In the heart of Kolonaki, a new luxury experience with a uniquely Mediterranean atmosphere has come to rival larger boutiques. Instead of relying on prolific advertising, the only way to find this store is to hear about it—or miraculously stumble upon their social media pages.
TC Athenian House redefines haute design shopping in Greece to include the warmth of a traditional Greek household with a modern architectural flair. TO BHMA International Edition was invited to discover the newly-renovated showroom space, and spoke with founder and designer Teti Charitou about the vision behind her namesake brand.
Teti Charitou, founder and designer of TC Athenian House.
The opening of this creative space has been in the making for many years. Originally, the TETI CHARITOU brand was a bridal atelier and occasionally crafted theatrical costumes for different plays. As time went on and Teti matured as a designer, she began envisioning a bigger concept that would include every day and formal garment options. The brand itself has been moving in that direction steadily for years prior, while the showroom was being crafted to perfection to complete the story.
“I’ve been renting this space and renovating it for longer than I can remember. The showroom has always been at the core of what I want to create: the clothes are only one small part of the tale. If you don’t visit the atelier, you won’t get the full effect.” Teti explains. Inspired by her love for Greek culture overall, and taking from her own experience living in Athens, TC is meant to be all being Greek encompasses. Without compromising on style, daring designs and taking fashion risks.
Interior of TC Athenian House.
Photos by Panos Kougias
The global high fashion scene has always been fond of Greek design. Celia Kritharioti has has custom made several outfits for Beyonce down the years. Other notable names include ‘affordable luxury’ jeweler Anna Maria Mazaraki and designer Paris Valtadoros. They have all taken up a significant amount of space in global retail. Teti Charitou does not see her brand, TETI CHARITOU, as a competitor. In fact, wholesale and mass production generally go directly against the ethos of TC. “My purpose behind creating TC was to showcase Greek hospitality beyond the traditional food, drink and sense of community (known as parea)” Teti explained. “We want to highlight our heritage.”
TC Athenian House is located inside a well-preserved 1950s neoclassical apartment block. High ceilings, arched doorways and white candles set on black candelabras characterize the showroom’s aesthetic. Displays of clothing, pottery and novelty items are displayed separately and labeled like you’ve entered a museum—which is exactly the point. “Our space is part showroom, part gallery. Anything you see has a story worth reading, and anything you choose to take with you will contain that story.”
While browsing the shelves and clothing racks, music by the beloved composer Manos Hadjidakis echoes through the space. Shoppers are offered a drink menu with standout local options, such as the widely enjoyed freddo espresso and traditional aged tsipouro from Macedonia. If you look close enough, you will notice that everything—even the ice cubes in the drinks served—are branded with the TC logo.
Aged tsipouro, as served in TC Athenian House.
Photo by Nansy Samaka
Artist collaborations are also a big part of the brand’s identity. “There are so many young Greek designers who are doing really unique things.” Through creative partnerships in homeware and special edition wearables, Teti wants to showcase “Greece as it is now” by reimagining classic designs. The ‘Greek Proverbs’ ceramic vases created in partnership with Antigone Ceramics and the Theros tabletop lamps designed in tandem with Studio Aristotelis Barakos are the standout collectors’ items.
The rise of second-hand shopping brought with it a renewed appreciation for couture and garments made to last. Reflecting on the ever-changing qualities of Athens, designer Teti Charitou feels that Greece has “truly become a European country”. There is a clear shift towards better quality of life on all levels, with a higher greater awareness of sustainable practices. Several loyal shoppers of fashion giants like Chanel have complained about quality and longevity of products being compromised in favor of faster production. New videos online of people showing off new luxury purchases that after just a couple wears break or scratch continuously go viral.
Monogrammed mannequin in TC Athenian House.
Photo by Panos Kougias
In the world of Teti Charitou, the term ‘pret-a-porter’ is used very loosely. The designs in her permanent collections (Grammi, NEON and the newest addition Roe) are made in limited quantities (about 30 units per garment), but can also be made-to-order once sold out. “Fashion is an extremely wasteful business. It is vital to us that we limit our production waste as much as possible,” Teti tells TO BHMA International Edition.
This commitment to sustainability does not stop at the manufacturing level. Once you’ve picked out a wearable piece that speaks to you, it is wrapped in a custom-created cotton cloth and secured with the brand’s monogram TC pin. No detail is spared, no excess plastic is used; these same rules apply to the accessories and every other item sold.
Cotton cloths and safety pin used to wrap clothing purchases.
Photo by Panos Kougias
When ateliers and made-to-order clothing dominated the Athenian market, trying on samples always meant having a seamstress on hand to assist you. This was especially true of richer Greek household, where seamstresses would often work with clients in their living rooms. To bring back that tradition, the changing room at TC has been created to allow clients to try on clothes with the assistance of a sales associate. “People can opt out of this if they would rather not have someone dress them, but to me it is the epitome of luxury,” Teti explains as she presents the changing room space. “We want our clients to feel truly cared for, in the same way that our great-great-grandmothers had their own personal seamstresses.”
Balancing out tradition with modernity can be a tough trick to pull off, but for this home-grown business it comes naturally. Teti Charitou shared one of her first fashion sketches for the NEON collection with TO BHMA International Edition, for a garment we also got to see being worn.
A photo of the original sketch and the resulting garment in the NEON collection.
Photos by Panos Kougias
“Our use of transparent fabrics is reflective of Athens as I believe it should be seen: unfiltered, with all its good and its bad. Just like us,” she remarked. The contrast of the rather traditional silk taffeta skirt layered with translucent organza creates a new, timeless look. Silhouettes reminiscent of Athens in the ’60s but brought up to date. “I am inspired by the newer generation that has taken heritage crafts and evolved them in the best possible way.”
When asked who she envisions wearing her creations, Teti describes a self-assured individual. “The woman wearing TC is beautiful and has no need for external validation. She is a formidable presence and unafraid to be fully present in a room. She doesn’t dim herself for anyone else’s sake.” TC Athenian House transports the local fashion lover as well as the passing tourist into that woman’s home. Into her closet, her caring nature and eclectic taste. These qualities permeate in every accessory, every home item and stitch—as well as the fashion house’s signature honeysuckle scent, aptly named Athenian Sun.
In the changing room, with Teti Charitou and Nansy Samaka from TO BHMA International Edition.
Photo by Panos Kougias
TC Athenian House and the TETI CHARITOU brand as a whole give fashion lovers a unique way to rediscover Greek heritage. Their mission is to dare you to be bold and let a little piece of modern Athens inspire you. You can book a private appointment by phone or through a designated online portal, while select pieces in limited sizes are also available on their e-shop. During your in-person visit, anything you try on can be made to size and shipped anywhere in the world.
Special thanks to Panos Kougias (Director & Social Media Manager) for his contribution.
