Fashion for Life, This is Abae

 

Time is up. It's 2025, the planet is on fire, and people and animals are suffering. Forget climate pledges, sustainability goal setting or defining ethical goals, today we make a change. A clothing brand for all genders, sizes and seasons. A brand built around a love for planet earth and all who inhabit it. A longed for solution for likeminded individuals, the changemakers, the dreamers/activists. Lifetime clothing for all your tomorrows, to ensure their tomorrow. Together we can change the future, today we bring you Abae - Actions Before Anything Else.

 

Our Story & Mission

We are Abae – Actions Before Anything Else. 

 

No climate pledges, sustainability targets, recycled yarn initiatives or plans to pay our factories a fair wage. These choices should be the basic requirements for all clothing brands.

 

With the strongest ethics already at our core, our brand is built to change the fashion narrative, to prove that there is a fair future for people, planet and animals. A brand created for all genders, sizes, ages and lifestyles, a vote for the kind of world you want to live in. Celebrating the aged beauty of loved clothing, sharing stories of our joint goal.

 

Together we can make this change, welcome to Abae - fashion for life. A longed for solution for those that demand better - better ethics, longevity and values - likeminded individuals, the changemakers, the dreamers/activists. Lifetime clothing for all your tomorrows, to ensure their tomorrow. Together we can change the future, today we bring you Abae - Actions Before Anything Else.

 

                                  A new look at fashion, the antithesis of throwaway Fast Fashion, this is Fashion for Life, this is Abae.

 

Meet the Team

Emma

Co-Founder
With over three decades of experience in the global retail industry, Emma has led buying and design teams for some of the world’s most recognized fashion retailers. Her career has been defined by a passion for doing design the right way-with respect for both people & planet. At Abae, she brings this vision to life, proving that fashion can be ethical, beautiful, and enduring. Emma’s commitment is simple yet profound: to create timeless womenswear that protects our future while celebrating the women who wear it.

Asim

Supply Chain Oversight

A trusted partner and friend for decades, Asim ensures that every stage of Abae’s production in India reflects the highest ethical and quality standards. Having collaborated with leading international retailers, he brings deep expertise in supply chain management and a relentless focus on responsibility. From the sourcing of fabrics to the craftsmanship of the final garment, Asim safeguards both the excellence of our products and the wellbeing of the skilled artisans who make them. 

Design Team

London & Tirapur

Creativity knows no borders, and neither does our design process. Split between London & Tiruppur, our design team works in constant collaboration, exchanging ideas and refining details to create womenswear that is both timeless & contemporary. In Tiruppur, highly skilled artisans bring these concepts to life with unmatched expertise, turning sketches into garments designed to last a lifetime. Together, this cross-continental team ensures that every Abae piece carries both global perspective & local craftsmanship, united by a shared belief in fashion for life.

Care, Repair & Rewear

At Abae, clothing is made for life — to be cared for, repaired, and reworn.

 

Care: Wash less, air more. Spot-clean when possible, wash cold in full loads, and line dry to save energy and preserve your garment’s shape.

 

Repair: Every mend adds to your garment’s story. With spare patches, buttons, and simple designs, repairs are easy and beautiful — from hidden stitches to visible mending inspired by Kintsugi.

 

Rewear: Our timeless, adaptable pieces are designed to grow with you and be shared across generations, ensuring longevity in both style and spirit.

Our Ethical & Sustainable Practices

We are committed to ensuring safe, fair, and dignified working environments for everyone involved in making our garments.

 

We use 100% GOTS-certified organic fabrics and natural dyestuffs, ensuring that both workers and surrounding communities are protected from harmful toxins. Conventional textile production exposes workers to dangerous chemicals that have been linked to skin disorders, respiratory illnesses, and cancer — while polluting local ecosystems through toxic wastewater.

 

Our partner factory operates with a closed-loop wastewater management system and a cold-batch natural dyeing process, guaranteeing that no harmful substances are released at any stage of production.

Fair pay is not a privilege — it’s a right. Yet globally, less than 10% of garment workers earn a living wage.

 

At Abae, we go further:

Every worker in our partner factory receives Living Wage + 50%.

 

For every garment made, we contribute an additional 15% of its cost price into our Meducate Fund, supporting education and medical aid for workers and their families.

This redistribution model ensures that the people behind our garments share directly in the value they create.

 

Our Profit Redistribution Model
Customer Purchase → Abae → Living Wage + 50% for Workers + 15% Meducate Fund

The most sustainable garment is the one you already own. Doubling the number of times a garment is worn reduces its emissions by 44%.

We design with longevity in mind, using the finest quality fabrics & finishes. But with age comes beauty & repair is part of the story.

Inspired by Kintsugi, the Japanese art of mending broken pottery, we encourage you to embrace visible repairs as symbols of care and resilience.

 

Every Abae piece includes a garment care package with links to our specialists, guiding you through simple mending techniques. We also host regular virtual mending workshops, creating a space for our community to come together in reflection, conversation, and craft.

For those short on time, we’ve partnered with skilled menders near you - simply enter your postcode to find local repair services.

We would love to see how your clothing evolves over the years. Share your mending stories and photos with us on social media @xxxx or email us at xxxxx.

Community & Creative Spaces

Mending Workshops

A time to reflect, a time to repair, a coming together of likeminded people in our Abae community. 

Join us for an hour of mending clothing (all brands welcome!) and celebrate their story unique to you.

Community Playlist

Tune into our community playlist inspired by the elements: water, air, earth, planet, stars, sky, green, grass, sea, rainbows, sand, stones, birds, fish. Send us your song ideas on social media or via email!

Speakers & Podcasts

Join us for insightful sessions with industry experts-

Meet the Makers (factory workers sharing recipes/cultural differences), natural health, yoga, thrifting, and more!

Music Sessions

Enjoy live music sessions featuring new bands, artists, musicians, buskers, and music students. 

A vibrant space for creativity & connection. 

New Bands & Artists Musicians & Buskers
Music Students Showcases

Free Shipping

Free shipping on any order of $150 

or more.

Full Refund

If your product aren’t perfect, return them for a full refund

Secure Online Payment

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worldwide