8 brands improving ancient fashion heritage

Flax is getting its flowers. For the global red carpet release of his latest thriller Bullet train, Brad Pitt rocked linen suits, shirts and skirts. Yes, dresses. Cate Blanchett’s Unbleached Linens Sees Critics’ Choice Awards Vogue Headlines. Flax is naturally thermo-regulating, antistatic, hypoallergenic, antibacterial, ultraviolet-resistant and biodegradable. Without flax, there would now be a multi-million race of startups to invent. In the year By 2022, the apparel market share of linen has crossed the 60% mark and is expected to grow at a healthy 5.5% CAGR over the next five years. Meanwhile, the bedroom linens segment alone is set to become a $40 billion “niche” by 2028. Othello by william shakespeare to Gucci linen by Blackbear featuring 2 Chainz.

Linen is a rising star in fashion and lifestyle. Last summer, the European Linen and Hemp Confederation organized the first Linen Day Paris, an event dedicated solely to celebrating heritage and the future of this textile. The dyed flax fibers of Dzuzuana (found in the Caucasus in Georgia) are estimated to be 34,000 years old. After the flax plant spread throughout Europe thanks to ancient Ottoman, Greek and Roman traders, the mild Baltic climate proved to be very beneficial for its commercial cultivation.

One of the oldest countries in the world, Lithuania has been a pioneer of fine linen since the 16th century. Here linen is part of a legend, a family heirloom. And Daily life. As a crop, it does not require pesticides or fungicides to thrive in humid environments. As a textile, it gives more creative freedom to skilled artisans. Here are eight Lithuanian linens worth getting up close and personal.

They are flowers

This brand was founded by sisters Indre and Vaida who still passionately believe in fairy tales. of Slow fashion The product line includes their signature Peter Pan collar dresses and other traditional-chic looks. All garments are made from Oeko-Tex®100 certified fabric and stone-washed before they go to their new homes in plastic-free packaging. The proud all-women team is making eco-dreams a reality, one outfit at a time.

Linen tales

Founder Boris Simulevich used to hold open house events at the salon to show his friends their next-level capabilities. Colored Linen. Today, the entire European Flax® certified product line covers the entire home and wardrobe. The shop in the heart of Vilnius is a must-see destination for a selection of carefully selected homewares from other small-batch producers, such as a hotspot cafe (try one of his favorite Lithuanian delicacies).

Epic Lin

Fourth generation linen artisans Eva and Mindaugas continue the tradition of producing linen goods and clothing. Their grandparents instilled the business with a wonderful hand-crafting ethic, believing that textiles can transmit the power of those who treat them with love. Today, the concept of production Slow living It reminds us that with the right tools and attitudes, housework can be surprisingly performed as a healthy ritual.

Luel

There aren’t many parent-child combinations in the fashion industry. Designer Jelena Vainorenand and her daughter Sandra Mokut (doctorate candidate in fashion culture) combine their practical knowledge and theoretical knowledge to innovate outside the never-ending cycle of style trends. With beach boutiques in Palanga (Lithuania) and Jurmala (Latvia), the brand is catering to a limited following among Baltic resort enthusiasts.

Flax Fox

Twenty fashion artisans (and one very cute dog) make clothes for “days of the good life” under one roof. While the setup may seem tailor-made for reality television, it is It works Specializing in specially designed linen garments for this brand. Persistent Here is a concept that applies not only to the product, but also to the shopping experience. A true collaborative spirit, mixing with linen-wool and introducing new color schemes inspires creativity.

Not perfect linen.

If you keep ironing, you’re missing the point. This family-run business preaches the gospel of beautifully imperfect linen. A Lithuanian brand with one of the largest social media networks runs an initiative that allows people with low disposable income to compete for high prices at low prices: “Likes.” It’s an innovative way to educate prospective customers and promote democratized access. High quality sustainable fashion.

bear bear

Designer Laurina Tamoshaitte got tired of running around on a few hours of sleep and launched a loungewear line with a fun vibe to encourage busy bodies to get some quality rest. The 2022 Etsy Design Award winner is elevating the pajama game by matching and matching sleep-deprived customers around the world with mix-and-match tops and bottoms and the best sleep tips.

On clothes

The girl met a boy. Together, Paulius and Simona redefined linen fashion. Is it a personal business, a community art project, or a family diary? All of the above from 2012 “It’s what we wear!” More than a cheeky slogan, this is OffOn’s entrepreneurial philosophy. All orders are custom made right down to your name so they become part of your family history and brand legacy as you wear them. to be continued.

Linen care instructions

“Linen for spring? jokes Daniela Figliomeni, a textile sourcing consultant who works on eco-friendly emerging brands and consumer education programs. “Beautiful and breezy, it’s a classic combination for warmer climates. Plus, linen is a natural fiber that doesn’t require harsh chemicals for its production, which appeals to environmentally conscious fashionistas.” Figliomeni recommends machine washing on a gentle cycle with cold water and tumble drying because linen fibers shrink at high temperatures.

For a luxury soap alternative, consider the vegan yuzu powered line from Tangent GS, another sustainable Scandinavian beauty and home care line. When it comes to drying, instead of wringing the garment, gently roll it in a towel to remove excess moisture before hanging it to air dry. Steaming is preferred over iron as it softens the fabric to its original state to release the wrinkles. “When in doubt, remember that a little goes a long way in linen care.”