Behind the Brand: Aeloo

 Read behind the scenes of this rising sustainable brand, Aeloo:

1. What does Aeloo do to be sustainable and ethical?

Aeloo’s ethos is modern and eco-conscious fashion, taking a stand in an industry often driven by excess and disposability. We look to transform the fashion business model by proving that a sustainable business operated with integrity and a commitment to the art of craftsmanship, is not only ethical but efficient and capable of growth. 

Adamant to keep the majority of its operations within the states, Aeloo champions a made-to-order approach that aligns with our dedication to minimizing waste and delivering pieces of exceptional quality. Our Sustainable Strategies create jobs and offer fair wages, flexible hours, and a safe work environment while supporting equal opportunity. Supply-chain issues have very little impact and with the ever-changing market climate, we can respond and adapt quickly and efficiently.

Aeloo designs timeless pieces by finding the balance between innovative and classic, traditional and modern construction. Working with natural fabrications is a dream come true as these are exquisite, breathable, and durable qualities. The beautiful rugged texture of our Linen/Ramie contrasts our feminine silhouettes and its medium body weight allows it to move with you. The best part is you can throw it in the washer. We consciously design garments with low impact that can remain in your closet for years to come.

As a consumer goods brand, we proudly purchase materials such as eco-friendly packaging, cotton labels, pattern paper, sewing tools, and materials from domestic businesses. Along with recycling, we repurpose the majority of scraps and paper used in-house. Building a community by partnering up with other domestic businesses and small local enterprises is fundamental to our business model.

Our mission extends beyond the creation of beautiful garments. We believe that sustainability is about more than just the environment. It's also about creating a fair and equitable fashion industry. We seek to redefine the path for the fashion industry, urging companies, communities, and individuals to reassess and reinforce their commitment to sustainability. 

Ruched Mini Dress

2. What Inspires the Designs for Each Piece of Clothing?

The genesis of Aeloo's eco-conscious collection can be traced back to years of thoughtful creation, with our muse being none other than Mother Nature herself - more specifically, the ethereal beauty of the Ocean.

In one instance, submerged approximately twenty feet under the crystal-clear waters, I was gently swayed by the rhythmic motions of the ocean. As I cast my gaze upwards, I found myself spellbound by the mesmerizing spectacle of the waves above. They rolled and crashed, casting shimmering silver reflections, much like fabric unfurling in the wind. This panoramic vista was awe-inspiring, unlike anything I had experienced before during my diving expeditions. This moment, frozen in time in Cozumel, Mexico, in 2016, carved a lasting impression on me, which I've sought to capture and convey in Aeloo's designs.

The unique construction of our garments, with seams gracefully enveloping the body and an inherent asymmetry, draws inspiration from the undulating waves of the ocean - their fluid shapes, devoid of straight lines. The circular ruffles incorporated into our designs aim to mimic the perpetual motion of the waves, capturing their playful and feminine spirit. As you move in our garments, you'll notice how the fabric comes to life, mirroring the ever-moving, ever-changing nature of the ocean. This, in essence, is what inspires each piece in Aeloo's collection.

Swirl Dress with Ruffles

3. How Does Aeloo's Clothing Production Process Work?

At Aeloo, all garments are made-to-order, ensuring excellent fit while minimizing waste in the production process.

Upon receiving an order, the team at Aeloo initiates the construction process by compiling patterns, goods, and trims, while offering a 48-hour cancellation window to ease the shopper's experience as we understand each purchase is an investment. Our team then meticulously prepares fabric and lining goods, and reviews 'pattern' or blueprint, for which the whole team coordinates our efforts around. The cutting process begins and then both the Designer and Seamstress begin the careful process of precision and craftsmanship; making sure every piece fits together beautifully and specs align with the pattern. All finishing techniques and hand-work are then completed. The last step is to press and steam the garment to give it a crisp, fresh finish, and then perform a thorough quality check. Only when it passes with flying colors, do we fold it gently and place it in our sustainable packaging to be shipped to the lucky customer.

Every single piece from Aeloo comes to you not just as a garment, but as a story of patience, skill, and high-quality craftsmanship.

4. How Did Aeloo Get Started?

AELOO was brought to life by its founder, Monica Valderrama, who spent over 14 years honing her craft in the fashion industry as a designer, working for both boutique labels and corporate entities. From a tender age, Monica's enthusiasm for the arts, specifically for designing clothes, was remarkably evident. A series of fashion internships and an apprenticeship in patternmaking opened the doors to her first job as an assistant, a role that she embraced with a passion that made her anticipate each new project eagerly.

However, as her career advanced, Monica found herself increasingly detached from the hands-on creative process she adored, confined behind a computer screen. The industry was rapidly shifting, with production being outsourced to overseas factories and the artistic development process being replaced by tech pack reports for these facilities. The pace was relentless, the industry’s wasteful practices growing. High-end labels that once prided themselves on avoiding 'Made in China' labels, started succumbing to outsourcing to increase profits. The excessive production and resultant burnout started to take a toll.

In response to the mounting excess, Monica's vision for AELOO was conceived - a sustainable fashion label dedicated to creating innovative designs while maintaining a delicate balance with Mother Earth, minimizing waste wherever possible. Despite the challenges faced in the industry, Monica's passion for design remained unquenchable, prompting her to launch AELOO.

Equipped with her gathered patterns, machines, fabrics, and the knowledge to perform every task herself, Monica brought her long-cherished mission to life.
“It was always my dream”, says Monica, "bringing beauty to this world is what every artist hopes for, but now it has become a mission. Quality over quantity has been my ethos since an early age. Mending, and altering my clothes in order to keep them for as long as possible. We want to use our platform to inspire others to shop sustainably and to care for their clothes. One day I want to pass on my favorite dress to my daughter and I hope I can teach her to cherish it like I did."

Maxi Dress with Adjustable Side Opening

Picture of the Founder and Designer

Check out and follow Aeloo on Instagram - @aeloostudio

WELCOME15 for 15% off your Aeloo purchase

See how I styled their Empire Waist Dress in Pale Lavender - @inthelifeofgray