A STORY OF KNIT AND FAMILY
It all started in 2000 when Alain and Caroline Eaton decided, after 15 years as agents for several ready-to-wear brands, to launch their own label on the Belgian market. The very first collection consisted of 10 jumpers in a wide range of colours. Fancy knitwear is Jeff’s DNA. Loyal to their agents, the buyers took a chance and from the first season onwards, Jeff was found in 50 multi-brand shops in Belgium, the gamble paid off.
From season to season, the couple continued to develop pretty knits and then, little by little, the collection expanded to include floral prints, linen and T-shirts. Jeff is a feminine and casual collection, trendy without being too sharp, which dresses all women. The brand is now distributed in more than 100 shops in Belgium and from 2008 onwards it started to export to Europe and the world. In 2013 Victoria Eaton joined her parents and brought a young and creative touch to the collection. The brand continues to evolve to keep up with the times. More and more present internationally, in 2018 the online shop is launched and the flagship store relocated to the centre of Brussels at the Sablon.