It's our birthday. We are celebrating 10 years!
Aarrelabel took its first steps in 2009, when the original founders got the idea to start a children's clothing brand that should be based on ethical and ecological production. The company was founded in 2011. The brand started from imagination and the need to tell fairy tales to children. The pattern world was built around imaginary and sympathetic characters, and many patterns became classics over the years, such as the familiar patterns Aarremetsä and Pöllöt. Aarrelabel was one of the first clothing brands of the "children's clothing boom", founded in Finland in the 2010s.
In 2016, the ownership of the Aarrelabel brand was transferred to us - me and my siblings - who have been manufacturing Aarre products in our family's knitwear factory since 2012. Aarretta and our factory were united by the desire to build more responsible clothing production. Aarrelabel got its own factory and a new path began to take shape.
The name Aarrelabel has not always been our name. Maybe you once knew us as Aarrekid. The name change became relevant last year, when the women's clothing collection launched in 2017 had reached the most significant share of our collections and sales.
When we designed our women's clothing collection, we wanted a timeless collection that would be accessible to as many people as possible, because responsible fashion belongs to everyone. In addition to this, the birth stories of our products are guided by comfort , which is the secret of many of our classic products.
In honor of our birthday, we are happy to share stories and products over the years. We want everyone to love their clothes and create memories wearing them. A lot of resources are used to make clothes and we want to cherish them. We know this well, because we ourselves manufacture the products in our own factory, which my parents already established in Portugal in the early 90s.
Laura Silva, CEO, Aarrelabel
