The brand story Aaiko is a Dutch fashion brand, based in Amsterdam. The driving force behind Aaiko is Pauline Brakenhoff. She started the brand in 2005, by combining commercialism and creativity in a unique way. Over the years, Aaiko has grown into an internationally known brand with points of sale in many different countries. Since it is our aim to inspire women all over the world, we keep expanding our business. But the essence of the brand has not changed over time: Pauline’s personal vision and sense of creativity are still at the heart of the brand. Pauline is very much inspired by her travels around the world. Her collections are an ode to her curiosity and courage. But, being a woman herself, Pauline never loses sight of her customers: her contemporary and innovative designs are flattering, comfortable and easy to wear. Interested? Try something on. We’re not just selling an image, we want to impress you with our garments. The Aaiko woman Aaiko is Japanse for ‘beloved’, while in old-Germanic it stands for ‘though’. This unique contradiction defines our brand and its customers. The Aaiko woman is not easy to pin down, and we do not like to pin women anyway, but we know she is feminine and strong at the same time. In short: she is soft but powerful. And for us, in all her diversity, the Aaiko woman is an endless source of inspiration.