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Vogue, February 2021

<h3>The Ultimate Luxury is Time: This 'Slow Fashion' Brand is Rooted in DIY</h3>
<p>The Ultimate Luxury is Time: This 'Slow Fashion' Brand is Rooted in DIY<br>Natalie Chanin began making t-shirts that New Yorkers wanted to touch over 15 years ago. It started with a hastily refashioned tee for a swanky party. The rural Alabama girl thought it was unusual that the “fancy fashion city folk” handled her creation with wonder. This makeshift shirt opened an opportunity to connect with people from a different world. That’s how the founder and creative director of Alabama Chanin describes the advent of her sustainable slow fashion brand in an episode of storytelling podcast The Moth entitled “200 One-of-a-Kind Shirts,” recorded in April of 2014. She was moved to create more, and it was the quilting tradition of her grandmother’s generation and the pastoral inspiration of her hometown that drew her back to Florence, Alabama to start her business.<br><br>Chanin appears to be the embodiment of her brand. She returned to New York City in April of this year to talk about ‘slow fashion,’ sustainable production and consumption with Patagonia’s Director of Environmental Strategy, Jill Dumain. “I was at first taken aback by the crowd of people here,” she says of the cavernous second floor space at Patagonia Soho, although the city is where Alabama Chanin got its start.<br><br>Where fast fashion reflects a trend-driven cycle that sees clothing discarded or forgotten after one season, slow fashion is revolutionizing the consumer market. The burgeoning interest in this change was reflected in the room, which was full of the future of the industry; many are educators and students from Parsons and FIT.<br><br>Alabama Chanin aims to make “garments that last forever” and don’t necessarily cater to seasonal trends, but flow from season to season. This means a sustainable closet can be built over the course of time and pieces go together regardless of which collection they come from. She insists that figuring out how to build a sustainable closet can replace the satisfaction of retail therapy.</p>
<p><br><strong><a href="https://observer.com/2016/06/the-ultimate-luxury-is-time-this-slow-fashion-brand-is-rooted-in-diy/" target="_blank" rel="noopener noreferrer">GO TO ARTICLE</a></strong></p>

The Ultimate Luxury is Time: This 'Slow Fashion' Brand is Rooted in DIY

<h2 class="press-detail-title typeB">Fall 2021 Ready-to-Wear</h2>
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<p>Natalie Chanin is easing into her 20th-anniversary year with a collection titled “Soft.” Much of it is made using a lightweight cotton jersey that the designer describes as “very nurturing.” As always, the hand stitching is a reminder of connection and human touch, which so many are craving after the isolation caused by the pandemic. </p>
<p>We’re not coming back to the world we knew; much has been lost. Processing this will take time, and, says Chanin, “requires us to be soft and kind to ourselves and to others.” As this collection came together she found comfort and a mantra in these words from the artist Jenny Holzer: “Turn soft and lovely any time you have a chance.”</p>

<div class="press-detail-ctas">
<div class="cta press-detail-cta"><a class="press-detail-blurb subTitleA" href="https://www.vogue.com/fashion-shows/fall-2021-ready-to-wear/alabama-chanin" target="_blank" rel="noopener noreferrer">GO TO ARTICLE</a></div>
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Vogue, April 2021

Natalie Chanin

Catherine Counts

Jessica Turner

Lemonade Creative Collaborator

Press

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