A Big Step (and a Little Goodbye) 😘
Dear Aesthetic Laundry Family,
As many of you know, Aesthetic Laundry was born in my bedroom almost ten years ago — and what a journey it’s been. From those humble beginnings, it grew into a thriving studio with a small but mighty team, then into a limited company, all built on the pillars of ethical production, size inclusivity, and a deep love for creating beautiful, conscious clothing.
Joss and I poured our hearts and souls into it from day one. We set out to right the wrongs of the fashion industry — one garment at a time. From ensuring fair wages for our seamstresses to sourcing fabrics ethically (often from local or deadstock suppliers), we’ve always tried to put people and our planet first.
One thing I’ll always be especially proud of is our commitment to inclusivity — like the big epic shoot with models of all shapes and sizes, or working with the amazing Ausra to offer lengths and pattern adaptations that made more people feel seen. We didn’t build the perfect MTO model (far from it), but Joss and I worked hard to create fashion that was inclusive without being wasteful.
And now, I’ve made a big decision.
My tenancy is ending at the flat I moved into during Covid — the one just a stone’s throw from the studio. The landlord offered me another flat while they renovate, but for the first time, I paused. I asked myself:
What if I didn’t renew? What if I didn’t plan my next move around AL? Could I even relocate to another city?
That small question led to something bigger: a new era for me, and a somewhat open future for AL. By letting go of my flat, I’m also letting go of the studio. And that means we’ll be wrapping up our production.
Aesthetic Laundry isn’t being sold or shut down exactly — but we won’t be making clothes anymore, at least not for now. I don’t know what AL will look like in the future. Maybe I’ll return to it in a year, or ten. Maybe I won’t. I’m giving myself permission not to know — and that, to me, feels exciting
Joss and Ausra have both been incredible while I’ve tried to figure all this out — supportive, kind, and never once putting pressure on me. Ausra will soon be starting her own new adventure too, and I couldn’t be prouder of her.
As for me? This moment feels like an opening — a chance to finally feel free. Free to explore the ideas and interests that have been quietly sitting on the back burner. Maybe I’ll write a book, start a podcast, pick up DIY again, explore TV and media… or something completely unexpected. And yes, there will definitely be time for guinea pigs.
For now, I’m stepping away. But the values of AL — slow, conscious, inclusive, fun fashion — will always stay with me. And I’ll continue to champion brands who share those values, even if I’m not the one making clothes anymore.
With love,
Heidi x
