Athena Newton: Behind the Brand
Where Did It All Start?
It started with Athena's need for sustainable garments in her own wardrobe. She struggled to find simple, chic, versatile clothing that didn't cost a fortune. Like most of us, she didn't have the means to shop in bulk on a seasonal basis. What she needed was to invest in timeless garments, capable of lasting year-round. To fix this Athena launched her label with the intention of creating sustainable, seasonless investment pieces for women. Her brand encourages and advocates the notion that any woman can own a few timeless pieces without spending a fortune.
How Does Your Clothing Process Work?
Each garment is designed and produced with a classic, no-fuss aesthetic. There is no mass production of garments, instead, a limited stock is created locally, in New York City. That limited stock is then distributed to stores/boutiques around the world and direct to consumers. To reduce waste of materials, money, and time, Athena starts with a small number of pieces for each look. If they work and the clientele likes them, then the production is expanded.
What Inspires Your Designs?
Athena always starts by asking herself if this is something she would want to wear all year round, or at least for most of the year, and then eventually the rest of her life. Is this something she could see herself wearing 30 years from now or proudly passing on? After those questions are answered, designing begins. While designing, she thinks of the form and function of the piece. Things like, which part of the figure should stand out, why am I making this, and can this piece be worn in at least three different ways?
Sustainability:
All pieces are locally produced by a small team that is paid fairly. The materials used to make each piece are from local vendors. For Athena Newton, it's all about quality and no waste consumption, while still looking your best. The concept behind each piece is, seasonless, meaning each piece can be worn year-round. This concept is very important to Athena and is what moves her to continue to create quality, sustainable pieces that last.
Conclusion:
Athena Newton is a brand with a passion to create timeless, seasonless garments with an affordable price tag.
Visit Athena Newton's website here:
Or her Instagram here:
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