From Fast Fashion to Pioneering Sustainable Design - Isabel's Evolution.
Interview with Izabel Ruiz, designer behind Alameda
In the latest issue of Rowdy, we’re bringing you a conversation with one of the most exciting voices in the sustainable fashion scene. Meet Isabel, the designer behind Alameda, a brand born out of a desire to break free from the fast-fashion cycle. With a focus on creativity, sustainability, and storytelling, Isabel’s pieces are not just garments but expressions of her unique vision and values. In this exclusive interview, Isabel opens up about her journey from the world of fast fashion to creating her own label, the challenges she’s faced in balancing creativity with business, and how the city of Barcelona continues to influence her designs.
From sourcing deadstock fabrics to na- vigating the complexities of ethical production, Isabel’s insights provide a fresh perspective on what it means to build a brand with purpose.
Get ready to dive into the world of Alameda— a brand that’s redefining what fashion can be.
Marta: Hi Isabel, thanks for taking the time to chat today. How are you feeling?
Isabel: I’m good, just a little tired—it’s that time of the month! But excited to be here.
Marta: I get it. Let’s keep it light then. So, let’s dive into your brand, Alameda. Rebirth is such a core theme for you. How did your journey in fast fashion lead to starting your own label?
Isabel: Fast fashion was my first job, and at first, I loved it. But over time, I realized my values didn’t align. By my late twenties, I knew something had to change. It was during COVID, when everything slowed down, that I had the time and space to shift. That’s when Alameda really started taking shape.
Marta: That’s so relatable. I started Rowdy after that too. It seems like COVID forced a lot of us to rethink our paths. How did that shift affect your first collection?
Isabel: My first collection was raw and free. I wasn’t thinking about commercial constraints, just pure creativity. Looking back, it was a bit naïve, but that’s what made it special. Over time, I’ve had to balance creativity with practicality, but that first collection was all about unfiltered expression.
Marta: I’d love to see those pieces! So, deadstock fabrics are a huge part of Alameda. Any memorable stories from sourcing?
Isabel: Oh, definitely! Once, I was in Sabadell, picking up fabrics for a shoot, when I accidentally locked my keys in the car—along with all the samples! It was winter, I was freezing, and had no phone. My boyfriend had to drive out with the spare keys. It was chaos, but also kind of funny in hindsight.
Marta: That sounds like a total adventure!
How do you balance creativity with fabric limitations?
Isabel: It’s a constant challenge, especially with small quantities of materials. In summer, it’s easier—smaller pieces work. But in winter, it’s trickier. I’ve learned to trust my instincts and adapt. Sometimes, I have to let go of a design and work with what’s available, which pushes me to be more creative.
Marta: That adaptability is key. And how does living in Barcelona shape your brand and community connections?
Isabel: Barcelona definitely influences my style, even if I don’t consciously realize it.
RAW AND FREE.
The textures, colors, and how people dress here seep into my designs. It’s interesting, though, because people worldwide connect with my pieces, which is amazing.
Marta: That’s the beauty of it! Now, running a fashion business while staying true to your values— what’s been the toughest part?
Isabel: The biggest challenge has been the shift from fast fashion to running my own brand. It’s a balancing act between sticking to my principles—like sustainability—while also making sure the business stays afloat. It’s been a tough, ongoing process, but it’s worth it.
HOW DOES LIVING IN BARCELONA SHAPE YOUR BRAND AND COMMUNITY CONNECTIONS?
Marta: It sounds like it’s been a journey of constant learning. And what about your moment of realization—when did you first think, “I’m going to be a fashion designer”?
Isabel: I always felt something wasn’t right working for other brands. I wanted to align
my career with my values. The switch wasn’t easy, but I knew I had to make the leap. It meant giving up stability, but it also gave me a sense of purpose.
Marta: I can only imagine how big of an adjustment that was. And how do you manage to stay true to your aesthetic with all the fast-paced trends around?
Isabel: I keep an eye on trends, but I don’t let them dictate my designs. Alameda isn’t about following trends—it’s about creating pieces that feel right for the moment. That’s why last year’s Halloween-inspired black lace piece felt perfect for that season, but the summer collection is all about joy and lightness.
I KEEP AN EYE ON TRENDS, BUT I DON’T LET THEM DICTATE MY DESIGNS.
Marta: It’s all about intention. I think your customers really connect with that. So, with your focus on storytelling, how does that play into your design process?
Isabel: Storytelling is everything. Sometimes inspiration hits randomly—like when I watched Daisies, a 60s Polish film, and it sparked an idea. I let the concept sit with me, and if it resonates, it becomes part of the collection. The current winter collection might subtly hint at that vibe, but it’s not an obvious reference.
Marta: I love that. And how do you feel about greenwashing in the industry?
Isabel: It’s a joke. Brands like Zara can market “recycled polyester,” but it’s not sustainable if their business model doesn’t change. It’s just a gimmick. The real solution is buying vintage or secondhand.
Marta: Totally. And I think people are slowly starting to understand that. Now, any advice for designers wanting to move away from fast fashion?
Isabel: Take your time and get your finances
in order. Creativity is the easy part, but turning that into a sustainable business is hard. Build a network of people who support you—creatively and practically. Surround yourself with mentors, friends, and collaborators. And just go for it.
Text: MARTA MARSZALEK
Photography: STANISLAV RALKO.
At STOCKTEXTILES.