The brainchild of entrepreneur Keren Or, KNEED was born from a desire to provide women with stylish handbags that catered to their real needs. Keren found herself faced with a dilemma when she gave birth to twins. She was surprised at the lack of functional, chic handbags for women in her place.‘The diaper bags I found were not stylish and those made by the big brands had too many logos on them, and anyway still looked like diaper bags,’ she laughs. ‘I don’t like strong logos, and was not willing to give up on my style and identity as young, sexy woman with motherhood.’

Keren set about designing her own handbags that were beautiful and well-constructed and yet functional, each inspired and named after the diverse, inspiring real women in her life. ‘It started with the realisation that there are many women just like me who favor contemporary classics and chic simplicity over trends. It was clear that I had identified a need – hence the name.’ Most of all, KNEED’s bags are practical, designed for modern women who are as likely to be chairing a business meeting as collecting their kids from school. ‘Women have so many facets to them,’ says Keren, ‘and KNEED bags reflect that.’

“The KNEED woman knows who she is and what she wants. She has the confidence to not blindly follow fashion but instead recognise and treasure excellence.”