About Alja Horvat

Alja's journey into illustrating prints began during her university years, where she discovered a passion for infusing vibrant colors into products and clothing. Inspired by the works of artists like William Morris and Josef Frank, she yearned to create her own prints and designs.

As an illustrator and designer, Alja collaborated with numerous fashion brands, contributing her creative talents to fashion projects. However, from her teenage years, she nurtured a dream of establishing her own fashion brand, featuring her unique prints and designs. Motivated by this vision, Alja took the leap and founded her brand, "By Alja Horvat," in 2021.

Merging her adoration for the 60s and 70s, vintage aesthetics, and fashion, Alja translated her passions into captivating prints and stylish garments.

Alja Horvat's talent and achievements have garnered recognition in the industry. She was honored as part of Forbes 30 Under 30 Art & Culture in 2020, and she also received the Elle Style Fashion Award for Young Talent in 2019.

What sets this brand apart from others?

In fashion, prints are typically generated in one of three ways: either created in-house by a dedicated textile designer, sourced from freelance designers, or purchased from print studios. It is uncommon for fashion brand owners themselves to personally craft their own prints. This is precisely what distinguishes Alja's brand, as she not only creates the unique prints for her fashion label but also designs the clothes themselves. This fusion of talents makes her brand truly exceptional and sets it apart from the rest of the industry.

Ethical aspect

At our brand, we take great care in ensuring ethical production practices. A portion of our garments is sewn in a small, family-owned factory located in Slovenia, while the rest are sewn by a talented freelance seamstress from Alja's hometown of Maribor. We place significant emphasis on fair compensation and treatment of the individuals responsible for sewing our clothes.

To reduce potential waste from unsold inventory, we operate on a made-to-order basis. This means that each piece is specifically produced in response to customer orders, minimizing excess stock and unnecessary waste. By adopting this approach, we not only prioritize sustainability but also ensure that every garment created is purposeful and tailored to our customers' preferences.

Fabrics

Our fabrics are digitally printed, which offers numerous advantages. At our company, we have partnered with a printing company that employs energy-efficient technology. This allows us to print fabrics on demand, eliminating any byproducts or waste.

We are committed to sustainability and ethical practices throughout our supply chain. To minimize our environmental impact, we exclusively use eco-friendly water-based dyes and biodegradable inks for all our prints which are non-hazardous, toxin-free and certified with an OEKO-TEX Eco Passport.

Recycled polyester that we’re using for the collection has OEKO-Tex Standard, meaning textiles were tested for harmful substances.Cotton that we’re using for the collection is GOTS certified. GOTS is known as the world’s leading standard for organic textiles.