About us
Hi, I’m Paula Josefine - the girl on the left - and the founder of Leo.
Leo is built on the idea that fashion should move slower, last longer, and live many lives. From carefully sourcing materials to consciously delivering each piece, every step is considered with sustainability and versatility in mind.
The brand is deeply personal. It’s inspired by my late grandfather, Manfred Josef Leo, who quietly shaped my understanding of style long before I realized it. In the 1950s, he studied textiles in Leeds before returning home to work in his family’s textile business. But more than that, he lived what we now call slow fashion - wearing his clothes for decades, effortlessly adapting them across time and occasions. That mindset - valuing longevity, character, and ease - is at the heart of Leo.
Naming the brand after him felt natural. A way to carry his perspective forward.
On the right is my older sister, Carola Margarita. She’s an essential part of my life and, in many ways, of Leo itself. As the face of the brand, she brings the pieces to life - grounding them in something real, familiar, and close to home.
Leo is more than clothing. It’s a reflection of where I come from, what I value, and how I believe fashion should feel.
2008 - Rome
My grandfather’s world was wide. His interests stretched from textiles to agriculture, from craftsmanship to the rhythms of the land. But beyond everything, he carried a deep curiosity for the world itself.
Growing up, that curiosity became part of my life. Every Pentecost, my father’s side of the family would come together - each year in a different European city. Those moments shaped how I see things: the appreciation for different cultures, for ways of living, for details that make places feel distinct.
He made the world feel open and reachable. In many ways, he is the reason I was able to experience so much of it so early on.
That sense of movement, of perspective, of quiet observation - it’s something I carry with me. And something that continues to live within Leo.
Rome - 2008
My sister and my Grandpa at the Trevi Fountain.
Every time we went on vacation with our grandparents and there was a hotel bar, you could find the three of us there - me, my sister, and my grandpa. When my sister and I had an aperitif - probably apple juice - he’d stand behind us and make sure we didn’t fall off the stools.
OUR MISSION
Leo is my way of shaping what I believe fashion should be.
I created this brand out of a desire for pieces that don’t feel temporary - clothing that stays, that adapts, that becomes part of your life over time. Instead of chasing trends, we at Leo focus on designing garments that feel effortless and versatile, pieces you can return to again and again, styling them in your own way.
Sustainability is something I approach with care and responsibility. From the fabrics I choose to the way each piece is made and delivered, every step is considered - not as a statement, but as a standard.
Leo is deeply personal to me. It’s influenced by how I grew up, by the people around me, and by the idea that clothing can carry meaning, memory, and longevity. I want every piece to feel like it has a place in your life - not just for a moment, but for years.
My mission with Leo is to create clothing that feels honest, lasting, and close - pieces that evolve with you, just as the brand continues to evolve with me.
What and Where?
UK - this is where the majority of our materials are sourced from. That includes everything from denim to tencel twill.
Germany - this is where we are based. The heart of the brand.
Australia - this is where we sourced our wool and merino wool from for our cozy coats and cardigans.