The future is Europe

Browse shop

Europe is not a district in Brussels

Browse collections


Browse collections


Shop men

The European fashion collection

Shop women

Let's keep in touch!

Subscribe to our newsletter

The EUROPEAN fashion collection

On some items we offer back-ordering, but most items are limited stock.

'EUROPEAN By Choice' is not affiliated with the EU. We do not oppose the EU project, but for us it's about a continental identity. It is after all the continental flag of Europe. The Swiss, Norwegians, Serbians, ... and Brits after Brexit included. The flag is a bold statement of unity and peace, invented after WWII.

Being EUROPEAN is about having a cross-border and open mentality. By wearing 'EUROPEAN By Choice', you are not only making a statement, you are also enabling lots of grassroots EUROPEAN craziness... as we use our profits to promote the EUROPEAN message!

Stay informed and subscribe to our newsletter! We promise not to spam.

* indicates required