One of a few handful of "slow fashion" designers residing in San Francisco, Venezuela-born Sharareh Lotfi started her label, Lotfi, in January 2011, designing textiles featuring her hand-drawn prints and stitching the pieces by hand in a little studio in the city. "I started Lotfi as a way of bringing together my love of textile patterns and simple, easy to wear, elegant clothing," she explains. "As I've become more and more aware of the environmental impact of fast fashion, I also wanted to create something that incorporated a sense of the artisanal—garments created on a small scale, using organic fabrics, and chemical-free dyes and pigments." See how it all transpires sartorially in the local label's fall 2011 lookbook, which features prints inspired by a "Persephone in the Underworld" theme, set against a backdrop of original illustrations by artist Chris Koehler. Like what you see after the jump? Check out the full lookbook and find out where you can buy the print-tastic, Made-in-S.F. label here!
This Major British Brand Just Radically Changed Its Strategy