“I don’t push for things I don’t believe in, and I only act when it feels right, so reflection and intuition guide me,” Dutch-born London-based designer Peet Dullaert tells ORDRE. This introspective approach drove him to launch his namesake label fresh out of university, and eight years later it's gained a global presence with authentically crafted ready-to-wear, couture, jewellery and accessories.
Designing everything in-house at his personal ateliers, Dullaert’s collections focus on a sophisticated gender fluid aesthetic with hand-crafted details. “Everything receives handmade and exclusive personal attention,” he muses, adding, “Each product category requires a different approach, but they all share an exploration of shape and function that resonates with comfort and reflects a wearer’s personal style.”
Pre SS’20 continues to explore the Earth’s natural beauty, highlighting the importance of preservation; think statement earrings and gold metal clutches embossed with undulating water patterns and elongated mules with iridescent and 24K gold details reflecting nature's precious stone elements. And complementing the worldly nature of the designs, Dullaert’s fabrications are equally considered and sourced from across the globe, including quality silks from France and Japan, hand-woven wools from Scotland’s Isles of the Outer Hebrides, and pearls originating from China and Japan, both of which have centuries of knowledge in pearl cultivation.
While tier one retailers like Net-A-Porter, Galeries Lafayette and Opening Ceremony are now stockists, Dullaert reveals that wholesale has never been his focus and the label has simply evolved organically. “Everything I stand for follows an organic approach. For wholesale, this means we do not chase retailers as we trust there is a right time for everything.”
This confident yet humble attitude charmed Kylie Pan, founder of And I Said Hi, Dullaert’s latest online jewellery stockist – since taking on the brand in January it has become one of their best sellers. “At first I was attracted by [its] unique outlook, but I found myself falling in love with it as I learned more about the brand ethos,” she explains, adding, “Peet Dullaert has an inimitable sense of modern elegance and each piece can be treated as wearable art or sculpture. Our customers look for unique statement pieces that are classic but also develop an emotional relevance with them, and his collections fit all of the above.”
“I don’t push for things I don’t believe in and I only act when it feels right so reflection and intuition guide me.”
Unsurprisingly, this intimacy goes beyond Dullaert’s design philosophy: as part of an ongoing initiative to further his responsible production cycle, a percentage of every purchase goes towards non-profit organisations like One Tree Planted, which plants trees in the Amazon rainforest, and Trees For The Future, which aims to support the livelihoods of impoverished families and reverse deforestation. “I have seen changes caused by climate change myself – Oasis’ drying up, crumbling lands, and people having to relocate,” he laments. “Seeing this and knowing that a lot of money is made from exploiting the Earth, I strongly believe that we have to give back.”
Looking to the future, the ever-green designer reveals that the brand isn’t fixated on expansion, veering away from traditional wholesale and excessive marketing. Instead, it is building a fluid strategy based on solid product and organic growth. This genuine approach has worked wonders for him so far. “Our product is desired and capable of selling itself regardless of territory. We simply exist because of our customers,” he finishes proudly.