MEET THE DESIGNER

Alessandra Acevedo, ECRU

ECRU BY Alessandra Acevedo

We believe in the power of change”, reads the mission statement of Peruvian label Ecru. Named after the color of unbleached fiber, the brand is committed to only using natural fibers. This forms part of Ecru’s main goal: being conscious. As well as making little shifts such as avoiding synthetic materials and replacing artificial coloring for natural dyes, the brand is adopting sustainably minded techniques such as 0% water digital stamping. Each of these techniques help reduce the environmental impact of its designs. Alongside these eco-friendly efforts, Ecru creates jobs for local communities and artisans, who produce handmade garments and are paid fair wages for doing so. These commitments represent the label’s way of creating a bright future for the planet.

"The biggest challenge is for sure competing with the pricing of fast fashion. It’s been a hard journey dealing with costumers really valuing the origin and the process of producing a piece that is sustainable. Our goal is to create pieces that speak for themselves, on trend, cool and with that extra value that means being conscious. Being responsible with our planet should be a major deciding factor when we purchase anything we own."


Alessandra Acevedo, ECRU

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Mini Interview with Alessandra Acevedo

TRUTH, VULNERABILITY, ASCENSION – why these three? 
My passion for fashion began when I was 15 years old and I dreamed of creating and making the pieces in my head a reality. But for many years I invested my time in producing and making the vision of other brands come to life, while watching how the fast fashion industry took over the world. That’s why 3 years ago I decided to create my own brand of conscious fashion, using 100% natural fibers, clean production processes and let people know that you can do fashion in a sustainable and conscious way. That’s how Ecru was born. 

What are the challenges you face when aiming to create sustainable fashion?
The biggest challenge is for sure competing with the pricing of fast fashion. It’s been a hard journey dealing with costumers really valuing the origin and the process of producing a piece that is sustainable. Our goal is to create pieces that speak for themselves, on trend, cool and with that extra value that means being conscious. Being responsible with our planet should be a major deciding factor when we purchase anything we own.

What are the key sustainability elements that ECRU adheres to daily?
The key to our sustainable process is to take care of the whole production process in every piece. From the use of 100% natural materials or recycled materials as well, to fair payment to our manufactures and artisans, everything matters, and everything counts.

What is your dream country to visit?
I know it’s a common one, but I have to say Italy. Like many people I’m especially fascinated by renaissance Italian art, architecture and history. Some of my greatest heros come from around that period of time in that country. I can’t get enough of the history, architecture, food, wine, weather, shoes, and crazy defensive driving. Love the irrelevant speed signs on the autostrada.     

What cause is particularly important for you?
Taking care of our planet.

Describe yourself in a hashtag
#consciousfashion

What is your favorite time of the day? 
Mornings. When I organize my day and take a minute for myself.

Black or white? 
Ecru :)

What is the biggest learning experience you have had?
To follow your gut instincts and always believe in yourself.