for the first collection.
Jamy had always admired Nisan's work, long before they knew each other. Malte came to know her pieces through Jamy. Later, when the two of them decided to build SONEA together, it was Malte who suggested working with her for the first collection.
In her atelier, they sat together for the first time. They brought reference images, pieces they loved, a feeling for the world they wanted to create. Measurements were taken, ideas talked through. Nisan had already prepared drawings and selected fabrics she felt could work for each design.
They spent the day going through her suggestions. Touching fabrics. Comparing weight and movement. Slowly choosing the materials for the first samples.
It was the moment SONEA first moved from an idea into something they could actually touch.
THE MATERIAL
THE FABRICS
Finding the fabrics that would become SONEA meant sourcing them in Turkey, a place with such a rich textile tradition and craftsmanship.
Walking through the local markets, touching everything, discovering materials we'd never seen before was one of the most special parts of bringing SONEA to life. For us, a fabric has to breathe, move with the body, grow softer with every wash and be rooted in nature
Three fabrics made it into the first collection: 100% cotton, a cotton (70%) and hemp (30%) mix, and a cotton (50%) and beechwood fibre (50%) mix
All three stay undyed. We wanted the first pieces to show the fibre exactly as it left the loom, its natural tone and texture.
We found the fabrics for our first four pieces. But we left with so much more, textures we'd love to turn into something one day. This is only the beginning.
Autumn 2025
THE SAMPLES
A few months after our first visit in Turkey, the first samples arrived. We tried everything on, looked at what we loved, what didn't feel quite right, and which pieces we wanted to keep exploring.
And then came one of the most important parts of the process: simply living in them. Over the following months, we wore the samples in everyday life. Travelled with them. Styled them in different ways. Slowly learned how each piece actually felt over time.
Some of the samples found their way into our photos and videos, long before anyone knew they would become part of SONEA. Through that, we started noticing people's reactions. What they were drawn to. What they asked about. Which pieces seemed to resonate, even without us explaining what they were.
Through wearing, sharing, listening and adjusting, the collection slowly began to take shape.
EARLY 2026
TAKING SHAPE
Living in the samples changed them. Things we couldn't have known from a drawing or a first fitting only became clear once we had actually worn the pieces for a while.
Jamy is quite small herself, and loves when a long dress reaches the floor. But a dress that touches the ground on her would end too short on a taller woman. So instead of one length, we made two. So it could fall the way it was designed to, no matter who wears it.
The scarf changed too. Jamy cut it herself, after realizing the sample had turned out too big. And that became the best decision ever: to make it a set of two sizes instead of one. We've never seen it somewhere else before. now it's perfect. each one with its own way of being worn.
Some changes happened around a table. Others simply by wearing a piece and realizing it could feel even better. We kept going back and forth between wearing, adjusting and sampling, until everything slowly found its form.
SPRING 2026
OUR LAST VISIT IN TURKEY
In May 2026, we travelled back to the atelier in Turkey. The pieces had already come a long way, and we wanted to be there in person to see where everything stood.
The production had already started, and we wanted to capture the process for you as it happened, creating content and behind the scenes along the way, because transparency matters to us just as much as the pieces themselves.Out of everything
we'd worked on, four pieces made the cut: the SORA Dress, the AYLA Skirt, the YUMI Poncho, and the YUMI Scarf Set.
While we were there, we walked the fabric markets again. This time, already looking ahead, gathering ideas and colour inspiration for what SONEA could become after this first drop.
Four pieces. Chosen, not rushed. More than anything, we wanted to stay close to the process and watch SONEA slowly becoming real.
THE MAKING
MADE BY HAND
Every SONEA piece is handmade in small batches by women artisans in Turkey, working closely with Nisan, our co-designer, who is based there herself. A lovely team, built around her.
Machines sew the seams for strength. Everything else is done by hand: trimming loose threads, finishing edges, steaming, placing the label.
A simple piece takes a few hours. A layered piece like the SORA Dress takes days, across several stages, from cutting to the final press.
Before a piece is folded into its box, we check it one by one. We would rather ship late than ship something that doesn't feel right.
WHAT COMES NEXT
THE VISION
Our visionboard holds sketches, swatches and photos of pieces that don't exist yet.
We're already dreaming of color. Each future collection will take inspiration from a different part of nature — forests, wildflowers, mountains, rivers, the sea. Deep browns and greens, burgundy, soft floral tones, blues, and everything in between. Its own little world, its own palette.
Two things stay as they are: fabrics rooted in nature, and people we know by name making every piece.
SONEA is still so young. We have a big vision for where it could go, but we also want to leave space for it to evolve naturally. To move with life, with the people around it, with what feels right along the way.
To us, SONEA is more than clothing. It's a form of expression, an ongoing creative project, and hopefully, over time, a community.