FK chat to Betony from new Sydney based sleepwear label, ALAS
Can you introduce your brand new label to our readers.
After seeing a niche for beautiful sleepwear made ethically, ALAS offers comfort with a conscience without compromising good design. Our debut collection, entitled “Summer Sirocco” is inspired by memories of our last Moroccan holiday. Pomegranates for breakfast, colours woven into carpets, faded tiles smiling in symmetry. The range features a luscious palette of Mint, Watermelon and Indigo and the unique prints reflect long days by the Atlantic sea, balmy nights and traveller’s tales swept up by the sirocco winds.
ALAS sleepwear is made in India where the cotton is also grown, spun, woven and dyed. With fair trade accreditation, we can be sure that there are no children working and factory employees are treated fairly. All ALAS garments are constructed with 100% certified organic cotton which has been farmed without dangerous chemicals, pesticides and fertilisers. All packaging, swing tags and business cards are recycled and recyclable.
What are your backgrounds and what inspired you to start ALAS?
Kelly and I met on our first day of university – we studied Fashion design at QUT, Brisbane. Three years later we combined forces to collaborate on our final collection – a colourful range of dresses, tees and screenprinted leggings- all created using eco fabrics such as bamboo, organic cotton and hemp blends. The collection then evolved into a small label called Two Beat Tremble. Two collections under our belt we decided to pause the label and go overseas. A year and a half was spent travelling, and living and working in London where we both designed for a vintage re-made label called My Only One that was stocked in Topshop. Upon our return to the home turf we happened to notice a lack of nice, organic sleepwear in Australia – and decided to fill that gap!
What do you love about having your own label and what have learnt along the way?
Having our own label is a very rewarding experience. We are constantly learning new things. It is definitely a bonus being in a partnership with Kelly – we can bounce ideas off each other and have a bit of fun amidst all the hard work. I think one of the most important things we have learnt is to never be afraid to ask questions. We are constantly on the phone to friends, mentors and people in the industry… asking for tips and advice!
Why did you choose to gain fair trade accreditation for your label, and how important is this to you?
It is of very high importance to us as designers to know where our materials are coming from, and who our garments are made by. We believe in transparency in the supply chain. It is difficult for small labels to achieve this but we will always strive to treat everyone with respect. We hope that our actions will make an imprint on our customers, who will in turn become more conscientious consumers.
Where do you get inspiration for ALAS?
Songs lyrics sung loudly on road trips, the creatures that live under the ocean… and in the mountains and forests and everywhere, the milky way (celestial, not chocolate), our funny friends, old and faded National Geographic, the curious shapes of fruits and vegetables, weird colour combinations. This list could go on forever, actually!
Where would you like to see your label grow to, and what new plans do you have for the label?
We would like to expand the label in the near future to include men’s, kids and babies pyjamas, and possibly a ‘luxe’ line with fancy fabrics such as silk and merino blends. We would also like ALAS to be stocked internationally, so people all over the world can sleep with smiles on their faces!
