A STORE WITH A SOUL

Wearing stories like wearing clothes

Situated in the heart of Geneva, concept SUD is a temporary home for unique creations. Always changing, our space is an invitation to discover talents from all around the world. Step in and you will be immersed into fascinating stories, colorful designs and a powerful creative energy. 

All our products are hand crafted and done in natural materials. Most of them often support cooperatives and associations to preserve techniques from the past. 

 
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we believe in
alternative fashion

Nothing is more special than owning a unique designer piece with its own story. That is why, we propose a bold alternative to fast-fashion. Our carefully curated selection of items is for the ones who want to stand out from the crowd, go against the norm and want to express their individuality.

 

WE OFFER UNIQUE PIECES WITH UNIQUE STORIES

Come visit us often because our selection of clothes, shoes and accessories keeps on changing! We are always on the quest for elegant designs, delightful embroideries and statement pieces. Coming straight out from our gifted designers’ hands and workshops, each of our piece has a special story to tell you.

 
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WE ARE A PLATFORM
OF EXPRESSION

Our ambition is to become a distinctive hub for creativity in Geneva by showcasing designers from all over the world. Our store sets a new stage for artistry and positivity. A carefully crafted fusion between alternative fashion, innovative crafts and personal identity. 

 

THE TEAM

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Bertram Seitz
CO-FOUNDER

Bertram has always been a man of fine aesthetic sensibility and has developed over the years a fascination for contemporary fashion creations that reinterpret ancient handcrafts techniques, giving a sparkling future to history.

Driven by his dream to create a place with a soul that would celebrate creativity, he launched concept SUD with Maha from scratch end 2014 after moving from London to Geneva.

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MAHA DAOUDI SEITZ
CO-FOUNDER

Maha is from a multicultural background, she has lived in different countries and has spent most of her life traveling the world. She’s been passionate about art and fashion since her early age and her curiosity led her to discover several talented artists in many continents.

She wanted to open a space dedicated to alternative fashion and cross culture, and alongside Bertram founded concept SUD to serve that purpose among others.