If you haven’t yet laid eyes on the happy clothing made by Swiss label L’asticot, then continue reading… And we interviewed Inga Aellen, the co-owner of this brand.
L’asticot is a stand out brand for many reasons: comfort, quality and sustainability being the main ones. Trendy, strong designs and exclusive and original fabrics designed for children age 0 to 8 years old. And when we say Truly timeless in their designs we mean it with L’asticot main principal to make clothing designed to last, because a garment that lasts longer is a garment that protects the earth.
L’asticot’s aw13 collection is bright, we see many contrasting colours and great prints such as penguins and sealions. You can visit their website here.
How would you describe your brand?
Lʼasticot is all about comfort, quality and sustainability, but the designs are strong, the fabrics are exclusive and original, and the cuts are creative and slim fitting. Lying halfway between French classicism and Nordic extravaganza, we distinguish ourselves for our use of only organic raw materials, and especially organic wool that lies at the very heart of its winter collections. Made in Portugal, the clothes and accessories are organic and yet beautiful, practical and yet comfortable and trendy while remaining timeless. They are worn as much by girls as by boys, they grow with them and they are full of tricks to make them last longer (double rows of snaps in bodysuits, longer legs, etc).
What lead you to working with fashion?
When I had my twins I knew I wanted to venture out and open something on my own. So in September 2011 I opened the online store for kids, boutikids.com. Literally a few days later I was contacted by Christie, my partner, who wanted me to introduce l’asticot among Boutikids’ assortment. We met and from there, a few months later, I joined l’asticot as partner. L’asticot was looking for someone with international sales and marketing experience to develop the brand and my profile fit in perfectly. We also found a common language from the start that helped a lot:-)
How do you define your own personal style?
Modern. I like to wear what’s in at the moment but it needs to “suit” me. I will not wear a color or style if it’s not made for me just because we find it in all the magazines.
Who has been your biggest fashion influence?
I don’t have one particular person or designer. I guess I have to say: TV series (such as Sex in the City) and the street:-)
What’s the biggest highlight of your career until now?
Being the co-owner of l’asticot.
What do you find most rewarding, and most challenging about your job?
The most rewarding would be expanding l’asticot into new territories (we just signed a contract with a distributor in South Korea). The most challenging is the same thing all company owners struggle with — cash flow:-).
What is your favourite item from your AW13 collection?
The jacquard purple and grey sweater made out of 100% organic wool. I wish we made it in my size:-)
What do you like and dislike about the fashion industry?
I love the people that I get to work with (retailers, press, bloggers, designers) and the excitement the launch of each collection brings. I also love being able to work with my kids (and kids in general) — e.g. when we organize photo shoots or events. I don’t like the fact the one of 2 busiest periods of the year fall during the summer vacation and that I don’t have a lot of time for my sons then.
