The brand Radina Radeva is focusing on products that are designed to last and withstand the changes of trends and tastes through time. The roots of inspiration lie in the rage towards the extensive over-consumption in the fashion industry. We strive to create better products and transform the industry. We aim to re-shape it by designing clothes that fit around your lifestyle and change with it. Designed with removable panels that can be changed to transform and personalise each look; enhanced with reversible fastenings to create two-in-one pieces, which last a lifetime.
Our approach is personal – the starting point for designing is our client and her lifestyle. We want to give women the opportunity to be part of the design process and part of this sustainable journey towards a better, more mindful future. The clothes we make are designed to build a connection - to be treasured and loved because of the freedom they give.
We pride ourselves in being ethical – all our items are handmade in London or made in certified factories. We are big on sustainability - we encourage mending of clothing that you already own by offering alterations service. To avoid unnecessary over-production, we offer a made-to-measure option to accommodate all shapes and sizes. We believe in value, rather than sales, and we want to give you what you need on your mindful journey - be it a product, a service or support.
We commit to consistently explore design innovation in order to create the multi-functionality our customers need. Our products are designed to save space, give you a variety of options and care about the environment. They are created to give you the opportunity to be a part of a new way of re-inventing fashion. Our pieces will always be designed with you in mind. The brand is trying to break the norm by providing a fun solution to the fashion over-consumption problem.
It's no secret that the fashion industry has a negative social and environmental impact. However, it is very easy to forget about it when the temptation is constantly in front of us - new collections, eye-catching trends, huge bargains, cheap outfits.
According to the House of Commons report ‘Fixing Fashion: clothing consumption and sustainability’, the UK buys more clothes per person than any other country in Europe. To accommodate that habit, Fashion Revolution reveals that an estimated 300,000 tonnes of clothing ends up in landfill every year. But this is not the end… WRAP shares with us that the production of fibres (and respectively textiles) by polymer extrusion or agriculture makes the largest contribution to the carbon footprint of clothing. And the list goes on…
There are many advancements in technology that can be used in the industry - creating new fabrics, using 3D printing, creating software that enables you to try on clothes before you buy them online. Unfortunately often the new developments are hard to access or too expensive even for the big brands to accommodate. That’s why we believe that change needs to be implemented in other ways as well – we need to change the way we design products and we need to change the way we consume them.
This is where we start. We know that sometimes you will actually need new clothes. We also know that you like to look good and feel good. We are aware that your lifestyle changes constantly as well – you have a new job, you change social groups, you create a family. So we wanted to create clothes that would suit all of the above and yet wouldn’t harm the environment. We wanted to create clothes that last and can be worn a number of times, while looking different every time. We wanted to create clothes that would make you forget about the 10 new fast fashion pieces that you are now tempted to buy and will help you help the environment by buying less and consuming better.
THE TAILORING INSPIRATION
Thinking about the increasingly popular fast fashion, we started thinking about what has been popular through the years. Naturally, our thoughts wandered towards the world of classic bespoke tailoring - where quality is key; each piece is considered an investment and is made to last for a long time.
Why we find it so inspiring? Bespoke tailoring was designed to fit your body like a glove and give you a chic, empowered look. It was made specifically for you - to suit your needs, to be altered and mended whenever you needed to do so.
We wanted to take this approach and give it a modern twist. We wanted to give you garments that you will treasure, because you have a connection with them and you know the meaning behind them, but we didn't want them to cost you a fortune. We wanted to give you the freedom to re-design and change your look whenever required without the need to buy new items. The feeling of ownership of what you wear. The confidence of changing your styling and size without being dependent on what the high street can offer.
As a brand that strives to reduce the need to over-consume as well as its contribution to waste, we try our best to avoid producing too much. The first step is to carefully choose our suppliers - ensuring they have ethical practices in place and also making sure that they don't oblige us to buy high minimum quantities that might remain unused. We are a small brand and we are starting small - by producing our items by hand. We try to stick to a limited standard size range, purely to avoid cutting fabric for pieces that might not find a home. However, we love women of all shapes and sizes! That is why we are happy to make any of our pieces in a different size to what we have in stock- big or small. Just get in touch and we will arrange this for you as quickly as possible.
The majority of items in our range are handmade in London, while the ones that are not, have been responsibly sourced through our suppliers, who work with certified, regularly inspected factories across the world, and have assured us of their ethical practices.
THE CIRCULAR FASHION PLEDGE
This year we joined the 2020 Circular Fashion Pledge. We committed to expanding our multi-functional range by 50% in order to offer our clients more opportunities to engage with the idea and create a more various wardrobe without buying too much. Feel free to get in touch if you want to find out more about our efforts to achieve this.
We also committed to encouraging you to alter items that you already own and to working with vintage stores by offering them alterations services, which will make their products suitable to a wider range of customers. Get in touch if you are interested in our alterations service - we offer free quote and advice on any alteration.
If you are a vintage shop owner - please get in touch! We'd love to talk to you about possible collaborations and how we can help!
Radina is the designer behind the brand name Radina Radeva. Her fashion journey started in Cardiff, Wales where she did her BA(Hons) Fashion Design degree, focusing on garment design and innovation, pattern cutting and construction. This is where she found her love and fascination for sustainability, which turned into her main focus and inspiration.
Her professional experience started by interning for the great Vivienne Westwood, after which she transferred to work for suppliers where she learned about production methods and the womenswear market. Her experience has expanded to the luxury bespoke world where items are adjusted to the specific needs of each customer and challenges are faced every day.