Who is ALAS?
Kelly Elkin, and Betony Dircks. We met in 2004 on the first day of our Bachelor of Fine Arts degree, and immediately connected over our mutual love for bright colours and prints. It went deeper than this however, and we soon realized we also shared a staunch commitment to our environment and the people who live in it. It seemed only natural that with our core values aligned, we would continue to work together for what has now been 10 years (and counting!).
Since our humble beginnings in 2011, ALAS has built a reputation around the world for our well designed, high quality, sustainably produced sleepwear. All ALAS prints are created by us and guest designers we love, with each clothing item made from seed to cloth in India under fair trade standards.
We now have a resume of well-regarded boutiques internationally and online such as GOOP, Shopbop, and we’re pretty chuffed to count Tavi Gevinson, Gwyneth Paltrow and Sophie Lowe as fans of our sleepwear and pyjama collections.
We have been passionate advocates for sustainability and ethical clothing production practices our whole lives, and as we see the community grow, we feel excited and privileged to be a part of this important movement.
ALAS // All Light, All Shadow.
The concept of light and shadow forms the basis of everything we do, from our design aesthetic to our supply chain. The philosophy of our Australian fashion brand is to shine a light on our manufacturing practices, following each piece from organically grown seed, to the cloth that’s made into garments under fair practices in India.
Knowing that our range is safe and gentle for everyone from the grower to the wearer gives us peace of mind.
ALAS: Organic. Ethical. Sustainable.
As designers, creatives and humans living in a world of increasing scarcity, responsible manufacturing practices are fundamentally important. Considering who makes our products, under what conditions, and how these practices affect our planet are questions that we had to answer, so it was a non-negotiable to make sure ALAS did so from the beginning.
We are constantly searching for ways to reduce our impact on the environment through our processes and selection of materials, which continues to be an exciting and challenging journey.
We also believe that consumers have the right to know where and how their clothing is produced. Because of this, we are committed to providing complete transparency across our entire production and supply line, so that our customers can buy with a clear conscience - there’s no reason why we shouldn’t look good and feel good about our choices too!
Our sleepwear is made in India where the cotton is also grown, spun, woven and dyed. All of our garments are constructed with GOTS (Global Organic Textile Standard) certified organic cotton, or recycled PET polyester, in fair labour, sweatshop-free factories. We visit our producers regularly to maintain strong relationships and trust between all parties. We love the personal bonds we have with our team in India, and it’s a joy to be a part of their journey, and them ours.
To learn more about our factories and makers visit our Ethical Producers page.
For the nitty gritty about our fabric and textiles, visit our Sustainable Textiles page.