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Feel the love – Theo the Label brings an affordable spin to the ethical fashion market Feel the love – Theo the Label brings an affordable spin to the ethical fashion market Feel the love – Theo the Label brings an affordable spin to the ethical fashion market

Feel the love – Theo the Label brings an affordable spin to the ethical fashion market

More and more consumers are wising up to the fact that the fast fashion industry is problematic, which is a great realisation – but we still haven’t quite reached the stage where ethical threads are the norm. The fact that this market is still young comes with some challenges – there isn’t as much choice, the costs are quite high and a lot of styles tend to cross over without much variation. In her own journey towards more sustainable habits, Esther Kirwan recognised these shortcomings and founded Theo the Label – a project to reflect her own ethics blended with creative freedom.


If you want something done right, do it yourself – it’s an age-old sentiment that rings true for a reason, and is especially the case with Theo. For Esther, her slow fashion journey began after she watched documentary China Blue – after being exposed to the grim nature of the fashion industry at large, she made an immediate effort to shop her own values. During her search for labels that did things the right way, she couldn’t really find anything that she loved – so she started Theo. The label is an ethical, affordable and timeless treasure trove of well-made basics that won’t break the bank – because for most of us, shelling out in upwards of $100 for a plain t-shirt stings just a little bit.

The design and manufacturing processes for Theo are totally transparent. Esther has conceptualised a killer range of wardrobe staples for both men and women, which are then made by three amazing families in Indonesia. Limited runs of designs and keeping things tight allow Esther to maintain strong relationships with her producers, not to mention the essential elements of fair pay and safe working conditions. The team making Theo clothes is a far cry from a factory line – these are real families given a chance to thrive. As for fabrics, Esther goes to a huge effort to source natural fibres, favouring certified organics above all else – so the clothes feel physically amazing, too.

Want to adorn yourself in feel-good threads that actually feel good? You can shop the full range of Theo the Label through the brand’s online store, and the legends will be popping up at the next Autumn/Winter edition of the Finders Keepers market from June 21–23.



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