Rule 1: Give as Much Creativity as I Get
My guiding principle in design: design clothes that allow the person wearing them to be creative when they put them on.
I have become a fashion designer because I want to have a creative output. But, I felt that way before I became a fashion designer! I want to be creative when I put on clothes.
I want to tie the sashes, put the thing on backwards, twist it round, pin something to it, and make it mine.
Experiential dressing is my made-up phrase, intended to capture my promise to you: dressing, for customers of ETL, will be an experience that creates an opportunity for creativity.
Rule 2: Excitement and Sparkle
I like sparkle and excitement.
Pouting and simpering, this brand will not be.
ETL is fashion...but it is excitement and fun.
I hope you will join me in this rule-breaking, exciting, fun and sparkling statement.
Rule 3: Unique Sustainable
This brand is not selling something you can get elsewhere. This brand is selling my vision.
I care about sustainability (more about this elsewhere on this blog) but I also believe my vision is worth expressing and has a value to both you and I.
My personal commitment to you is that everything you ever see here will be unique. I won't waste our time or our planet's resources.
I have taken concrete steps to ensure that my business aligns with my personal values. Every yard of fabric -- and each garment made from that fabric -- is made in the USA.
I will not make garments in a country without satisfactory labor laws, or partner with a business that operates outside those laws.