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ALĒO in MARIE CLAIRE, January 2024 (FR)

ALĒO, The handbag brand to watch out this year. A women's handbag brand with many influences, Alēo has quickly made a name for itself thanks to its original, highly-designed style, optimum quality and with artisanal, supportive and eco-responsible manufacturing.






An international concept


The idea for Alēo was first conceived in Australia. While confined during the health crisis, Jonathan and Tara Jordan began to experiment with manual labour, like many others during this period. They found such fulfilment in revisiting shoes, clothes and accessories that they eventually sought to professionalise what was initially just a temporary occupation. The couple then moved to the north of India, Tara's country of origin, and the idea of creating a brand continued to mature in the minds of the young parents. "We discovered the beauty of the Himalayas and that's where the brand was really born", recalls Jonathan. In fact, Alēo was a village in the heart of the mountains where the couple's little boy was born, that gave the name to the leather handbag brand. In the end, it was in Ireland, Jonathan's home country, that the Alēo brand would see the light of day in 2022.

 


A sustainable and responsible brand


This creation, which took place step by step in the four corners of the world, inspired the two founders, who draw inspiration from this journey, these cultures and these landscapes to design their products. Sensitive to respect for the environment and slow fashion, they wanted to make Alēo a brand that sets an example in a society where fast fashion is omnipresent. In fact, the materials used to make the bags are sourced in the most responsible way possible, the brand ensures the traceability of all its leathers and any offcuts are reused in subsequent productions. What's more, Alēo seeks to emancipate itself from ephemeral trends, in order to design products that are more sustainable over time and in a spirit that corresponds to the founders' state of mind. "There was no hectic pace of life, but rather a quiet life in the heart of the mountains, a vast and healthy space for both body and mind. You had to immerse yourself in this atmosphere every day, soak up the surrounding nature and meet the locals. We want our brand to reflect that experience," adds Jonathan. As a result, the leather bags are almost entirely handmade in India, promoting traditional craftsmanship and helping local people to develop their businesses.

 

 

A bold and elegant style

 

 

Alēo's strength lies in its ability to combine ethics and eco-responsibility with style. Indeed, the young brand offers handbags or shoulder bags with bold, modern designs, classic shapes but always with surprising finishes, textures and details. More than just an accessory, these bags are a real fellow traveler, at work or in the evening for modern women looking for quality, elegant bags that stand out from the crowd. If the Autumn-Winter collection allowed the brand to assume its style, the Spring-Summer collection will build on this impression, with a family, eco-responsible and supportive DNA still asserted and more intrepid colours. So Alēo is the brand to watch at the start of 2024.


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