The brainchild of Canada-born Chelsea Claridge, Caalo Studio is a new line of unisex outerwear that will make its debut with a fall 2019 collection, Claridge shares her inspiration and vision for label, one that is rooted in the concept of minimalist and gender-free styling as underpinned by an emphasis of making use of sustainable materials.
Snobette:How did the idea for CAALO Studio come about?
Claridge: “Coming from Canada, the winters are long, cold and wet. I’d always get that feeling when winter rolled around that I was stuck with the same type of bulky jacket to keep me warm and dry. How could something that functioned, but still looked chic not exist? So after designing in New York for 10 years, I decided to go out on my own and create it.”
Snobette: What does CAALO stand for?
Claridge: “CAALO stands for thoughtfully designed and produced clothing. Our jackets are non-gender specific and encompass a level of transformability to allow you to get multiple looks, both functional and aesthetic, from one piece. We believe in high-quality materials and production to ensure our garments last for many seasons for both value to the customer and to keep waste out of landfills. We work with ethical factories that pay living wages and using materials such as RDS-certified sustainable down. For me, it’s about being thoughtful throughout the entire garment life cycle.”
Snobette: As a young brand what’s been your most daunting challenges and greatest successes so far?
Claridge: “Two big ones are deciding where to spend money versus when to hold back, and knowing where to invest your time in versus when to ask for help. As you grow, you can’t do everything yourself so it’s important to know your strengths and weaknesses.”
Snobette: What are your thoughts on celebrity endorsement for pushing fashion?
Claridge: “It has become a big part of the fashion industry and there are pluses and minuses to it. It can bring great exposure to up and coming brands, however, sometimes there doesn’t seem to be a clear connection between the brand and the celebrity. I think it makes the most sense when the celebrity aligns with the brands values and the partnership happens more organically.”
Snobette: Who would you like to see in CAALO?
Claridge: “I’ve always loved the style of New York-based stylist Brie Welch. I would love to see her in CAALO one day!”
Snobette: When is the line available at retail?
Claridge: The collection will be in stores and online in August 2019. We’ll also be offering limited pre-orders in the summertime for select customers at. The line ranges in price from $790-$1,490.
Check out a lookbook for the first collection below.
