We caught up with the brilliant and insightful Monica Valderrama a few weeks ago and have shared our conversation below.
Hi Monica, thanks for joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?
Our mission is to redefine the path for the fashion industry. We believe that sustainability is not just about using recycled materials or reducing waste. It’s also about creating timeless garments that are made to last. We want our customers to be able to wear our clothes for years to come, without worrying about them falling apart or going out of style.
That’s why we pay our employees fair wages and offer them flexible hours. We also support equal opportunity, and we believe that everyone should have the opportunity to work in the fashion industry, regardless of their background or circumstances.
We seek to redefine the path for the fashion industry, urging companies, communities, and individuals to reassess and reinforce their commitment to sustainability. At Aeloo, our pledge is to our planet, to Mother Earth, to future generations, and to a brighter tomorrow. Our contribution to fashion is not just about clothes – it’s about crafting a sustainable future, one garment at a time.
AELOO was brought to life by its founder Monica Valderrama, after a 14-year journey in the fashion industry, she felt herself distanced from the hands-on creativity that initially drew her to the field. She saw a swift industry shift, with production increasingly outsourced and the industry’s wasteful practices amplified. In response, AELOO, a sustainable fashion label with a dual mission: to innovate designs and to minimize waste in an industry known for its excess.
Monica’s passion for design did not waver despite the industry’s challenges. She used her knowledge and resources, collected over the years, to bring her vision to life. Using her patterns, machines, fabrics, and know-how, Monica embarked on her long-dreamed mission with AELOO.
Monica, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Monica Valderrama, 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. These companies became comfortable with wasteful production due to convenience.
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, she wanted to preserve the hands-on creative process, 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, altering my clothes in order to keep it 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.”
Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.
AELOO doesn’t outsource production, all garments are made-to-order, ensuring excellent fit while minimizing waste in the production process.
Upon receiving an order, the AELOO team initiates the construction process by compiling patterns, goods and trims, while offering a 48-hour cancellation window to ease the shoppers experience as we understand each purchase is an investment. Our team then meticulously prepares fabric and lining goods, reviews pattern and coordinates construction details accordingly. Cutting process begins and then both Designer and Seamstress begin the careful process of precision and craftsmanship; making sure every piece fits together beautifully and specs align with pattern. All finishing techniques and hand-work is 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, we fold gently and place 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.
Do you have any insights you can share related to maintaining high team morale?
We seek to create a community and our employees and their well being are essential to our small operation. Ethical practices are at the forefront of our believes and company philosophy. Part of our mission is to create jobs, offer fair wages, flexible hours and a safe work environment while supporting equal opportunity. Treat others like you would like to be treated is our mantra, which we practice daily. Keeping all lines of communication open makes them feel like they have a voice and taking the time to listen helps build a positive environment for everyone.
Contact Info:
- Website: https://www.aeloostudio.com/
- Instagram: https://www.instagram.com
- Facebook: https://www.facebook.com/Aeloostudio
Image Credits
Images 1 and 2 Photographer @venuastudios Images 3-8 Photographer @luxephotoz Stylist @dpstyledme