INTERVIEW #35 LUCI’S LEMONS

Based in: Amsterdam, The Netherlands

Founded in: 2020

Founded by: Lucinda van Eijl

Stores: Only online at lucislemons.com

Price range: €55 - €179

Instagram: @lucis_lemons

Why we love them: Luci’s Lemons offers unique, colorful and edgy designs made from high quality deadstock materials. Definitely a brand to keep your eyes on. We’ve already put several items on our wishlists for Christmas.

What is Luci's Lemons and why did you start? 

Luci’s Lemons is a handmade-to-order fashion label, founded and run solely by me, Lucinda. Luci’s Lemons is based in Amsterdam where I design, produce and manage all aspects of Luci’s Lemons. The garments are handmade to order by me, Luci, and made from luxurious deadstock fabrics. This means the garments are unique and so special; when the fabric sells out, it's sold out forever. 

I started Luci’s Lemons as a result of my graduation project. I researched sustainable fabric materials and this eventually led me to setting up a business plan for my own business, Luci’s Lemons. It wasn’t until a year later, during the first pandemic lockdown, that I started to realize Luci’s Lemons. Luci’s Lemons mission is to inspire a broader audience to make more sustainable fashion choices and to show the possibilities. Sustainable fashion doesn’t just mean neutral tones and a minimalistic wardrobe, it can be so much more. 

What is your sustainability profile? 

During my study, Arts & Economics at the HKU in Utrecht, I did a lot of research about the (not) sustainable fashion industry. This made me realize how bad the situation was and how little consumers know about the problems of the fast fashion industry. Before I was aware of this, I would buy clothes from H&M or Zara, for their prices and because of how accessible these stores are. For a few years now I stopped buying from fast fashion brands, I only shop vintage, from other small businesses or I design my own clothing. 

How and where are the products produced and how do you pick your collaborations or other products you sell?

Luci’s Lemons garments are handmade to order in Amsterdam, by me. I design the garments all from scratch and when someone places an order, I produce the garment. This way the garments can be made to measure and customized if the customer has any special requests. This way the customer receives their dream garments.

Where do you find inspiration?

As I love to use deadstock fabrics, I usually get my inspiration from the fabrics. I don’t know in advance what fabrics I will find, but when I see and feel a fabric I know immediately if I want to use it for a garment or not. I get inspiration from the fabrics by touching it and visualizing what design would match the fabric. I also get inspiration from 80’s fashion. My mom has collected a great amount of pattern books over the last 40 years (or more!) and I love going through these books and getting inspired by all the trends from over the years. 

What have been and are the major challenges?

For me the major challenge in running a business by yourself, is to divide and to find time for all the different aspects of running a business. It’s essential for a small and starting business to gain a (online) following, so it’s important to be active on for example instagram where your customers can follow you. It takes quite some time and devotion to create content and being active online, but it also takes a lot of time to develop and design garments, produce orders, do administration and keep the webshop up to date. I love doing all these different things, that’s why I started my own business in the first place, but it can be challenging sometimes to do all the tasks as well as I want to. 

What has been and are the largest gains? 

I think the largest gain for me is to hear and see that I can inspire so many consumers into making more sustainable fashion choices. Receiving messages from customers about the quality and the fit of the garments is very special and especially when they come back for their second or third order I’m always so grateful. 

What do you think needs to change in the fashion industry to make it more sustainable? 

I think a lot of the responsibility lies with the government and the companies who produce unsustainably. It’s made very easy for big companies to produce in an unsustainable (and thus cheap) way. 

What do you believe is “greenwashing” and what can producers and consumers do to avoid it? 

Greenwashing is letting the consumer believe a brand or product is sustainable when this is not or only partly true. H&M is very good at it by bringing out campaigns about using recycled fabrics or organic cotton, but they are still (over)producing at a very fast rate. Consumers can look into it by doing research of a brand and by being extra critical about big fashion brands claiming to be sustainable out of the blue. 

What would you advise consumers to do who seek to create a sustainable closet and lifestyle?

Find your own style instead of following the latest fashion trends and create a wardrobe that can last for many years to come. For me quality and style is the most important. I once heard someone say; “if you buy from a brand, you are essentially investing in this brand” and I always keep this in mind whenever I purchase something.