LOL was founded by three friends in 2014 in Istanbul, Turkey, one of the world's most dynamic cities.

Beliz Mercan, Merve Aslan and Zeynep Aslan have drawn inspiration from the energy of this vibrant metropolis, which they were born and raised in, to create a high-quality luxury casual wear brand tailored for the needs of strong urban women.

The focus of each product is a blend of comfort, style and versatility, an echo of the Istanbul attitude.

Home ot state-of-art production plants, the city also caters to some of the most renowned brands of the world, and means that LOL is able to source and produce collections locally embracing a responsible approach to fashion, without sacrificing on quality.
Each partner also brings a unique perspective to the brand, and the synthesis is reflected in final product.

Beliz studied design at London's Instituto Marangoni and her unique vision permeates the collection. Merve spent years working in the financial sector and draws on this experience to help the company grow. Zeynep is in charge of production and branding, and is instrumental in delivering the product to market.

LOL's flagship Istanbul store in in Etiler, an upscale neighborhood bordering the city's business district. Locally, the brand is sold exclusively ni Beymen - the nation's premier department store - and has already shipped products to customers in over 50 countries via its online store.

Thanks to this strong and growing international interest, LOL is now looking to venture more aggressively abroad.