Gertrude Lee tribute to the Creative Eras
Fashion, as an industry and art form, has evolved through cycles—but never has it been as daring as it was from the 1960s to the 1990s. We believe that these decades marked the true birth of fashion as cultural rebellion and creative identity.
The '60s introduced bold silhouettes and mod culture. The '70s brought us bohemia and disco, a time of maximalism and freedom. The '80s exploded with power dressing and excess, while the '90s stripped it all down with minimalism, grunge, and streetwear. Each decade had its own voice.
In contrast, the 2000s to 2010s—and even today—have been marked by nostalgia. We've mostly looked backward for inspiration. Nothing wrong with that, but it’s important to recognize that the eras we reference were once breaking ground, not repeating it. Designers like Vivienne Westwood YSL Alaia Katharine Hamnett didn’t follow trends—they weren’t just part of fashion; they were fashion's evolution.
Why another fashion company?
I started this brand with one simple goal: to make life easier—for people who love fashion but don’t want to chase trends or break the bank to feel beautiful.
With my background in fashion production, I’ve come to respect the knowledge and skills that manufacturers and producers bring to the table. Gertrude Lee is built on that foundation—on craft and collaboration.What if we made things simpler I asked myself.
What if sustainability wasn’t just about materials, but also about respecting the process and listening to our producers? By working in partnership with those who bring designs to life, we can create better garments—more thoughtful and long lasting.
The brand name Gertrude Lee is born from the union of two icons—Gertrude Stein, the literary pioneer who challenged norms through language, and Bruce Lee, the martial artist and philosopher who defied boundaries with movement—Gertrude Lee stands as a tribute to creative freedom, duality, and reinvention.
Gertrude Lee stands for balance of masculine and feminine. It’s a brand designing for all genders, rooted in the belief that style, like identity, transcends binary definitions.