In Conversation with the Founder of She’s Linen

We are honored to have been included in a beautiful selection of local brands in ELLE’s Romania April 2021 Green Issue. Delia Brad, the founder of She’s Linen, has answered ELLE’s questions, which are shared with you below. Interview by Gabriela Piturlea. Photography by Denisa Coman.

How did the brand idea come about, and what are the principles behind it?

D.B.: In some ways, this brand's story parallels my personal growth. The short version is that I have been working for 14 years in the system we now call Fast Fashion, and with each year that passed, I felt like I was losing some of my joy and motivation.

I stepped into this field very naive and enthusiastic, and I gradually discovered its irresponsible, very unflattering side: the terrible waste, out-of-control pollution, child exploitation, and subhuman working conditions of millions of workers... This system's social and environmental impact, which we have all helped build in one way or another, is overwhelming.

I was working a lot - anyone who knows the field can confirm the crazy pace and the pressure under which people work to feed the endless hunger for "new" - and, at the same time, I realized I was moving forward out of inertia, without enjoying or believing in what I was doing anymore. One day, I got the courage to leave. A period of searching followed, and, for a while, I even thought I would never want to hear the word 'Fashion' again. I traveled far and tried to look around and within more carefully. One phrase always came to my mind: "If you don't like something, change it." I realize it sounds cliche, but that's how the brand idea came up, and I knew from the beginning that I wanted it to remind people of simple, natural, healthy things. At the same time, encourage them to look more carefully at the stories behind the objects they choose to buy.

We've only recently started to talk about the harmful effects of the fashion industry and to look at the label. What changes do you hope to contribute to through She's Linen?

D.B.: One of the reasons why people make the wrong choices is that they do not see the big picture and do not realize the implications of their own decisions. Therefore, I think it is essential to have a public conversation about the negative impact of fashion, the need to change things, the existing alternatives, and how each of us can contribute.

I think we need to generate as many contexts as possible in which people can learn the truth about this industry and their role in the system. From the beginning, I imagined She's Linen as a sort of platform for discussing these topics. As a brand, we strive to adopt responsible practices, reducing our negative impact as much as possible. We show people how we do things and why, hoping they will feel inspired. We intend for She's Linen to be an invitation to reflect, learn, and improve together.

Have you adopted any new consumer behavior this pandemic year? Has anything changed in how you relate to your wardrobe?

D.B.: This pandemic calm has created the proper context for bringing my grandparents' garden back to life; so much of last year, we ate vegetables from our own harvest and will try to make this a long-term habit in the family.

As for my wardrobe, it has changed significantly in recent years, in the sense that it has become simpler. I adopted that idea of a uniform, meaning I have selected a few pieces that flatter me and make me feel at ease, diversifying through variations in texture and color. I believe in an airy wardrobe consisting of quality, carefully chosen pieces that truly represent you and that you love wearing. This implies they will be kept longer, reducing fashion consumption's negative impact.

What do you plan to focus on this year?

D.B.: After a complex 2020 and with an unpredictable 2021 ahead, simply remaining present and consolidating our achievements thus far is an accomplishment in itself.

Beyond that, however, there are some aspects that we aim to improve: Currently, our entire collection is made of a single linen fabric item, a practice by which we, as a small brand, can ensure transparency in the entire supply chain. This approach allows us to work directly with the linen producer and know exactly where and how the fibers are farmed and the fabric is woven. From the seeds to the last stage of its finishing, our linen is made in Europe through responsible practices, and it is, I dare say, of the highest quality. But we would like to be able to gradually include more items in the collection, including Romanian linen, if possible.

On the other hand, a significant challenge is waste management, for which we have not yet found a satisfactory solution. At She's Linen, we have chosen to produce mostly to order, therefore reducing waste as much as possible. But we would love to find a sustainable solution to this problem, ideally through upcycling in collaboration with artisans or young designers in the area. We are open to collaborations, and we invite anyone with ideas or suggestions in this regard to contact us at hello@sheslinen.com.

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