by CLEMENTINE MOCKETT
We meet the makers behind the incredible brands, artists and artisans as part of our Brands In Residence edit at LOVE BRAND & Co. curated by Rose Tomalin. We sat down with Isabella Brodén, founder of Oramai, to discuss her departure from the commercial fashion industry to begin her own fight against fast fashion.
Oramai is the epitome of elegance with a laid-back feel to it. Their products are made of organic Belgian linen that as Isabella describes is “pesticide free and produced whilst protecting the farmers, factory workers and ultimately the end customer”. Oramai, that translates to ‘by now’ in Italian, is a luxury label that brings a timeless and clean aesthetic with sustainability at the heart of everything they do. All products are designed in their North London studio and are made from flax, one of the most sustainable raw materials in the world. They are then produced in a carbon neutral factory within a 1km radius from the origin of the flax plant, therefore reducing their carbon footprint. We absolutely love that Oramai makes the buttons on their products from the corozo nut, which is something that we are also proud to be doing at LOVE BRAND & Co. The corozo nut is a 100% natural product that does not use any harmful chemical processes and operates in an environment that is highly sustainable.
After 5 years working as a graphic designer for some of the biggest publications and fashion brands, Isabella Brodén wanted to work to make the fashion industry more sustainable. She explains that she asked herself, “how can my personal values be aligned to those of the fashion industry?” which prompted her to start Oramai in 2018. Not long after, Isabella launched The Sustainable Pop-Up, a carefully curated multi-brand concept store that brings together different brands that share Oramai’s ethical ethos.
If you’re a fan of LOVE BRAND & Co. you will know that we love relaxed linen, whether it’s in the form of our Abaco Shirts or Oramai’s gorgeous dresses and cool trousers and tops. Isabella tells us that she had a vision of “reinventing and innovating linen, and making it an everyday essential in the modern woman’s wardrobe”. Our top pick from our selection of Oramai pieces are the Ibiza Trousers, a holiday essential for those laid-back, cooler evenings.
Shop our Brands In Residence edit featuring Oramai online here and at 5 Park Walk, SW10 0AJ.