Ex-Warehouse executives have launched a new fashion label – we put it to the test

As the high street continues to decline, the new venture looks to bring sustainability into focus

The line of 80 pieces ranges from £22 to £120 (The Independent)

If the pandemic has hastened the demise of high street fast fashion, it has also offered an opportunity for many to reconsider their consumer habits and maybe bring a little more sustainability into their lives.

Last year saw the collapse of former high street favourites Topshop and Warehouse, with the latter’s online business being snapped up by retailer Boohoo, while other high street fashion closures left experts questioning what our new shopping habits mean for the future of fashion.

Like so many, the past year forced a moment of pause for ex-design director at Warehouse, Karen Peacock. Along with Paula Stewart, former group chief product officer of Oasis and Warehouse Group and Kirstie Di Stazio, former commercial director at Warehouse, the trio decided to launch their own brand, Albaray.

“Over a glass of wine, we decided we wanted to do things our way and that our combined experience put us in a great position to launch a brand. By the end of the summer, we decided to go for it,” says Peacock candidly.

The result is a collection of around 80 pieces, ranging from uplifting dresses in colourful prints to effortless loungewear and basics, priced between £22 and £120 and all with sustainability in mind.

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Apart from one beautifully embroidered black dress, all the jumpsuits and dresses in the collection come in under £90.

“When you have worked in fashion, you gain an understanding of the impact the industry has on the environment and the people throughout the entire process,” explains Peacock, describing how all three founders are united in their dedication to making their business as sustainable as possible.

A key focus for Albaray – a portmanteau of “alba”, meaning dawn in Italian and Spanish, and the word “ray” – are the fabrics used in the collection. “Fibre production and processing has the largest impact on the environment,” says Peacock.

A quarter of the collection is made from Ecovero viscose from Lenzing (derived from sustainable wood and pulp), while another quarter is crafted from 100 per cent organic cotton.

The rest of the range is made from either Tencel lyocell (a more environmentally friendly type of rayon), linen blends, deadstock fabrics or organic cotton blends. The trio has also partnered with five audited suppliers with which they have long-standing and trusted relationships. Labels and ticketing are also made from recycled and recyclable materials.

Although Warehouse-style appreciation of print and colour runs through the collection, Peacock is keen to underline that Albaray is a completely new endeavour and a move away from fast fashion. “We want to connect with women of all ages who like us, love clothes but are questioning the impact on the planet,” shares Peacock.

The collection, aimed at women aged between 25 and 50-years-old, launched on 31 March direct to consumers via its website. It is also now available online at John Lewis and Next, with items available to purchase at five select John Lewis stores.

Prior to the launch, we got our hands on some of the key items and while our road testing may have been limited to walks in the park, strolls to the supermarket and lounging around the house, we’re positive that the collection has items worth investing in for pandemic socialising and beyond.

You can trust our independent reviews. We may earn commission from some of the retailers, but we never allow this to influence selections, which are formed from real-world testing and expert advice. This revenue helps to fund journalism across The Independent. 

Albaray spot print frill collar blouse: £55, Albaray.co.uk

(Albaray)

One of the key sartorial lessons we’ve learnt this last year is the importance of a statement top. Zoom has firmly cemented the need for a smart yet casual shirt in our wardrobes – the kind that makes you look ready for business but is also comfortable enough to fit in with the relaxed working from home vibe we’ve cultivated. This blue and white polka dot blouse ticks a lot of boxes: the pleated Peter Pan style collar is fun and chic, while the Ecovero viscose material is super soft and fluid making it comfortable and easy to wear.

Thankfully, it keeps its shape beautifully despite being crafted from such a smooth material, and effortlessly adds a bit of structure to the simplest of outfits. We paired ours with a pair of favourite old jeans on an afternoon walk and instantly felt more put together. Happily, it’s a piece that can easily be worn with a number of wardrobe staples. Try it tucked into high waisted jeans or shorts or layer with a cardigan or jumper for chilly spring evenings.

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Albaray wide leg jumpsuit: £79, Johnlewis.com

(Albaray)

This jumpsuit does what a good jumpsuit should do: it's easy to wear and is super comfortable. Crafted from a silky feeling Tencel lyocell, the style features simple spaghetti straps and wide leg trousers for a truly relaxed vibe. There's also a drawstring back for adjusting the fit once you've slipped the jumpsuit on. We like how versatile this piece is: perfect as it is for a warm sunny day, you can also add a T-shirt underneath or throw a jumper on top for cooler temperatures. It could also be dressed up with some stand out jewellery or a belt. Our preferred option is a pair of gold hoops, some white trainers and a raffia basket (packed with picnic supplies) slung over the arm.

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Albaray carnation print dress: £79, Johnlewis.com

(Albaray )

Floral, feminine and vibrant, Albaray’s carnation dress, made of an Ecovero viscose, features the bright colours and striking patterns that peppered Warehouse’s collections of seasons past.

A perfect wardrobe addition for all your outdoor socialising, this midi dress with its back cut-out and bow tie detail, is a serious multitasker. Breezy enough for a sunny stroll in the park and easy enough to throw on before dashing out of the house to grab a coffee, it would also look fab dressed up for any intimate weddings or garden parties you have coming up (fingers crossed). Dress down with a pair of trainers or sandals or add a pair of wedge espadrilles or heels for a more sophisticated look.

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Albaray relaxed high waisted khaki shorts: £55, Johnlewis.com

(Albaray)

Finding a good pair of shorts is no easy task: there’s the length, the potential gaping round the back and the nightmare of them riding up as you walk. Albaray’s high waisted khaki shorts, made from 100 per cent organic cotton, are a stylish option that tackles many of these issues. The high waist style fastened at the front by a button draws all the attention to the narrowest part of your waist and the design means there’s no risk of embarrassing flashes or gaping at the back when you sit down. There’s a good length to the shorts, while the crisp fabric and front pleats mean they’re a cool and smarter alternative to traditional denim cut-offs. Plus, they have good-sized pockets which is always a bonus. Combine with a crop top or a sheer blouse for the days when the temperature soars or grab a light knit and layer up on cooler days. Pair with a soft-serve ice cream cone, and don’t forget the Flake.

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Albaray spot print shirred waist midi dress: £79, Next.co.uk

(Albaray )

Does any item of clothing scream “bring the sunshine” more than a floaty yellow dress? We think not. Albaray’s spot print shirred waist midi dress is certain to be a hit, with its flattering silhouette, classic pattern and retro styling. It will also doubtless come in handy at the numerous picnics and outdoor socials the next few months will (hopefully) bring. With its midi length and elasticated waistband, sitting on a blanket at the local park will be a breeze, while its vintage-inspired detailing makes it look like you’ve made a real effort (spoiler: it’s actually really comfy). What we love about this piece is that although it’s a dress to wear again and again in the summer, it’ll also pay it's way come autumn and winter. Simply swap the Birkenstocks for a pair of tights and some chunky boots.

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The verdict: Albaray

With its focus on sustainably sourced fabrics and a collection of well-thought-out pieces, Albaray gets our vote. We love the mix of classic, fun and bold pieces and appreciate its price point as some sustainable brands can be well out of reach. The brand’s bold carnation print midi dress is a versatile staple, especially for our summer socialising plans, while the spot print frill collar blouse is both beautiful and comfortable. Although the fashion industry has a way to go in terms of sustainability, we’re pleased to see a brand launching that is both taking steps in the right direction and offering up a stylish edit of pieces to be worn again and again.

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