elliot organics.

Founded by British designer and environmentalist Alex Elliot, elliot. is more than just a clothing brand. It represents a movement toward creating beautiful, comfortable, and sustainable fashion that respects both people and the planet.

"I’ve been lucky enough to design for some great brands and to live and work in some of the most exciting cities in the world," says Alex Elliot founder of elliot. The designer's journey into the fashion industry wasn’t a typical one, nor was it a straight path. Over the years, Elliot's discomfort with the environmental impact of fashion deepened, especially during her stint in fast fashion. "I came to fast fashion a few years before I launched elliot., on a freelance contract; I didn’t know it would be a life-changing decision!" she admits. That pivotal experience, witnessing the unsustainable nature of the industry—mountains of clothes destined for landfill, the pressure on suppliers—led her to create elliot.

"I wanted to design and produce in ways that wouldn’t harm our environment or exploit workers," Elliot explains. Her goal was simple yet bold: create something better, "without compromising the end product," a message she hopes will inspire others to reimagine the fashion industry's future.

The idea for elliot. began with something as everyday as underwear. Alex Elliot, like many women, struggled to find the perfect briefs: simple, stylish, and sustainable. "I had been looking for new briefs for myself, and I just couldn’t find what I wanted. The right underwear can make you feel amazing," she says, adding that for her, comfort didn’t mean lace or synthetic fabrics—it meant clean, natural cotton. When she couldn’t find what she was looking for, she decided to make it herself.

www.elliotorganics.co.uk @elliot.organics