Nia and the Soul(t) of Summer

Soult is more than fashion - it’s an invitation to slow down, breathe deeply, and live as though summer never ends.

In a world that rarely slows down, Soult is an invitation to breathe, bask, and belong. The Sydney-based brand, founded by Greek-Australian creative Nia Pandoulis, has become synonymous with the breezy elegance of a European summer - sun-drenched afternoons, skin still salty from the sea, a visor shading your face as you wander from beach to bar with only the essentials.

“Being Greek is more than a nationality - it’s my identity, my values, and in many ways the essence of everything I do,” Nia reflects when we speak. “I often come back to the word filoxenia - the warmth of belonging, of making others feel at home. That spirit of connection, history, and beauty is something I try to carry with me every day, and it naturally flows into Soult.”

 

From Barbie Dresses to a Beachside Dream

Nia’s creative path began long before Soult’s launch. As a child, she would spend hours sketching and designing clothes for her Barbies, never wavering when asked what she wanted to be when she grew up: “fashion designer.”

Her first Soult creation, the now-iconic visor, was born from both necessity and vision. “I wear my hair up most of the time and I’m allergic to sunscreen, so I was constantly struggling with hats, especially in the water. I went deep into research and sampling to create a visor that was waterproof, comfortable, and designed with a custom brim length to actually cover the face. Looking back, it was more than a product - it was the foundation of Soult’s philosophy: practical, thoughtful design that makes life easier and more beautiful.”

 From there, the brand took shape, weaving sustainability and optimism into every thread. Every Soult piece is trialled and worn by Nia herself before being released in a commitment to quality that reflects her determination to create items that endure.

 

 

 New York, New Heights

 February 2025 marked a defining moment for the young label: its debut at New York Fashion Week with Flying Solo. “I’d love to say it was fate, but really, it was a mix of passion, persistence, and a little serendipity. Three weeks before the show, I got a call with the opportunity to showcase my crochet collection. It was fast, unexpected, and exactly my style - a mix of hard work and pure magic.”

When the collection finally walked the NYFW runway, Nia felt a flood of emotions. “Honestly, shock. I’m someone who finds it hard to pause and give myself credit, so in that moment I felt an array of emotions. Pride, disbelief, gratitude. At the same time, my mind instantly went, ‘Okay, what’s next?’”

"It was surreal to realise that my younger self’s dream had become reality."

NYFW was followed by features in Vogue China and Elle Slovenia, a powerful nod to Soult’s resonance on a global scale. “It reminded me that the values I built this brand on - authenticity, quality, storytelling - resonate beyond borders. It gave me confidence to keep pushing forward and trusting the process.”

 

Heritage, Craft and the Modern Summer

Soult’s signature crochet pieces are painstakingly handmade by artisans in Turkey. “Each piece can take days to complete, and because of this, no two items are exactly alike. That individuality and human touch is what makes them special.”

For Nia, the art of crochet represents a perfect balance of heritage and modernity: “I respect the craft and the slow, meticulous work behind it, but I also ask: how can this live in today’s wardrobe? For me, that means focusing on simple but beautiful designs, colour, breathable natural fibres, and silhouettes that move effortlessly from a Greek island beach to a night out in Sydney.”

Travel is also at the heart of Soult’s aesthetic. “Greece is my constant muse. Milos is definitely a favourite of mine - the island’s landscapes are so raw and striking, and that contrast of simplicity and drama often finds its way into my designs. I also love Athens. The chaos, the energy, the mix of ancient civilisation and modern vibrancy - it inspires me to mix the timeless with the contemporary, which is exactly what Soult is about.”

 

Future Summers

Soult continues to grow, with plans to expand its visor line, introduce new summer pieces for men, and explore collaborations with Greek artisans and international creatives. “Collaboration feels like a natural next step for the brand, because Soult is ultimately about connection.”

Despite the growing recognition, Nia remains grounded. “The biggest challenge has been wearing all the hats - creative, business, logistics. Another challenge for me personally is relinquishing control. Soult really is a part of my soul, and handing over even small parts of it can feel difficult. But I know that if I want more of the world to have a taste of Soult, I have to learn to let go.”

And yet, she keeps her focus on the moments that matter most: a message from a customer saying “The only things I wore this summer were SOULT,” a collection making its way across a New York runway, or the simple pleasure of sketching a new design while watching the Aegean sunset.

 

 

 

“Soult is vacation wear at heart, but I’d say it’s broader - it’s lifestyle, a feeling. When someone wears Soult, I want them to feel like time has slowed, like they’ve stepped into that eternal summer state of mind.”

To shop, go to soultaustralia.com

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