Q: Could you tell us a bit about yourself and your role at Aarre?
I'm Laura Silva, one of the owners of Aarre. I'm responsible for the visual world and product design at Aarre. I'm a returnee and currently live in Tampere. I was born in Finland but grew up in Portugal and spent my youth there. I studied design in Portugal, and in 2016, I bought the Aarre brand together with my siblings. Since then, I’ve been creating a brand that allows me to express my own artistic vision and world. I'm a creative soul—I'm into all kinds of art, I paint, and I love photographing with my old film camera.
Q: How did Aarrelabel get started?
The Aarrelabel we know today began in 2016 when my sister and I bought the brand and started developing a new visual concept for Aarre. Aarre was originally founded in 2009 as a children’s clothing brand. Today, we are a joyful, size-inclusive women’s clothing brand. Most of our garments are made in Portugal at our own factory, which is owned by my siblings. My family has been running the factory in Portugal since the 1990s, and that’s where Aarre products are still made. Having our own factory gives us a deep understanding of what sustainable clothing production really requires.
Q: What defines Aarrelabel as a brand? Do you have an iconic product that represents you best?
Aarre is a kind and comfortable brand—even if that’s not always considered “media sexy.” We’re a warm-hearted and positive brand that makes clothing for everyone, in every size. Empathy is needed in today’s world, especially in the textile industry, where people are often treated poorly at different stages of the production chain. We care.
Our iconic pieces include the Owl series of children's clothes—we’ve been making them for over ten years. Beyond that, the Dot and Bubble collections have definitely become icons! The Bubble coat has been produced since 2017 and is still popular.
Q: What inspired Aarrelabel to join the world of resale and circular fashion?
As I mentioned earlier: our understanding of what it takes to make a garment. With our own factory, we see how many resources go into making something new. Our products are high quality, they last, and they can be repaired. We want our items to stay in circulation for as long as possible.
Q: What do you value most in the collaboration between Aarre and Ninyes?
Ease and authenticity. I feel the partnership with Ninyes has been full of genuine dialogue, where we’re truly trying to develop the industry together.
Q: What’s your best tip for selling pre-loved Aarrelabel items?
Iron the garments and take good care of them. A well-maintained item is more valuable and desirable.
Q: What’s your current favorite piece from Aarre’s collection?
Right now, it’s the Bess knit, and I’m eagerly awaiting the Lily dress from our upcoming spring fabrics—it has beautiful embroidery that’s like a necklace. <3 I’m currently obsessed with sea creatures, and yes, the Lily dress features a tiny lobster in the embroidery!
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