Meet The Founder Of This Cool, Sustainable Loungewear Brand
@ELOISERITA_
THE START
I’m 24 and come from a small village just outside of Colchester. I’ve always been creative, so after school I studied fashion journalism at the London College of Fashion which led me into TV. At the same time, I was managing a portfolio of social media accounts for a range of brands, but deep down I knew I wanted my own business.
An opportunity presented itself during the first lockdown. With more time on my hands, I was able to focus on another of my passions, sustainability – and Après Sunday was born. In 2020, like many people, I lost my job and lived in loungewear. I realised there wasn't anyone out there creating exactly what I wanted. There was a gap in the market for a new sustainable brand.
Après Sunday’s style is best described as effortless, colourful and vintage. It quickly became clear I wasn't the only one who wanted sustainable loungewear with a bit of a twist. With flexible work becoming the norm, I knew this sort of clothing would become a mainstay.
THE LESSONS
I learnt what it meant to be an entrepreneur by ‘doing’. One of my biggest challenges was my lack of experience – both in being a business owner and the actual garment-making process. To help, I took a short course in how to start a fashion brand, but even that didn't help me avoid some mistakes.
An early struggle was finding a good manufacturer that met my requirements. It involved a lot of trial and error, and took months of research. Also, knowing how much fabric to order and keeping track of how much we were using was completely foreign – but thankfully, I found a manufacturer who was willing to help me understand the garment-making side of the business.
Young entrepreneurs should start by setting out their core values and sticking to them. Also, you have to accept that it takes a lot of time, a lot of hard work and some serious patience to start something on your own. While it’s extremely challenging, if you’re doing something you love, it will keep you going through the difficult moments. I would also encourage you to do as much research as you can before investing any money. Always start small and, if you put the time in and trust yourself, it will work out.
@APRESSUNDAY
THE VALUES
Sustainability lies at the core of Après Sunday. This was one of my key values from the outset, and every decision I made had sustainability in mind – from using eco-friendly vegan materials to getting our GOTS certification. We use either 100% organic cotton or recycled polyester – and all our jackets and accessories are made from 100% recycled materials. The journey won’t stop here though – we’re always looking for ways to improve. We’re even PETA-approved vegan.
Size inclusivity is very important to me as well. I want everyone to be able to wear our products and feel their best. As a small business, it’s been difficult to expand the size range but we’re doing it slowly with each collection. We currently offer pieces in sizes UK 4 to UK 24.
We try to reduce waste as much as possible. We sell any damaged stock at discounts on our site so nothing goes to landfill, and repurpose offcuts and unsellable garments into new designs. Plus, all of our packaging – including all of our swing tags, thank-you cards and stickers – are made from recycled materials and are fully recyclable themselves. Even our labels are made from 100% recycled post-consumer polyester, and are certified by the Global Recycle Standard Control Union. To take care of your pieces and help them last longer, we encourage you to either handwash them or use a gentle wash.
We’re as green as we can be right now. For example, all of our factories are SEDEX approved and meet all compliance with UK audits, as does our use of non-toxic dyes. We also partner with Greenr on our site so the customer can choose to carbon offset their purchase by donating to a social enterprise.
THE PIECES
Our Peaches & Green design put the business on the map. It’s still the design that always sells out. Other popular designs include our Royal Blue sport set and our Valentine’s set.
Après Sunday’s aesthetic is a 70s vibe meets retro 90s. These pieces could be pulled straight from your parents' wardrobes, but they’re made for modern living – whether you’re on the go or just at home. The beauty of Après Sunday is that it allows for creative freedom. Our sets are a colourful baseline which can then be mixed and matched. Whether you’re pairing our new ‘Sunny Says Chill’ mint sweater with our Royal Blue sports joggers, or our ‘Peaches & Green’ jumper with our Coral Pink jogger trousers, the colours flow effortlessly together.
THE FUTURE
The plan is to expand the range. We’ve already started branching out with our sherpa and sport jackets, and are currently developing other capsule items which will come out later this year. Our new backless dress is guaranteed to become a staple in your spring/summer wardrobe.
I’d also love to collaborate more. My vision is to host more pop-up shops globally, with the hopes of meeting other independent brands and working together. I also want to see the brand filter into department stores around the UK – and we’ve already started partnering with online retailers such as Silk Fred. The ultimate goal is to make Après Sunday a one-stop shop.
Visit ApresSunday.co.uk
@APRESSUNDAY
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