Noelia Montero
Noelia Montero

The idea of creating a sustainable fashion brand is the result of a long experience in a fast fashion multinational. Knowing first-hand the logic of an international fast fashion company, the labour conditions in the producing countries and  the offer of cheap garments for throwaway consumption did not seem viable for our society and our environment.

During my 10 years working for this company, I had three children. Each maternity leave  was a moment of relief and clarity towards the impact of our activity. Going back to my job was increasingly difficult and it was no longer making sense for me. When the company decided to close its offices in Spain,  this was a great opportunity for me to create a brand of my own where I could incorporate my own values.

I focused on learning: design skills, creativity and above all organic fabrics. Learning about fabrics meant understanding, new industrial processeses, circularity,  and eco-design…  I looked for suppliers, social and local workshops and I jumped into the deep end! That was 8 years ago and I’m still very happy to have chosen that way.

100% sustainability does not exist, it is in fact a process of continuous learning and improvement.

However, the most important thing  is to offer collections that people love, clothes that move us to a dream world and pieces that feel good,. The garments, its apparent simplicity, its elegance and the quality of the fabrics impact both the customer and the production process……  Fashion is emotional, and that’s why our aim is to combine style with ecology and ethics.