About icecoolfashion.com

Founded in London in the 1980s, Paulo Due began as a fashion denim label, gaining recognition for its quality craftsmanship, distinctive styling and commitment to creating clothing that women loved to wear. Designed and produced in London, the brand built a loyal following through independent retailers and high street stockists across the UK.

As fashion evolved, so did Paulo Due. While staying true to its roots in quality and fit, the brand expanded beyond denim to offer a wider range of womenswear, combining timeless style with modern trends. Over the years, Paulo Due became known for creating flattering, wearable fashion that women could rely on season after season.

In 2006, Icecoolfashion embraced the growing world of online retail and began focusing on bringing quality fashion directly to customers through e-commerce. This shift allowed us to reach women across the UK and beyond, while continuing to offer the same dedication to quality, value and customer service that had defined the business for decades.

Today, Paulo Due is proudly part of the Icecoolfashion family. While retail has changed dramatically over the years, our philosophy remains the same: to create stylish, comfortable and affordable womenswear that helps women feel confident every day.

Our collections include everything from everyday essentials and casual wear to occasion pieces, tailoring, denim and seasonal fashion. Every product is carefully selected with a focus on fit, quality fabrics and timeless design, ensuring our customers can build a wardrobe they love and return to year after year.

As an independent British fashion business, we are proud of our heritage and grateful to the thousands of customers who have supported us throughout our journey. From our beginnings on the high street to becoming a trusted online retailer, we remain committed to providing great fashion, excellent value and a shopping experience our customers can trust.

Thank you for being part of the Paulo Due story.

40+ Years of Fashion Heritage
Online Since 2006
Trusted by Thousands of Customers Across the UK