100 billion garments are sold every year worldwide. Despite growing awareness about alternative ways of consuming, the relentless development of fast fashion continues to keep these figures high. Fortunately, young entrepreneurs are daring to launch their own “slow fashion” brands. We met with Carrie Heiners, a young Belgian entrepreneur who has just launched her own sleepwear brand””but it’s much more than that.
“It was essential for me to create high-quality, durable clothing, and above all, to ensure it was made in an eco-responsible way,” explains Carrie, the creator of Selah Vie, a sleepwear brand. But before arriving at the final product, the journey was long.
Two Years to Find the Perfect Material
It took nearly two years for Carrie to find the perfect cotton. “I knew I wanted organic cotton, and I wanted it to be produced in small quantities.” To assist her in this process, she turned to a sourcing agency based in London, Fiber Lab, which helped her find the best material for her needs. Ultimately, she chose organic cotton, certified by GOTS (Global Organic Textile Standard), meaning it contains at least 72% organic materials, and it’s produced in India.
European and Family-Based Production
Once the material was sourced, the next crucial step was production. “For this, I did my own research.” Carrie searched for small European factories that share her values of slow, sustainable production. Today, she works with a company based in Porto, Portugal, that has been around for 25 years with only two production lines. “We start production based on orders. Since the company is small, production for a new clothing line takes about two months.”
Agile, Durable, Timeless Clothing
Although the term “nightwear” is used, Carrie designed her pieces to be worn both day and night. By choosing fluid cuts and neutral colors, the designer embraces a minimalist approach while maintaining great versatility. This reflects the brand’s commitment to sustainability and ethics, offering timeless pieces that go beyond a single function or time of day.
Knowing the Story Behind the Product
“Selah Vie is not just a new clothing brand, it’s above all a story,” says Carrie. It’s a story she loves to share to raise awareness about the manufacturing process. “I recently held an event in northern Luxembourg, and customers were really interested in the story of Selah Vie. Seeing and touching the garments is a major selling point for conscious buyers.”
The online sales strategy of Selah Vie allows Carrie to better control production and distribution, initially targeting the European market, with a focus on Belgium, Luxembourg, and Germany. She is also exploring partnerships with concept stores, particularly in Luxembourg.
With the holiday season approaching, Selah Vie’s products offer an ideal alternative for conscious gifts. Carrie Heiners’ slow fashion model is a perfect example of how a small business can change the game in terms of responsible fashion consumption.
