"I’ve been lucky enough to design for some great brands and to live and work in some of the most exciting cities in the world," says Alex Elliot, founder of elliot. The designer's journey into the fashion industry wasn’t a typical one, nor was it a straight path. Over the years, Elliot's discomfort with the environmental impact of fashion deepened, especially during her stint in fast fashion. "I came to fast fashion a few years before I launched elliot., on a freelance contract; I didn’t know it would be a life-changing decision!" she admits. That pivotal experience, witnessing the unsustainable nature of the industry—mountains of clothes destined for landfill, the pressure on suppliers—led her to create elliot.
"I wanted to design and produce in ways that wouldn’t harm our environment or exploit workers," Elliot explains. Her goal was simple yet bold: create something better, "without compromising the end product," a message she hopes will inspire others to reimagine the fashion industry's future.
The idea for elliot. began with something as everyday as underwear. Alex Elliot, like many women, struggled to find the perfect briefs: simple, stylish, and sustainable. "I had been looking for new briefs for myself, and I just couldn’t find what I wanted. The right underwear can make you feel amazing," she says, adding that for her, comfort didn’t mean lace or synthetic fabrics—it meant clean, natural cotton. When she couldn’t find what she was looking for, she decided to make it herself.
And so, elliot. was born—a brand rooted in the ethos of creating clothing that feels softer, is kinder to the skin, and more natural for the environment.
Elliot. sets itself apart with its unwavering commitment to sustainability, particularly through its use of Global Organic Textile Standard (GOTS)-certified organic cotton. "Organic cotton is grown without the use of harmful chemicals or pesticides," Elliot explains. This is not just beneficial for the skin but also for the planet. Organic farming protects the land by reducing toxins, helping wildlife thrive, and ensuring that farmers aren’t exposed to dangerous chemicals.
The choice to use GOTS-certified fabrics reflects the brand's dedication to a more responsible supply chain. "We source all of our cotton fabrics from GOTS certified manufacturers," says Elliot, noting that everything from the fabric to the dyes is rigorously controlled. The company even works with small factories in Spain and the UK to ensure fair wages and good working conditions. "It is important to me that the brand is made well and in good conditions," she adds.
Elliot's commitment to ethical production extends to the smallest details, even the packaging. All elliot. packaging is recyclable, reusable, compostable, and entirely plastic-free. "When I was launching the brand, I spent a lot of time looking for companies—based in the UK—who were working with recycled paper for their packaging," she recalls. This conscious decision reflects the brand’s broader philosophy: small changes can lead to significant impacts.
Elliot’s creative process revolves around designing everyday essentials that are both functional and beautiful. "Often those pieces are inspired by something I’ve had in my own wardrobe, in various forms, throughout my life," she says. Her goal is to design "perfect versions" of timeless items like tank tops, t-shirts, or bras, creating garments that customers will wear again and again.
But it’s not just about creating for the sake of fashion. For Elliot, sustainability means producing less, with care and attention. "We don’t make more than we think we can sell," she says. This decision helps the brand avoid overproduction, a significant problem in the fashion industry. "Producing this way can result in styles or sizes being temporarily out of stock," she acknowledges, "but I would always rather that, than have to try to shift excess stock at the end of each season."
The result? A collection of limited-edition pieces that are crafted with an attention to detail often missed in larger production runs. For Elliot, the focus is on quality over quantity, creating garments that last and don’t contribute to the growing problem of fashion waste.
Elliot’s vision doesn’t stop at organic farming. Her brand is also deeply invested in regenerative agriculture—a practice that focuses on soil regeneration, biodiversity, and carbon sequestration. "My understanding is that by growing in a more considered way, with solutions tailored to the local habitat, exhausted topsoil can be replenished, and local biodiversity encouraged to return," she explains.
For Elliot, regenerative farming represents the future of sustainable fashion. While organic farming has made significant strides, regenerative agriculture takes it a step further by actively working to rebuild and rejuvenate ecosystems, rather than simply reducing harm. "Regenerative farming is good for the planet, good for farmers, and good for the rest of us," she asserts, emphasizing its holistic benefits.
Elliot is excited to introduce regenerative cotton into her collection, starting with next season’s offerings. "I will be offering regenerative cotton in the range next season," she reveals, adding that she believes other brands will soon follow suit. The transition may be slow, but Elliot is confident that the fashion industry is moving in the right direction, with brands like hers leading the way.
Building a brand like elliot., which prioritises sustainability and ethical practices, hasn’t come without challenges. As a female founder in the fashion industry, Elliot has faced her share of obstacles, but she has also found support from unexpected places. "Working with other women has been one of the nicest surprises of my journey," she says. The collaborative spirit within the sustainable fashion community has been a welcome change from the more competitive atmosphere she experienced earlier in her career.
Though there are still hurdles to overcome, Elliot is optimistic about the future of fashion. "We’re all experiencing similar challenges and working through them together," she says, pointing to the collective efforts being made across the industry to address issues of sustainability and ethical production.
Elliot.’s mission is clear: to create something better. But the brand is also on a mission to change the way people think about fashion—encouraging a slower, more thoughtful approach to buying clothes. "I think it’s about showing people new options," Elliot explains. "The fabric will feel better, it will wash well and improve with age." It’s a mindset shift that values quality over quantity, urging consumers to invest in pieces they love and will wear for years.
This philosophy is central to elliot.’s approach, and it’s one that Elliot hopes will resonate with a wider audience as awareness about sustainability grows. "You can’t force that on someone, they have to discover it for themselves," she says, preferring to let the quality of her products speak for themselves.
Looking to the future, Elliot is excited about the next chapter for her brand. From working with regenerative cotton to expanding the range, there’s much on the horizon. "The brand has been about creating the perfect building blocks for your wardrobe," she says, but now she’s finding herself designing more statement pieces, ready to introduce a new audience to her ethos of softer, kinder fashion.
There’s also the possibility of expanding into menswear or unisex styles—a move that would further broaden the brand’s reach and commitment to offering timeless, thoughtful fashion for all. "I would love to move into menswear and/or unisex styles," she hints, suggesting that there’s much more to come from this forward-thinking brand.
As elliot. continues to grow, one thing remains clear: Alex Elliot’s dedication to creating something better—softer, kinder, and more natural—is not just a trend but a way of life, inspiring others to rethink how they approach fashion, both as consumers and creators.
