Cloimh Hollie Mercedes

For anyone discovering you and CLÒIMH for the first time, tell us a little about yourself and what you're working on at the moment.

I'm Hollie Mercedes Peters, a Scottish-born fashion creator and founder of CLÒIMH, an Amsterdam-based accessories brand specialising in natural materials, predominantly wool. Launched in 2024, CLÒIMH is the Scottish Gaelic word for wool. Having spent over a decade in the fashion industry, working across styling, design and creative direction, CLÒIMH brings together my love of fashion, Scottish textile heritage and natural materials.

You're Scottish but now call Amsterdam home. What do you love most about living there, and has it changed the way you dress?

I love Amsterdam's international creative community and its relaxed approach to life. It's definitely influenced the way I dress, making my style a little more effortless. Coming from Scotland, I'm naturally drawn to practical pieces, but I love introducing colour, texture and unexpected accessories.

Your personal style is so distinctive. Has it always been that way, or has it evolved over time?

It's definitely evolved. After more than ten years in fashion, I've experimented with lots of different styles and trends. Now I gravitate towards pieces with longevity, mixing classic wardrobe staples with unexpected colours, textures and proportions.

CLÒIMH has such a recognisable aesthetic. How does your own personal style influence the pieces you create?

My personal style is very much at the heart of CLÒIMH. I design pieces I genuinely want to wear myself. I'm drawn to interesting textures, natural materials and familiar silhouettes reinterpreted through unexpected colours or proportions. I want everything to feel special but still be wearable every day.

You have a brilliant eye for colour and unexpected combinations. What advice would you give someone looking to be a little more adventurous with their wardrobe?

Start with accessories! You don't need to completely change your wardrobe; sometimes one unexpected colour through a hat or scarf can transform a simple outfit. Don't be afraid to experiment with combinations you wouldn't normally consider. Fashion should be fun!

Accessories can completely transform an outfit. What's your favourite way to style CLÒIMH pieces, and how do you use them to add personality to a look?

I love keeping an outfit relatively simple and letting the accessories do the talking. Our Mini Scarf over a winter coat or a statement head piece with an oversized knit can completely change a look. For me, it's about adding personality without looking like you've tried too hard.

What's one thing in your wardrobe you'd never part with, and one fashion rule you've never followed?

An extremely difficult question! I'm quite sentimental about clothes, particularly pieces I've collected over the years or discovered while travelling, so there are so many things I'd struggle to part with. I really believe in cherishing what you have and wearing your clothes as much as possible. As for fashion rules, I've never believed everything needs to match perfectly. I love mixing colours, textures and proportions.

If someone is discovering CLÒIMH for the first time at Brown Thomas, which pieces would you encourage them to explore, and why?

I'd start with two of our signature and much-loved pieces: the Wool Ear Flap Hat, which was an instant sell-out across our own channels, and our Mini Soft Wool Scarf. The scarf was actually the piece that started the brand, so it will always have a particularly special place for me.

Finally, what can customers look forward to when they discover CLÒIMH at Brown Thomas?

A collection of thoughtfully designed accessories, crafted using 100% natural fibres, with beautifully soft textures, distinctive colour combinations and contemporary proportions. I hope customers discover pieces they fall in love with and enjoy wearing for many seasons to come.

Meet Hollie Mercedes, Founder of CLÒIMH

The Interview with Hollie Mercedes, Founder of CLÒIMH

Discover CLÒIMH