The Subtle Power of Slow Fashion
Words by Molly Bluett
In a world where fashion trends seem to come and go as quickly as an Instagram scroll, the rise of quiet luxury is transforming how we view style. It’s all about understated elegance, craftsmanship and investing in pieces designed to stand the test of time, far removed from the noise of fast fashion. One brand that truly embodies this ethos is Liverpool-based, By Elleven.
Founded during the 2020 lockdown by fashion veterans Rachel and Joanne, By Elleven launched with a simple but powerful mission – to create a slow fashion brand that women not only love to wear but feel good about purchasing. “We knew there was a gap in the market, not just for a brand that women would want to wear, but a website that women enjoyed shopping on; one that was informative and honest with styling advice they could take away and apply to their own wardrobe,” says Rachel. Their vision was to create a collection that reflected their own values, with pieces they would feel confident selling to friends and family.
In its early days, By Elleven leaned into the street style trends of 2020, offering organic cotton hoodies and pieces that spoke to the era of work from home chic. But as the world began to reopen, so too did the opportunity for the brand to evolve. Today, By Elleven’s collection has shifted toward a more timeless, relaxed aesthetic – an approach that’s perfectly aligned with the principles of quiet luxury.
“Our collection is full of wardrobe essentials casual, premium everyday clothing designed with busy lifestyles in mind,” the founders explain. The brand’s signature item, the Suzi Trousers, recently spotted on Lady Victoria Starmer, exemplifies this new direction. Versatile yet sophisticated, they are perfect for wearing on repeat without feeling dated. The Suzi Trousers were amongst the first pieces in their Made in England collection, as the brand began to introduce more home-grown manufacture into their offering.
What sets By Elleven apart from many other aspirational brands is its deep rooted commitment to ethical fashion. From using ethically sourced organic fabrics to bringing parts of their manufacturing back to the UK, Rachel and Joanne are intent on offering more than just beautiful clothing. “We both agreed in the beginning that integrity was important to us. We didn’t want to sell anything we wouldn’t wear ourselves,” Joanne adds. By Elleven is building something that’s here for the long haul, with pieces meant to last beyond fleeting trends.
This philosophy fits seamlessly into the quiet luxury trend, where consumers are making more thoughtful, carefully considered purchases. By choosing quality over quantity, By Elleven’s customers are opting for timeless pieces that enhance their personal style without contributing to the unsustainable cycle of fast fashion.
By Elleven’s slow fashion journey also extends into the world of pre-loved clothing. Their Vintage By Elleven line offers customers handpicked blazers, trench coats and shirts that are curated, cleaned and styled for today’s modern wardrobes. “We hope you’ll join us on our journey, we’re only just getting started!” the founders say. For a younger generation increasingly interested in sustainability, By Elleven’s vintage edit allows them to explore circular fashion without compromising on style.
Their promise that this is only the beginning is supported by the news that the brand is preparing for the launch of its latest addition, the Organic collection, launching in Autumn 2024.
For those looking to make more thoughtful, aspirational purchases, By Elleven offers the perfect example of how quiet luxury can be woven into everyday life. The brand’s focus on quality, ethical production and timeless design proves that luxury doesn’t have to be loud – it can be quietly powerful.
As fashion continues to shift towards sustainability and mindfulness, By Elleven is well-positioned to become a go-to brand for those who want more from their wardrobes. Less noise and more intention.
