Oui is three generations of one Munich family, from a 1950s children's clothing label through a 1960s youth fashion line to the brand it became in 1972, still family-run today. We stock Oui at Shirley Allum in Shaftesbury, across knitwear, trousers and everyday separates.
Casual chic is the closest description: relaxed cuts and considered colour rather than anything fussy, built for a European sense of dressing well without trying too hard.
Daniel Gottesdiener now runs the business his grandparents started, which is rare enough in fashion to be worth mentioning on its own.
An Oui jumper or pair of trousers is the sort of thing that quietly becomes a wardrobe staple rather than a statement piece.
See the current range at the Shaftesbury boutique, or shop Oui online.
