ABOUT
RAEF THE LABEL
RAEF was founded in Australia by Grace Hide a creative director, entrepreneur, and mother - born from a desire to simplify the modern wardrobe without compromising on style, quality, or intention.
After years immersed in fashion, brand-building, and listening closely to her community, Grace identified a clear gap in the market: pieces that feel elevated and considered, yet wearable every day. Clothing designed to work hard, last longer, and remove decision fatigue - not chase trends.
RAEF exists to answer that need.
The New Direction
RAEF is a modern uniform brand.
Non-seasonal. Purpose-driven. Refined.
Each collection is intentionally curated, focusing on key pieces that serve a role in everyday life - elevated basics with a sporty-luxe edge. Fit, fabric, and function come first. Nothing unnecessary. Nothing over-designed.
This is clothing designed to be worn repeatedly, styled effortlessly, and built into your daily rotation.
Our Philosophy
We believe great style doesnโt need to be complicated.
Raef sits in the space between fast fashion and luxury - offering premium-feeling pieces without unattainable price points. Every garment is designed with longevity in mind, from fabrication and fit through to finish and wearability.
Less noise. Better choices. Stronger foundations.
Designed with Intention
The design process at RAEF is deliberate and considered. Each piece is refined through wear-testing, fabric development,
and fit adjustments to ensure it earns its place in the collection.
Collections are built as wardrobes - not moments - allowing pieces to work together seamlessly across seasons and lifestyles.
Our Promise
At RAEF, quality is non-negotiable.
We design with transparency, intention, and respect for the wearer. Every decision is guided by one simple question: Does this deserve to exist? If the answer isnโt clear, it doesnโt make the cut.
We create what feels necessary - nothing more, nothing less.
The RAEF Woman (and Man)
RAEF is for those who value understated confidence.
For people who want to feel put-together without trying too hard.
For everyday life - school drop-offs, travel days, workdays, weekends, and everything in between.
This is modern dressing, grounded in reality.
Welcome to RAEF
RAEF is an evolution - of personal style, of purpose, and of perspective.
Weโre here to redefine what everyday dressing looks like.
Welcome to your uniform.
