Just in time for the upcoming summer vacation season, Drop 2 of Faithfull The Brand’s Isla collection is released today on May 16. The retro collection, with an unmissable tropical undertone, is inspired by the colorful coastline of Careyes — a bohemian paradise known for its dramatic, brightly hued ocean castles perched along the pacific coast of the Mexican Riviera.
The second drop arrived just a little over a month after the opening of Faithfull The Brand’s first standalone retail space in Los Angeles. located at Platform, Culver City, the pop-up exclusively unveiled Faithfull’s Islas collection and will be open to guests over its two month tenure. Mimicking an exotic holiday destination and complimenting the newest collection of sunshine-ready pieces, Los Angeles-based interior design studio Night Palm created a space where mediterranean tranquility meets the unique beauty of Mexico.
Designed with carefree travel and sun-kissed skin in mind, drop 2 of the Isla collection is a curation of chic summer essentials for your next vacation, with key styles in joy-inducing brights like tangerine orange and leafy green.
I speak to Helle Them-Enger, co-founder and Creative Director for Faithfull The Brand about the new drop, Faithfull’s first pop up store in LA, and what’s more to come for the brand after becoming a certified B Corporation.
Angela Lei (AL): Love the new retro collection — how would you describe the new line in three words and what’s the inspiration?
Helle Them-Enger (HTE): ’70s poolside retro, tropical and colorful.
The retro poolside photographs by Slim Aarons, in particular, set the jet set aesthetic of this collection, in the form of pool to bar styling and vibrant prints and color palette throughout.
AL: Congratulations on becoming certified B Corporation in 2021 — what does being socially responsible and sustainable mean for Faithfull the Brand in practice?
HTE: After years of hard work to reach this point, we’re honored to join the ranks of such pioneering brands whom we admire. We are extremely proud and very excited to join this collective of global businesses that are creating change through conscious and mission-driven enterprise. Care, quality and authenticity are weaved into the very fabric of Faithfull. We’re constantly striving to do better and be greater; for our incredible team here in Bali and Australia, our loyal customers, and for our collective future. From our manufacturing choices and supply chains to our internal culture, employee benefits and charitable giving, taking ethical action across our business is the most important work we do. All our decision-making aims to minimize our environmental footprint and maximize our positive social impact.
AL: Tell us more about your pop up in LA! Does this signify Faithfull’s potential expansion into physical retail?
HTE: We are so excited to have opened our first standalone pop up retail space, and a permanent physical retail space is definitely a big long-term dream for Faithfull. With our LA Pop Up we really wanted to take our California customers on holiday this summer. Expect bespoke vintage furniture and objects together with a selection of Lack of Color Hats and exclusive Éliou jewelry merchandized back with our Islas collection.
AL: As founders, what was your goal when you started the brand and what’s your goal now? Has the past two years changed anything within the business and its core value?
HTE: Our goal from the beginning was to offer thoughtfully produced designs that evoke a sense of summer, and this core value stays unchanged. We have always been committed about creating socially responsible garments that you can feel great about wearing on the inside, and out.
In the past 2 years we have spent much time and focus on looking inwards and how we can be better – what more can we do for our employees, for our suppliers and what more can we do as a business both for the people and planet. We have always been community and people focused, but we are putting more and more effort into how we can be minimizing our environmental footprint (80% of our offered fabrications are now certified sustainable, we have introduced responsible dying/printing and have implemented sustainable/compostable/certified PEFC/FSC packaging across the business to name a few). Becoming Certified B Corporation is our greatest achievement yet in that journey to running an increasingly conscious business.
AL: How would you describe the typical Faithfull girl?
HTE: A typical Faithfull girl is forever seeking and dreaming sun-drenched escapes to idyllic destinations. She loves feeling this sense of freedom, ease and joy in her everyday, whether she is on holiday or not. She loves wearing flattering and effortless pieces uncomplicated in design, with a nostalgic nod to vintage wardrobes. Faithfull is her off-duty style and her go-to.
AL: What’s Faithfull’s next project?
HTE: We are excited about adding a few new exciting categories to our collections, and maybe there will be a few more pop-ups coming your way ;).
AL: Fun fact about Faithfull?
HTE: We are massive animal lovers. Together we have 7 dogs and 1 cat at home, and we have adopted 2 dogs who lives permanently at the Bali office. Coco and Freckles are their names, they are our little Faithfull mascots and would be the first to greet if you ever come and visit our office.
Drop 2 of the Isla Collection is now available on Faithfull The Brand’s official e-commerce site www.faithfullthebrand.com.