About the brand

White Lie is a business atelier built on the idea that sometimes, a small lie can tell a bigger truth.

A white lie is harmless, even hopeful, the kind you tell yourself before it becomes real. “I’m a millionaire.” “I’ve already made it.” At White Lie, these aren’t deceptions; they’re declarations. Aspirations spoken early, designed to be manifested.

Our slogan, “the truth, but fancier,” captures that balance. We design with intention, elevating reality, refining ambition, and turning potential into presence. Every piece is created for those who understand that mindset is as important as material.

Our symbol, the octopus, represents everything we stand for. Exceptionally intelligent, adaptable, and found on every coast of the world, it thrives through change. It evolves, blends in, stands out when necessary, and always stays in control. Like our community, the octopus is strategic, curious, and impossible to underestimate.

White Lie is not about pretending, it’s about becoming.
It’s about dressing for the future you’re already claiming.

Wear the lie.
Live the truth.

Who are we?

Founded by two Dutch brothers, White Lie was created with the ambition to succeed and the belief that workwear doesn’t have to be boring. Much like the octopus, known for its intelligence, adaptability, and many arms in many things, they wanted a look that could do it all.

Professional but distinctive. Sharp but unexpected. Designed for those who prefer to stand out thoughtfully rather than blend in. The goal was to create something original, something you simply won’t find anywhere else.