FASHTALKS WITH ETHICAL LEGEND

What inspired you to become a designer?

More than a designer, I consider myself a creator. A long time ago, I had the desire to create something of my own, to share my vision of art with more people. I was not feeling fulfilled in my previous job—I was lacking creativity and that feeling of a "hands-on approach." I have always loved scarves and wearing them in multiple ways, so in the middle of a rainy night during the pandemic, I decided to take a paper and a pencil and started to design… what? Scarves!

How did the brand's name come to be?

The brand's name is E Legend, which means Ethical Legend. "E" stands for Ethics, Ecologic, and Electronic. The idea here is to tell an ethical "story" in the slow-fashion industry.

When was your first industry experience, and how did it impact you?

It all started when we began looking for the first fabrics in the north of Portugal. Knock, knock—and slowly, doors started to open for us. "Who are you?" they would ask, and we would kindly answer, "the company E Legend," as if we were a company with a long history. I mean, we had to play the game! In Portugal, and I believe it's the same worldwide, it is very hard to start a small brand. The factories are only interested in the "big fish"—meaning companies that hire them to produce massive quantities of products, normally managed by fast-fashion producers—instead of small, exclusive collections like ours in the slow-fashion industry.

What did the beginnings of Ethical Legend look like?

Beginnings are always scary and exciting at the same time. Everything was so new, and I remember the feeling of showing my first collections to my first customers. It is impossible to describe in words the rewarding feeling of seeing people's eyes shine as they looked at my creations! Ethical Legend is now two years old, and the future looks bright. The brand is already present in Portugal, Spain, Costa Rica, and more recently in Rio de Janeiro, Brazil.

How is it creating new clothes and accessories out of reusable "dead-stock" fabrics?

It is our only way to work. We only use leftovers from old collections that were abandoned in Portuguese factories. What we do is visit these small local factories, check the quality of the fabrics available, and rescue them. After purchasing them, we work together with Portuguese professional seamstresses to give those fabrics another life and create brand-new pieces from them.

What was the toughest circumstance you overcame when just starting out your business?

In our first year, our first collection was made in collaboration with a Portuguese seamstress. No factory accepted making such a small quantity of products and models. It was hard to find someone I trusted, but this woman was recommended by a friend of a relative who used to work in the textile industry. 

For months, she worked with us from the comfort of her home. She was already retired, and just a few days before launching our very first collection, she almost abandoned us (myself and the brand's project). In the textile industry, it is known that delivery dates are rarely respected, so we must anticipate problems by setting earlier deadlines to protect our customers. Luckily, she stuck with us until the end!

What did I learn from this? Don't put your eggs in one basket, diversify—always have a Plan B, C & D!

How would you describe the style of your brand?

Minimalist, boho, and nature-inspired. Lots of watercolors in pastel tones, as well as expressive forms of nature elements such as the ocean or the sun.

What brand values are most important for Ethical Legend?

Sustainability, upcycling, eco-fashion, ethics, slow fashion, cruelty-free practices, women’s empowerment, and local production.

How important is sustainability to your brand?

Sustainability is our core, our drive. We created E Legend to tell an ethical story in the fashion industry, to inspire people to live a more sustainable lifestyle where less is more. We should buy more ethically, more minimally, and more intentionally.

"We should buy more ethically, more minimally, and more intentionally."

What sustainable measures has Ethical Legend taken to better the environment?

E Legend works exclusively with "dead-stock" fabrics—leftovers abandoned in Portuguese factories. We give these fabrics another life by creating timeless pieces that do not change with trends.

Beyond our products, we are actively involved in conferences about the circular economy, collaborating with universities and other companies to educate younger generations about the importance of recycling and avoiding unnecessary production. After all, we won’t have a Planet B!

We have also organized beach clean-ups in partnership with Portuguese surf schools, where we gathered families and people of all ages to collect plastic and other waste from the sand and place them in recycling bins.

What sets your brand apart from the rest?

When you think of scarves, you probably think of Hermès, Dior, Versace, or Gucci—all premium brands that produce silk scarves. On the other hand, instead of using traditional silk, which isn't aligned with our fully sustainable mission (silk fiber is made from an animal, the bicho-da-seda), our scarves are produced with upcycled materials that already exist on the planet. We don’t produce anything new—we transform what already exists into recycled satin fabric, giving them a second life.

If you could go back and tell yourself one thing before beginning your career, what would it be?

I am quite satisfied with the path I have taken so far. I have faced many challenges that led me to where I am now. I believe an entrepreneur needs exposure to different experiences, industries, and ways of working to learn quickly.

What has been your biggest accomplishment to date?

Acquiring my first client was the most gratifying accomplishment.

What is the most important thing you would like your brand to be recognized for?

For being ethically handmade in Portugal, in a controlled and safe environment. One thing is certain—we will continuously work on improving our sustainability metrics, always searching for new and better ways to be more environmentally friendly.

"One thing is certain—we will continuously work on improving our sustainability metrics, always searching for new and better ways to be more environmentally friendly."

What do you envision for the future of Ethical Legend?

To grow internationally and create new collaborations with ocean and nature institutions.