When you lock up an unconventional “baby boomer” and a “millennial” in a house for three months, sparks fly. Luckily, in one of these sparks, my post-war dressmaker mother enlightened us, and we decided to start Deleitewear, an eco-friendly fashion project. We were finally able to toast!
The founders are Laura and me; my daughter and I. Laura is a fashion designer, and I was born between seams. Laura’s grandmother was a tailoring teacher in Valladolid. She was a prestigious creative. When I was in my 20s, like Laura is now, we decided to create an atelier.
With the enthusiasm of those who believe in their dreams, we went to Barcelona to investigate. The city was known for being a pioneer in tailoring workshops. It was the late 80s, and our dream quickly faded. The managers of the workshops advised us, with sadness in their eyes, to let go of the idea. Their businesses were in decline because clothes were arriving from Asia at inimitable costs.
True! We started seeing clothes in stores cheaper than fabrics. I remember my mother looking at the clothes and saying: “Poor thing, what a misery they must have paid the Chinese lady who made this dress. With all the stitches that it has!” Obviously, it was a business model impossible to replicate. So I decided to focus on studying Economics and Business, and my mother continued with her tailoring academy in Valladolid. We abandoned our idea of being entrepreneurs, and I dedicated my professional career to another sector. Without being aware, I was at the beginning of “fast fashion”. But nobody was calling it like that back then, of course.
I ended up in Madrid working in a big company and in my free time, I joined a volunteer program where I helped prostituted drug addicts so that they would gain strength and rediscover their self-esteem and their dignity. There we went, my first friend from Madrid, Bibi, and me, with my eyes wide open. Every week we went to the Mesón de Paredes apartment, full of women with stories that gave you the chills. The apartment was managed by APRAMP, an association that rescues girls and women from the white slavery traffic. It was a vital experience that we will always remember. We collaborated with them until I got pregnant. In those days, the risk of AIDS was high, so I decided to be careful for my Laurita. My Laura, who at the age of 6 months was already playing with the measuring band.
24 years later, Laura, who was born in the middle of fast fashion, has inherited her grandmother’s creativity. Also, as a designer and textile researcher, she feels responsible for making sustainable fashion because the planet can’t afford to spend more resources on fast fashion. Laura has worked in London, Berlin, and Amsterdam. She has fallen in love with circular economy and upcycling as a way of rescuing high quality fabrics and creating clothes for real woman.
Lately, I have realized that my life is also circular because of two facts that have me shocked:
1. After more than 30 years of enthusiasm paralyzed by fast fashion, now I am a mother and I retake this fashion project with my daughter. With the certainty that there are alternatives to fast fashion. That there is a way to prevent the textile sector from being the second most polluting one on the planet. We have to save the existing fabrics! Upcycling is the solution.
2. After an intensive research, we finally found a social atelier that fit our production model and our values. One day, I had a coffee with Bibi after a very long time. I updated her on my adventures and she told me surprised: “Nuria, this atelier that you are talking about belongs to APRAMP, the same association in which we shared so many moments!” Unbelievable! I stopped volunteering for APRAMP when I got pregnant with Laura, and now that my daughter is a woman, I am back to working with them. APRAMP makes our designs possible. We would love to grow together with these brave women who have been reintegrated after suffering sexual slavery. I am proud to say that our garments are made under the motto: #FreedomStitchesAgainstTrafficking
So, after talking about my life, I want to tell you more about our product.
In Deleitewear, we rescue high-quality fabrics, traditionally considered waste, to create new collections without consuming more natural resources and without polluting the environment. We apply a scalable methodology thanks to a very special design. This means saving in capital, which allows us to produce locally without skyrocketing the costs.
Sustainable fashion tends to be serious and expensive. We want to make affordable clothes with cheerful Mediterranean designs. It is a three-generations of women's project. Therefore, we design from a gender perspective, offering flexible garments personalized for real women.
We started rescuing men’s shirts that, because of some small imperfections on the cuffs or collars, could not be sold on secondhand stores. The rest of the fabric is in perfect conditions. Besides, it is usually made with combed cotton, which is high-quality cotton that has already used many natural resources. Let us show you:
In Deleitewear, we look for the delight of enjoying unique pieces with history, the delight of breathing fresh air, the delight of taking care of the water, necessary for life, and the delight of offering a decent job to all the people who make this possible.
It will be delightful that you join us.