The 'viral' women's clothing brand that's come to Scotland for the first time
This is their first traditional location
That’s because they’ve just seen the addition of Uniqlo, Anthropologie and, now, the first Scottish branch of ethical women’s fashion brand, Omnes., which has landed on the ground floor of the shopping destination, Princes Square.
We asked founder and CEO of Omnes, Jordan Razavi, to introduce us to the brand.
Tell us about Omnes
I launched it in 2021 after noticing a clear gap in the market. Coming from more of a business background rather than fashion, I could see the industry through a slightly different lens: if you wanted to buy better, you had to pay a premium. The brands offering responsibly-made clothing were either very expensive or simply not speaking to a wider audience. It felt that there was room for a modern challenger - a brand proving that ethical and sustainable fashion can be genuinely accessible. Omnes means ‘all’ in Latin, which captures the core of what we stand for. We’re all in this together, and everyone should have the option to make better choices.
Why the first Scottish store in Glasgow, and why Princes Square?
Glasgow has been on our radar for a long time. It’s a city with real energy and personality, a thriving cultural scene, a strong sense of identity and a brilliant blend of heritage and modernity. It also has a large student population, which keeps the city feeling young, dynamic and fashion-forward. From a retail perspective, Buchanan Street is one of the UK’s most iconic shopping destinations, and Princes Square has always been a landmark. The recent redevelopment has given the building a new lease of life, creating a destination that feels premium, curated and ambitious. As a brand, we’re drawn to places with momentum. Princes Square fits that perfectly.
Do Scottish customers account for a lot of your online sales?
Absolutely. Scotland has become one of our fastest-growing regions online over the past couple of years. We’ve seen consistent growth in cities like Glasgow, Edinburgh and Aberdeen, and we know from customer behaviour that there’s a strong appetite for accessible, responsibly-made fashion. What we now want is to move from being a brand people recognise online to one they can physically experience. Opening a store allows us to listen to our customer, to understand how Scottish customers shop, what they gravitate towards, what gaps they feel we fill, and what else they want from us. It’s a natural extension of the relationship that’s already been building digitally.
What is the age range of your customer?
We don’t design with a specific age demographic in mind; the collections are created for people who appreciate thoughtful design, responsible materials and pieces that work in real life. That said, our core customer tends to fall between 25 and 35. What’s been particularly rewarding is how often we see someone discover us for a key moment, a graduation dress, a first work event, a guest-wedding look, and then stay with us as they build out their wardrobes. But we also see real cross-generational appeal. Mothers and daughters shop together, and we frequently hear from customers in their 40s, 50s and beyond who appreciate the quality, the fit, and the design simplicity of the pieces.
What will be stocked in the Glasgow store?
Customers will find everything from our premium knitwear and Studio Omnes line to our contemporary denim, outerwear, occasionwear and even our bridal collection. We want people to walk in and immediately get a sense of the world of Omnes - the fabrics, the textures, the silhouettes and the ethos behind each piece. The store is a space to explore, try on, discover new favourites and understand the craft that goes into the collection in a way that’s impossible to replicate online.
Do your staff have any special training, and how do they represent the brand?
All our in-store teams receive detailed training on the composition and characteristics of our fabrics, the difference between responsible materials and conventional ones, and why we choose the processes we do. They’re trained to understand not just what a garment is made from, but the impact that choice has environmentally and in terms of quality and longevity. They also spend time learning about our mission and vision, because we want them to feel connected to the bigger purpose behind the brand. When someone walks into an Omnes store, the experience should feel warm, knowledgeable and genuinely helpful.
Is this a good time of year to be opening?
This is one of the most exciting periods in the retail calendar. Cities come alive with events and festivities, and shopping becomes a social experience again. People browse, try things on with friends, and make a day of it. It’s also a great moment to introduce ourselves to the city properly. We want OMNES stores to feel like community spaces, somewhere people can discover new things, meet others, attend events and workshops and feel part of something. Launching during this busy,celebratory time gives us the momentum to start building those relationships.
Why are bricks and mortar shops still important?
I’ve always believed in the power of physical retail. There’s something irreplaceable about interacting with a brand in person: the space, the visual world, the product itself. One of the biggest challenges for online only businesses is conveying the quality of a garment. The softness of a knit, the drape of a dress, the weight of a fabric these are things customers instinctively understand the moment they touch them. In-store, those barriers disappear and people instantly ‘get’ the craftsmanship. Stores also create a deeper emotional connection. They allow for genuine conversation, personalised styling advice and a sense of belonging that’s hard to replicate digitally. For us, physical retail isn’t a replacement for online, it enriches it.
What are your bestsellers?
The Nova dress has been one of our signature pieces from day one. It resonated immediately and continues to be a favourite. Our Magnus and Portland denim set went viral last year, and it continues to sell at an incredible pace. This season, our outerwear and knitwear have really taken the spotlight. Pieces like the Charleston check trench and the August cardigan in chocolate have been standout successes. Our bestsellers tend to be the pieces that combine strong design with easy wearability.
Omnes, Unit 27/28 Ground Floor, Princes Square, Buchanan St, Glasgow, www.omnes.com
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