From Vision to Wardrobe: How Attáge is Stitching Sustainability into Style
When we sat down with Jonna, her story highlighted the origins of sustainable fashion entrepreneurship. Jonna is the founder of Attáge, a slow and sustainable fashion brand that produces products made of 100% uppeal™ (a bio-based material comprising 20-30 percent of apple waste from the food industry in Italy).
Jonna’s journey began not in a design studio, but during her time at a demanding law firm. Jonna constantly sought a perfect business bag, one that could seamlessly transition from morning workouts to office meetings, and then to evening events.
She found only masculine briefcases or uninspired nylon bags; nothing chic or truly functional met her needs. This personal frustration, she shared, sparked a clear idea: she would design it herself.
As Jonna delved into product development, she confronted the fashion industry's stark reality. She realized its detrimental impact, from widespread pollution to poor working conditions. This awareness, surfacing around 2016-2017 when such issues were less public, caused her to pause.
How could she, in good conscience, create another product? Her pivotal decision emerged from this introspection: if consumer behavior wouldn't change overnight, she would offer a better, more ethical choice. This unwavering commitment, we understood, forged Attáge's unique foundation.
Innovating Sustainability: The Attáge Approach
Once committed to a better path, Jonna's focus shifted to innovating sustainability within her brand. We learned her dedication led to extensive material research.
She initially found that many vegan options were either toxic plastics or flimsy fast-fashion materials, fueling her skepticism. Yet, her persistence paid off.
Digging deeper, she discovered bio-based alternatives, ultimately leading to apple leather—or "uppeal" as it's known. When samples arrived, she was genuinely amazed by the material's quality and durability, a stark contrast to her prior experiences. Connecting with a factory already using this material for sneakers solidified her decision: Pelle was the way forward for Attáge.
Jonna champions a firm belief in "quality over quantity," a core tenet for Attáge. This ethos guides their approach to conscious consumption, challenging the fast-fashion norm. It's a delicate balance; while aiming for longevity, they are still a business that needs to grow. Yet, Jonna always prioritizes quality, even if it means slower growth.
Of course, pioneering new methods brings its own set of challenges. Jonna openly shared that a significant hurdle is simply cutting through the market "noise," especially on social media. As a small, sustainable brand, gaining visibility feels almost impossible sometimes. However, she believes in the power of a strong product and team. Her amazing suppliers, factory, and key consultant in Spain, along with supportive friends, form a robust foundation. These elements are vital for Attáge's unique approach to sustainable fashion entrepreneurship.
Vision and Resilience
Attáge's journey from a nascent idea to a growing brand truly exemplifies the resilience required in sustainable fashion entrepreneurship. Jonna recounted her "zero to one" experience, which began with simply deciding "now or never" to move forward with her terrifying vision for the fashion industry. After registering the brand in January 2020, the pandemic hit, halting progress. But they pressed on, registering the company in August.
Early wins proved pivotal. Jonna shared a charming story about her very first sale: a woman on a flight, seeing Jonna's prototype bag, instantly loved it. This serendipitous encounter, combined with leveraging personal networks for initial marketing—from a friend designing the logo to her partner sketching bag trimmings—helped Attáge gain early traction. These informal efforts eventually led to working with a PR agency and a brand advisor, shaping their strategic development.
Looking ahead, Jonna's vision for Attáge is both ambitious and deeply rooted in her unwavering entrepreneurial passion. She dreams of Attáge being "in every country," reflecting a commitment to global reach. Beyond geographical expansion, she holds a profound hope for broader industry transformation. She actively seeks to make a difference in fashion, believing it urgently needs to change. Jonna’s journey underscores that building a sustainable brand isn't just about products; it's about persistent vision in the face of uncertainty.
The Entrepreneurial Echo
Building a sustainable fashion brand from the ground up often feels like an impossible task. Success appears to demand perfect conditions and endless resources. Yet, Jonna's journey with Attáge shows us the power of a singular vision.
Her unwavering commitment to ethical materials and conscious consumption—sparked by personal frustration and deep industry insight—transformed a gap in the market into a thriving example of sustainable fashion entrepreneurship. It reminds us that true impact begins with a single, determined choice.
