Introducing… ‘Monika the Label’

Slow-fashion brand ‘Monika the Label’ still remains up and coming leading up to their 2-year birthday as a brand. Launched amidst the beginning of the pandemic, the brand birthed an essence of spontaneity and fun into the sustainable fashion scene through unique patterns and classic silhouettes inspired by the free-spirit nature of the 70’s.

Monika the Label

Monika Young, founder of Monika the Label, developed her vision to have a sustainably conscious slow-fashion brand that built a bridge between classic California 70’s style and the iconic grunge era that circulated through London. The brand itself is based within East London to honour Monika’s personal attachments to the city, as well as it being a key inspiration for her patterns and pieces. Eye-catching prints such as pink-toned animal print or timeless florals are notorious for the brand as they pay tribute to icons of the 70’s that mixed earthy tones with layers of eccentric prints. The versatility of the pieces makes them perfect for styling for various occasions whether that involves layering dresses with blazers, or a midi dress with cowboy boots, the items remain a timeless staple in anyone’s wardrobe.

"Cali Cool and London Grunge"

The patterns are hand drawn and designed or inspired by unique vintage finds from markets and stalls.

Supporting small businesses and sustainability

The brand's core focus on sustainability stems from Monika’s experience with fast-fashion and seeing first-hand the excessive overconsumption within the fashion industry. Leaving her fashion buying job led her to create ‘Monika the Label’ as a fully ethical brand that was like an extension of her dream wardrobe. All fabric used is responsibly and locally sourced, including satin made from plastic bottles, and eventually paired with 100% recycled packaging. Working in and around London, the brand aims to lower their overall carbon emissions and footprint. I love how this gives the brand a sense of identity as they are based in a city that is involved in their sourcing as well as production.

Through rental platforms, take-back, and up-cycling schemes, the brand’s circular economy structure gives them the opportunity to reach a wider audience interested in renting garments over buying.

My thoughts

I admire the brand’s growth through the pandemic, a time where fashion as well as life felt stagnant for many, as well as the fusion of bohemian and 70’s aesthetic with grunge city street-style that is evident throughout Monika the Label. Since launching, the brand has been involved in store pop-ups in London as well as introducing new campaigns and collections. I am looking forward to following the brand as it continues to flourish in the future!

Browse Monika the Label here!

Thank you for reading!

-Ria