In a small studio nestled on a rolling and forested property in rural Merville, a clothing rack teems with jackets and shirts, and cubbies are filled with stacks of neatly folded pants. The browns, blues, greens, and maroons elicit a sense of earthiness. No surprise, as Uxía Alonso’s brand is called Fento, which means “fern” in her native tongue, Galician, and is designed with the Earth in mind.
“Ferns, which bloom in the darkness, represent feminine energy and resiliency in many ancient cultures, like that of my ancestors, the Celts,” she says about the name of her brand.
For Alonso, an Earth-centred approach to clothing design has been years in the making. After dedicating most of her life to the fashion industry with renowned European brands, she became disenchanted with that world. She turned to teaching yoga, first in Spain, then India, Mexico, Colorado, and California, eventually landing in the Comox Valley in 2022.
In Merville, Alonso’s vision for her own fashion brand began to evolve. Although she had never set foot in the Valley before her move, it felt like home. Her birthplace, Vigo, is a city in Galicia, a region in northwest Spain known for its rugged Atlantic coastlines, temperate climate, and lush landscapes. While Galicia may be most famous as the home of the Camino de Santiago, the region also has a deep Celtic culture dating back many centuries. For example, “Galician traditional music is very similar to Scottish music, with bagpipes,” Alonso says.
Slow fashion rooted in natural fibres
Her Galician origin informs her design approach, which elicits a sense of timelessness and sustainable slow fashion. Each piece is constructed from breathable natural fibres grown without chemicals, organically when possible. The Fern Jacket is structured, but with soft lines. The Fern Pants are stylish, but also have pockets and an elastic waist. Everything in the Fento collection is designed with middle-aged women in mind, women who suddenly think, “My favourite jeans are uncomfortable. Why am I wearing something that is uncomfortable?” Alonso says.
Designed for women in midlife
The clothing is as versatile as the multitude of demands placed on women. “It’s like a suit. You can finish work, put on your Blundstones, [and] go for a hike or to the playground with your kids,” says Alonso. Her brand aims to celebrate women in midlife, unlike the fashion mainstream that ignores them. “Middle-aged women deserve the recognition and respect in community that many ancient cultures once embraced,” she says. “A place that honours their experience, wisdom, strength, resilience, and contributions.”
“At a certain age, we don’t give a (expletive) about what other people have to say about us. We want to be comfortable, with soft fabrics touching our skin, in clothes we like”
Alonso’s intentional approach goes beyond design and fabric: Fento’s business model is an extension of her feminist fashion philosophy. She uses only sustainable materials, and, whenever possible, partners with women-owned or women-led manufacturers.
Alonso is reimagining what women 40 and up want to wear during what she calls their most powerful stage of life. “At a certain age, we don’t give a (expletive) about what other people have to say about us. We want to be comfortable, with soft fabrics touching our skin, in clothes we like.”
Learn more at: fentolife.ca |
