Each week I celebrate a brand committed to implementing practices that won’t cost the earth whilst still delivering beautiful, timeless pieces. This week I chat with the founders of new kid on the block, Albaray.
The brainchild of ex Warehouse trio Paula Stewart, Karen Peacock and Kirstie Di Stazi – Albaray was born in April this year and cleverly delivers up a recipe of clothing we all love; considered style that is both wearable and deliciously affordable.
When so many of our beloved brands have disappeared from the high street, it’s refreshing to see new labels, created by women, that are focused on offering up smaller, more curated collections that deliver chic choices as well as ticking all the sustainability boxes. If you’re looking for the perfect summer dress, look no further – if you’re up for test driving a jumpsuit for the first time, try one of these. From the upcycled fabrics to the most gorgeous prints, Albaray is nailing it all in the most modern and responsible fashion.
Three words that sum up the brand?
Modern, versatile, sustainable
What does ‘sustainable fashion’ mean to you?
For us it’s about challenging everything we do to lessen the impact on the planet and ensuring the people involved in the entire process of creating and selling our clothes are treated fairly and respectfully.
What sustainable, eco-conscious processes does Albaray have in place?
Sustainability is ‘baked in’ to our brand. We all felt strongly that launching a new label in 2021 without considering sustainability was not an option. We had the opportunity to start something from scratch and that means we consider every garment and our practices to make them as sustainable as possible. Fabrics are a big focus as the impact of fibre production and garment processing contribute to around 70% of the fashion industries’ carbon emissions.
Every garment in the Albaray collection contains sustainable fibres. ECOVERO™ viscose, Organic cotton and dead stock fabrics are our most used to date.
We work with a small group of known and trusted factories which are audited for ethical standards. In addition, we have developed labels and packaging that use recycled materials and can then be recycled.
Any brand highlights?
We have been blown away by the positive response we have had from customers and have particularly enjoyed seeing women wearing and posting our dresses on social media. It really is a ‘pinch me’ moment when you see someone wearing your clothes.
What is your bestselling product?
The yellow spot dress made from ECOVERO™ viscose was an instant success and our gingham collection has sold like hotcakes, made from deadstock fabric so they come in limited quantities. We had a waiting list for the second delivery of the dress.
Shelly’s favourite pieces:
I fell in love with this black cutwork dress the moment I set eyes on it. The gently ballooned sleeves, full skirt and nipped-in waist are not only super flattering but timeless.