Have you ever thought that you choose black clothing so you won’t get tired of it? But could it be that something colourful would actually feel more like you—even an extension of your personality? I sometimes wonder why people so often choose neutral colours for their homes or cars. When you ask them why, many say it’s because they’re afraid of getting tired of colour. After all, it would be terrible to grow tired of a new car. Of course, some people simply love black.

When it comes to expensive investments, we clearly tend to choose the safe option—the one that as many people as possible will like. Black garments are also among the best-selling products in our own online store.

This theme has led me to reflect on whether a colourful and personal garment could also be timeless.

A while ago, I read Minna Cheung’s article “The Lifecycle of Textiles and Clothing” (Tekstiililehti 3/2025, 88th volume), which discusses the emotional durability of textiles and garments, and the emotional bonds we form with our clothes. Cheung writes that the garments in which we have created memories and shared moments are the ones we want to repair and keep for as long as possible. She also notes that “in reality, a timeless and durable garment can be very distinctive.” In other words, a timeless garment doesn’t have to be black.

I loved Cheung’s text and found myself nodding along as I read it. Finally, someone put into words what I have been trying to communicate for a long time through my own clothing brand. Aarteen mission is to create clothes that are so comfortable and high-quality that you don’t want to give them up. A responsible garment isn’t only about responsible production—it’s a garment that we wear for many years, that we care for and repair. For this to be possible, the wearer must also love the garment. Clothes should be seen as an investment—something to fall in love with. Whether black or colourful, a timeless garment is one that is worn for a long time.

According to Minna Cheung as well, the lifecycle of loved garments is long. So whether black or colourful, floral or striped—love your clothes. Repair them, and create memories in them.

Laura Silva
CEO and Designer, Aarrelabel