Catching Up With…Theodora & Callum’s Desiree Gruber And Stefani Greenfield
Your Daily caught up with the creative minds behind the hautest scarf and wrap label, Theodora & Callum. Co-founders Desiree Gruber and Stefani Greenfield have a packed summer ahead, including plenty of international inspiration trips. After that? An offshoot line’s debut this winter!
What’s new chez Theodora & Callum?
Stefani Greenfield: We’re very excited to share that we are launching a new brand, T+C Theodora & Callum, which will be available in over 300 doors beginning in December. It’ll include scarves, hats, and cover-ups as well as a full jewelry collection. Plus, we’re introducing a new style which we are calling the seasonless scarf. It’s a lighter weight and has a great eyelash trim for a more casual feel that can be worn year-round. They will be available for Resort in some of our heritage prints such as ikat, leopard, and zebra.
How far do you travel to pick up a bit of inspiration for the collection?
Stefani: We’re inspired by the places we’ve been and where we dream about going, so each season our prints reflect our love of travel. I drive the creative side of the brand—design and merchandising and Desiree crafts our story—brilliantly communicating it to our customer.
What’s the best selling printed scarf of all time?
Desiree Gruber: Our Luxor Tie All Scarf with the Evil Eye—it brings protection and is an iconic symbol for our brand.
How do you create the images on your scarves?
Stefani: We consider our scarves wearable art and design all of our own prints. We find inspiration in everything we come across in our life and travels, such as art, architecture, and antiques from every corner of the world. For Resort, we referenced places like India for our Mumbai print and Turkey for our Ankara design. Plus we looked back at Theodora & Callum’s iconic prints such as animal, ikat and our signature evil eye and brought them back in new ways with bright, bold colors.
How many different ways can one don a scarf to the beach?
Desiree: There are so many ways to wear a Theodora & Callum scarf! You can wear one as a pareo with your bathing suit during the day and then turn it into a dress for a low-key beach dinner. They’re so versatile that you can take it from a scarf to a skirt, dress or a great top. Really, the options are endless.
What’s your favorite thing about wearing a bikini all day long, when you’re at the beach?
Desiree: It means that we’re on vacation somewhere, with family and friends, enjoying a beautiful day!