Exclusive Interview With Brand: Summery the Label
An exclusive interview with the founders of Summery the Label. An ethical & sustainable brand from Singapore.
SECTION 1: ABOUT YOU
1. Would you share a bit about yourself and where you’re from?
An Aussie girl living in Singapore with husband, 2 children, and 2 dogs. After working many many years in the healthcare industry I made the decision to create my own range of women’s linen clothing – My mission was to create the perfect capsule collection that was conscious and could be worn for many years to come.
2. How did it all start?
When I first moved to Singapore I had a really small wardrobe, that I had to share with my husband. I didn’t have the space to buy lots of new clothes (nor did I really want ) so I created a collection that could be super versatile that I could wear casually or dress up for a nighttime occasion.
Linen was always my 1st choice of fabric not only do I love linen, but it’s perfect for the Singapore climate and Linen screams summer, which also is a huge love of mine, hence the name “Summery The Label.
3. Was it always the intention to become a sustainable and ethical designer?
Always !! I don’t see it as a choice anymore, all brands should be working towards being a more sustainable brand. I started my first sustainable clothing range back in 2015 (it was a children’s activewear brand, which I later sold ) back in 2015 it was really hard to find products and packaging that were sustainable/eco-friendly that I could use now in 2023 I am happy to see so many sustainable products and materials that I can now incorporate.
4. What was it that first raised your awareness of the issue of fast fashion?
Apart from social media, I noticed my own daughter and her friends shopping at some of the fast fashion chains and the quality of the pieces was bad, she would wear them a few times and then we are left with a piece of clothing that was not wanted. She is now definitely more conscious, She buys only things she loves, items she is going to wear a lot, she spends more on her clothing but it’s better quality and lasts and now she even resells her clothing she doesn’t want anymore or doesn’t fit. And because she chose more consciously to begin with, her items sell because they are still in great condition and she makes some money win-win!!!!
SECTION 2: ABOUT YOUR BRAND
1. Could you tell us more about your label?
Summery The Label creates timeless, modern designs inspired by the natural world and the freedom of travel. We bring you wardrobe essentials in simple, comfortable yet chic silhouettes, all made from luxurious, medium-weight linen.
All of our garments are designed to be trans-seasonal, and able to take you from day to night and be styled in multiple ways. Each piece is ethically-made and consciously designed with lower-impact fabrics.
2. What is the ethos when you design?
Conscious, considered, timeless, effortless, ethical, every day.
2.1 And what defines your style?
Casual, timeless, not following any trends, and always comfortable. Life’s too short to be wearing uncomfortable clothes.
3. What have been some of the biggest challenges for you on this journey?
Doing it solo, sometimes I’d love to share the decision-making with someone else. I feel like I am always making lots of decisions. I do surround myself with like-minded entrepreneurs since joining a women’s mentor group called Launchpad and keeping in touch with these wonderful people has helped.
4. What do you want to achieve personally with your brand?
I would love to see Summery the Label stocked in some stores overseas, I have lots of online clients ordering from Hong Kong and Australia so maybe stockists in those countries.
SECTION 3: YOUR VISION FOR THE FUTURE
1. How would you explain the importance of brands like yours making steps to become more ethical and sustainable to someone who isn’t well-versed in what that means?
Look around, turn on the TV, tune into social media, and see what are overconsumption of everything, including fashion is doing to our planet. There are better options out there and we should all be making changes in our buying habits. Even small changes can make a big difference.
2. For the consumers, what are the easiest ways that we can all be more sustainable in our approach to fashion?
Be more conscious, ask yourself questions “Do I already have that? Do I really need that? Will this last? Can I wear this for years to come?”
3. In your own eyes, how has becoming a sustainable designer changed your life?
My life hasn’t really changed, I have just altered the way I live and work. I do spend a lot more time researching products and materials I use but it’s worth it as the end product is better for it.
4. People say that sustainable fashion is too expensive or too difficult to do. How do you usually respond to that?
Simple ~ Buy Less, Buy Better
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