The Tibi Effect
What I’ve Learned from the Brand—and How I Shop It Secondhand
I first came across Tibi thanks to Tereza—my occasional personal shopper and forever style instigator.
Tereza has a knack for scouting new, directional brands and isn’t afraid to test them out herself. At some point, she started mentioning Tibi in her Instagram posts and stories.
Everything looked so cool—as usual with Tereza—but also different. Different in a way that felt surprisingly relatable to me. It wasn’t just about trends or silhouettes; it was about attitude. A quick scroll through Tibi’s own account later, and I was hooked.
Have you ever followed a brand so closely that you start imagining entire outfits from each new drop?
That was me with Tibi. I would’ve probably bought half their collection as soon as it hit the website—but the customs duties, taxes, shipping costs, and yes, Tibi prices—were a good regulator of my craving.
Instead of buying, I started learning.
I devoured Tibi’s online style compendium and watched their iconic weekly IG Style Classes, held live every Wednesday at 8 p.m. CET. Sure, they feature the latest arrivals. But if you filter that out, what remains is a crash course in personal style: color theory, proportion play, texture mixing, and—perhaps most importantly—how to dress for the person you are (or want to become).
If you’re new to Tibi or new to their style philosophy and principles, start here and in this order:
- The good ick - this is where all the nuances of Amy’s and Tibi team’s style approach and understanding is deciphered, decoded, decompressed and served on a silver platter - served in a way that gives you tools; that helps you see your wardrobe as a toolbox that you as the creator; the artist can use on a daily basis
- The concept of creative pragmatism
- If Style Classes - And yes! You can easily go all the way back to the first season of Tibi Style Classes from 4 years ago and I promise you, you will be amazed how much there is still to learn.
….are not enough and you are craving more and something more tangible that you can reach for at home, you can always buy and read:
- the Creative Pragmatist book in beautiful, high quality coffee table format. I personally have the first edition and plan to read it again soon
But it is especially the Style Classes that helped me connect the dots between mood and clothing. Why did certain outfits feel right and others wrong? What made a pant modern instead of just basic? And how could I experiment with what I already owned instead of buying more?
1. Don’t chase outfits—build a style.
Instead of dressing for specific occasions or trends, focus on building a style that’s true to you. When you know what you like and what works, you’ll naturally pull pieces together without overthinking. It’s less “
what do I wear to this thing?” and more “what version of me do I want to show today?”
2. Know your three words.
Tibi suggests choosing three adjectives that describe your personal style—like “chill,” “modern,” and “classic.” These words become your north star when shopping or getting dressed. When new pieces align with these adjectives, they're more likely to integrate seamlessly into your existing style. If something doesn’t align with them, it probably won’t stick.
3. Lean into the ‘good ick.’
That slight “is this too weird?” feeling? It might actually mean you’re onto something new. Tibi calls it the good ick—that moment when something feels unfamiliar but exciting. It's a sign you're growing your style, not just repeating what’s safe. (The Good Ick)
By internalizing these lessons, you can build a wardrobe that not only reflects your individuality but also adapts and grows with you over time.
My first actual Tibi item was a secondhand suede jogger in camel, bought from Tereza herself. She offered it to me at a good price, and despite being much more petite than I am, the size S fit me perfectly. That was nearly five years ago, and I still wear it during the colder months. A true keeper.
Back then, the brand was only sporadically available in Europe through Net-a-Porter (incl. The Outnet) and MyTheresa. I decided to try their signature style—the Stella pant. The tropical wool version, best for warmer weather, seemed like a safe start. I ordered a US 6, my typical size, but it arrived too big. Exchanging them for a size 4 was the right decision.
And this is exactly how I step by step learned what my sizes in different Tibi items were. From now on, I could be almost 100% sure that any Stella pant in size 4 would fit me. And so they’ve done. I have since found two different pairs preloved—one in Tibi’s signature nylon material and one in cotton. All in size 4. All a perfect fit.
Next on my wish list were the Sid jeans. I ordered two sizes—28 and 29—and again, 28 was the winner. I made a note on my phone listing the first Tibi items and their sizes so I always had this info at hand.
In the meantime, Anita Hass store in Hamburg—another gem I learned about through Tereza, and later visited when we met for an in-person shopping session—started carrying Tibi both online and in store. By then, Net-a-Porter and MyTheresa had phased it out. So Anita Hass became my go-to European stockist for new pieces… and the hunt continued.
At this point, I was fully immersed. I tuned in religiously to the weekly Tibi Style Class. I rearranged my closet. I experimented. I evolved. I wasn’t just buying into a brand—I was learning a language. And Amy Smilovic?
She’s not just a founder; she’s a style philosopher.
Being exposed so much to the brand, you start to feel like part of the inner circle. That’s intentional—but it also happens quite naturally. I don’t remember exactly how I first stumbled on Tibi.fans, but once I did, it quickly became a regular part of my online browsing.
It started as a Facebook group, then evolved into an Instagram profile and now the Cleowave platform—all founded and managed by Jana. Tibi world is where fans (mostly U.S.-based, but not exclusively) share insights on fit and sizing, flag seasonal sales, and resell their beloved pieces—or their less successful buys.
Communication between buyer and seller still happens mostly on Instagram, but the community is thriving. There are even spontaneous meetups and unofficial gatherings at Tibi events. I personally met with a bunch of amazing women on the day of Tibi’s London event.
I’ve bought a few items through the group—including one jogger that made its way to Denmark all the way from Argentina. I love the pants, but it wasn’t exactly a gold star moment for sustainability.
Two years ago, when I was on my way to a wind industry expo in Calgary, Canada, I decided to take a stopover in New York—mainly to have a chance to visit the Tibi store. Yes, I planned my trip around it. And yes, it was worth it.
These days, I mostly search for Tibi secondhand on Cleowave and Vestiaire Collective. I’ve also used it to sell pieces that no longer serve me. Most of the Tibi listings there are from an earlier era of the brand, but every now and then, a gem appears: a cotton Stella pant here, a belted suit there.
Why does any of this matter? Because learning how to dress is not just about what’s new—it’s about knowing yourself. Tibi has taught me how to read my own style, how to adjust my mood with what I wear, and how to keep refining—without always adding.
And if you’re lucky, you might just find the perfect pant—already broken in, already loved, and ready to be yours.
What are your favorite gems from Tibi?
How has your style evolved thanks to the brand?
Do you ever look for it 2nd hand?
With love,
Ewelina
P.S. Thank you for inspiring me to write this post. I hope you find it helpful and useful.
Great piece! I also followed Tibi and Amy frequently for half a year or so. The good-icks were very interesting and I learnt a lot of new to me things that I maybe unconsciously already knew, but it was great to get it in words. However, after I while I found myself offended by Amy's way of saying that something was good of bad and when she promised in advance that something would be good. I felt that I want to decide myself if something (like a style class) is good or not. I also felt that all those women bying the Tibi items were quite looking the same to me. I decided to quit following the style classes and I didn't miss them. I only own a pair of coincidently secondhand plaid boots from Tibi and can't give my opinion about the clothing otherwise than that the brand, to me, feels interesting and creative but higly overpriced...
Thank you for responding to my request! It was so much fun to read about your journey into the Tibi world. The Stella pants looks amazing, so I easily understand why they are your favourite. Which of the lessons about styling would you say influenced the way you dress the most?
I'm slowly getting into the style classes and there are lots of interesting concepts - some that works for me and others that don't, and that's completely fine.
Hope you enjoying the Faroe Islands.