9 minute read
WILLA PHOENIX ELEGANCE AND SUSTAINABILITY
As the founder of Willa Phoenix , a brand celebrated for its stylish and sophisticated shoes and accessories, Abby Barroll Brown has redefined what it means to be chic and cruelty-free, while seamlessly marrying luxury with ethics. Launched in 2021, Willa Phoenix showcases the finest in animal-free materials, designed in the heart of London and handcrafted in Italy. Abby 's journey from a traditional Midwest upbringing to a fervent advocate for animal rights and sustainability is both inspiring and transformative, reflecting a deep commitment to creating beautiful, highend fashion that is kind to the planet.
In our exclusive interview, Abby shares her vision for Willa Phoenix and the personal evolution that led her to start this remarkable brand. From her initial reluctance to give up meat to becoming a passionate vegetarian and ethical fashion entrepreneur, Abby 's story is a testament to the power of small, meaningful changes. She discusses the challenges and triumphs of creating luxurious, animal-free products and offers insights into her thoughtful design process. Join us as we delve into Abby 's world and discover how Willa Phoenix is proving that elegance and sustainability can indeed go hand in hand.
How has your vegetarian lifestyle influenced your approach to fashion and the development of Willa Phoenix?
My perspective on fashion has most definitely changed since I became a vegetarian. It may not seem obvious at first how the two are remotely connected. For me, it was over a somewhat long period of time gradually making small manageable and incremental changes to my lifestyle that dramatically changed my approach to fashion and ultimately the creation of Willa Phoenix . I was exerting a huge amount of time and effort thinking about what I was putting in my body so as not to consume animal products when it suddenly dawned on me there were multiple other ways I could change my habits to become a more conscious consumer in addition to restricting meat. I began looking at everything from the cosmetics in my bathroom trying to find vegan and cruelty-free alternatives, to my wardrobe, even my cleaning supplies- I dare say, age may have played a role as well. I am far less concerned these days about wearing what is the latest collection by the biggest names in the fashion industry that people are lining up outside the stores to buy. On the contrary- I, in fact, find great pleasure in sourcing new and upcoming designers who produce small unique individual collections. Willa Phoenix ’s debut collection “ Wanderlust ” was inspired by my love of animals and travel and an adopted ethos of buying better, buying less. My aim was to create a small capsule collection of shoes and matching clutch bags able to top and tail any outfit, any occasion, anywhere one may need.
What were some of the challenges you faced in creating high-end luxurious shoes without traditional leather?
I have to say I feel incredibly lucky to early on have found a wonderful factory with expertise in vegan leathers. So to that end I really have not had any issues creating shoes without leather. The biggest challenge came in the beginning as the concept of Willa Phoenix was conceived during COVID-19. It seems some time ago now, but looking back I do not think my intention was ever set out to specifically launch a brand as such. I was struggling to find vegan shoes in the market I would wear. The idea was simply to create something to my liking, and it then before I knew it, it took on a life of its own. As someone with zero background in fashion, I did not know how to draw, knew nothing about bio leathers, or even how to begin to manufacture a shoe! After sourcing a factory in Italy who were willing to work with me, we set out to produce the initial prototypes. As it was COVID and the postal system was not running, I had to choose the bio leather for my first two samples purely from PDF’s. I was not able to touch and feel the swatches so it was a bit of a risk when I gave the go-ahead to the factory to make them for me. To my absolute delight, I was thrilled with the result when I received them. They were so beautiful. I spent the next several weeks stomping around my house in what is now our Manhattans to see if they were wearable, comfortable, durable, how many holes did I need on the straps, what did I need to alter? It was definitely a process but one as far as the manufacturing, production, and quality goes has been amazing.
How has the market responded to Willa Phoenix since it launched and what have you received from your customers?
I have been incredibly humbled by how Willa Phoenix has been received. My limited impression of the fashion industry thus far has been nothing short of kind and inclusive. I think especially in the luxury and ethical space Willa Phoenix occupies, the other designers, stylists, photographers, etc have been beyond welcoming of the label and generous in their efforts to help in any way possible. The feedback from them as well as their clients has been gratifying. It is such a compliment when a stylist repeatedly requests Willa Phoenix for an event. It tells me they love the product as well as the message behind it. As for my customers, the same holds true. I have had customers who do not typically wear heels and were hesitant to purchase 5-inch ones at that. Having had to work really hard to convince them to at least try my shoes on, they are complete converts. These ladies are now the proud owners of 2-3 pairs and swear they are the only heels they will ever wear because they are the most comfortable stilettos they have worn. That to me is just the best. I may have started out by trying to create something to suit my liking in the shoe department but to have accomplished making them extremely comfortable is just a massive bonus for me.
I find great pleasure in sourcing new and upcoming designers who produce small unique individual collections
What advice would you give to someone looking to transition to a more sustainable and crueltyfree wardrobe?
I have had many a heated but friendly conversation with people on exactly this topic. There are those who believe once they go vegan and embrace a wholistic vegan lifestyle they need to clear their entire homes, wardrobes, etc of anything using animal products. I have huge respect for those committed to such a way of life. However, when it comes to the subject I have my own philosophy. I refer to it as the Revamp vs the Reuse. I could get rid of everything in my possession with animal products, clothes, shoes, furniture, etc and start all over by purchasing all of those things over again, but ultimately where do those things end up? For me, it just means people are creating demand for more stuff! There are a lot of things in my closet, for example, I would not today choose to buy again however, I do not see. if they are in perfectly good working order, the need to get rid of them. I choose to wear my clothes and when they have had their day will replace them with something more responsible. According to Earth.org of the 100 billion garments produced each year, 92 million tonnes end up in landfills. You do not need to reread that to understand what a dire statistic it is. There has never been a better time, more opportunity, or an easier way to be a more conscious consumer. Movements like Second Hand September , Shop your Own Wardrobe , Rent the Runway and others like it are more popular than ever. You do not have to transition your entire lifestyle all at once. My advice would be slow and steady wins the race. Trying to overhaul everything all at once can feel very overwhelming and ultimately could feel rather defeatist. When people ask me if it was hard to give up meat or make other changes in my life I always share this quote because it is exactly how my journey began and how it today continues. As Brendon Burchard says “First, it is an intention. Then a behaviour. Then a habit. Then a practice. Then a second nature. Then it is simply who you are.”
I choose to wear my clothes and when they have had their day will replace them with something more responsible.
What are your goals for Willa Phoenix in the next five years and what new developments can we see from your brand?
I think any small business´ main goal is just to survive! Statistically speaking, almost 50% of small businesses fail within the first 5 years so that is first and foremost our main goal. Survive and keep going!! Beyond that, obviously to expand our collection to add accessories such as belts, perhaps a shorter heel, and of course continue to explore new plant-based leather coming into the market.
