Interview with Clara Lago, founder of Pitusa

As the summer comes to a close, we are reflecting on one of our best-selling beach brands of 2016. It seems like Pitusa has been popping up on our Instagram feed constantly from every corner of the globe, as well as on half the cast of Made in Chelsea! It's no surprise, their dresses are extremely comfortable, and come in so many different colours and styles that it would be hard not to find something you love. We chatted to Clara Lago, founder of Pitusa, to find out a bit more about her brand, and what it takes to build a successful sustainable business. 


(Clara Lago, founder) 

Ethical Collection: What is it that makes Pitusa sustainable?


Clara Lago: we work only with factories that comply with international Fair Trade standards determined by the WTO (World Trade Organisation). We support and encourage women-owned factories to encourage gender equality in the countries in which we are manufacturing, and wherever possible we use "green" fabrics. 


EC: What are the challenges you've come up against in your journey to launching a sustainable clothing brand?


CL: Sustainable fabrics tend to be more expensive and we do strive to be an affordable brand!


EC: You have already achieved so much for your brand in such a short space of time, what do you think have been the key factors in this?


CL: Thank you. Key factors would be having a strong product at an affordable price, an amazing team, from our in-house team to my amazing distributors we work with, and having a clear identity with every product we design. 


EC: Are there any exciting projects you have in the pipeline that you would like to tell us about?


CL: We are beginning to design collections that are not solely for the beach but also loungewear and general summer dresses. We are also starting to use woven fabrics such as cotton gauze and silks. 


EC: What is the future of the fashion industry in terms of sustainability, and what do you think still needs to be done?


CL: I think we still have a long way to go in educating the public as to why they should pay more for a sustainable fashion brand over a non-sustainable product. People are more concerned with pricing than sustainability. I [also] think Governments should give larger tax deductions for companies using sustainable products. 


We love that Clara has created a brand that strives to make all women feel beautiful and empowered, while maintaining social and environmental responsibility throughout the supply chain. She has been clever in her design too, ensuring that year on year her dresses will always look effortlessly cool, no matter the current seasonal trends.

I may be feeling slightly down that the weather in London no longer permits wearing my Inca Abaya literally everywhere, but to my fellow UK customers who are in the same boat, do not fret! Pair you Pitusa jumpsuit with a chunky knit cardigan and thick socks, sit in front of a fire place with some hot chocolate and enjoy feeling cosy all winter long. If you're lucky enough to be getting a bit of winter sun, or are one of our Southern Hemisphere customers, Pitusa really is your go-to staple brand for the beach. Head over to our Resort Wear page to browse their best-selling collection!  


Written and edited by Louisa Henson 


Just added to your cart:
Excl. postage 
My Bag
Just added to your wishlist:
Excl. postage 
My Wishlist
Numerical 1 2 2 3 3 4
UK 4 6 8 10 12 14 16
US 0 2 4 6 8 10 12
IT 36 38 40 42 44 46 48
FR 32 34 36 38 40 42 44
AUS 4 6 8 10 12 14 16
DAN/GER 30 32 34 36 38 40 42
RUSSIA 38 40 42 44 46 48 50