ATFL Story

Here is the full story. 

 Coming from a fashion background of over a decade, I always found myself toying with the idea of getting back into the industry as I adore creating, it literally gives me life. It was of upmost priority to me that it would be an ethical brand and something that gave the customer a boost in more ways than one!


This brings me to September 2019 and a very interesting and synchronistic phone call with a dear old pal back in my fashion days. I didn’t know it then, but this call would be the very thing that would bring ATFL to life! After months of research, visiting warehouses, I decided to develop my own ethical fashion line with a difference by only using end of line or slightly faulty stock batches from different warehouses across Ireland. 


At the same time, I was still going to my CBT sessions and weekly colour therapy appointments. Colour became such a huge part of my recovery and I wanted to use this within my designs and colour palette of the brand. My first quotes were my daily affirmations my son Max and I would say in the mirror every day. BE KIND, STAY HOPEFUL, YOU MAKE A DIFFERENCE. 


Sourcing end of line stock isn't as easy as it may sound. You are dealing with a lot of different people, warehouses and of course unlike other brands you don’t have the option of always getting your best-selling colours and quantities you want and need. Resulting in limited batches and constant changing of colours and designs. It really is a new way for running a fashion brand. It entails a lot of work, but I wouldn’t have it any other way. 

This brand is not only doing good for planet (something that was very important to me) but also helping others that have similar battles with their own mental health because I am sharing and being open about mine. By using the positive quotes and the colour pallet from my therapy sessions ATFL is now lifting moods EVERYWHERE and I couldn’t be happier.



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