Amazon Fashion presents new basics brand Meraki

Online giant Amazon announced in a press release on Tuesday that it has launched a new European private brand via Amazon Fashion: Meraki is all about clean lines, timeless shapes and quality fabric construction - easy-to-wear premium wardrobe essentials for men and women at a moderate price.

Meraki is Greek and means - according to Amazon - ‘doing something with soul, creativity, or love – when you put something of yourself into what you’re doing, whatever it may be’. Meraki's launch goes in the direction of this philosophy, with Meraki passionately “creating the perfect modern wardrobe essentials”.

“Meraki was created to offer everyone who comes to Amazon his or her favourite wardrobe essential; that go-to piece you rely on time and time again. We aim to deliver the best for our customers whether it’s a modern blazer, a simple cotton shirt, T-shirt or chino,”commented Frances Russell, vice president Amazon Fashion Private Brands Europa, in the press release.

Amazon's Meraki is all about modern essentials for men and women

Meraki banks on those basics that everyone likes to have in their closet: from t-shirts, hoodies and turtle neck sweaters to Merino cardigans and jogging trousers to Merino V-neck jumpers and chinos. For the ladies, there are also dresses, skirts and shorts and for men a blazer and a bomber jacket. Prices range from 15 pounds (17 euros) for a t-shirt to 62 pounds for a blazer (70 euros).

“Every Meraki piece is designed to strike the perfect balance between simplicity, function and style. Whether you’re looking for wardrobe-building items or a head-to-toe outfit, the brand offers Amazon Fashion customers choice and quality in a collection built around clean lines, timeless shapes and high quality fabrics,” explains Amazon.

In addition, all articles are available in a simple palette of neutral colours including navy, black, khaki, off-white, pure white and stone, to achieve Meraki's goal of offering basics that transcend the seasons.

Meraki is available now to shop at Amazon.co.uk/meraki and other European websites. Customers purchasing items from the collection can take advantage of free returns and a range of delivery options such as one-day delivery for Amazon Prime members.

Photos: Amazon / Meraki