BEHIND THE BRAND

Ama Thea The Label was born from a shared vision between two sisters: to create something truly meaningful, rooted in purpose, and built on values we deeply believe in. From the very beginning, our goal has been clear—to build a brand that respects the planet, celebrates women in all their diversity, and stands against the wasteful, fast-paced nature of traditional fashion.

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We’ve always loved fashion—not just for how it looks, but for its power to express identity and tell stories. But as we became more aware of the environmental and ethical cost of mass production, we knew there had to be a better way. We wanted to reimagine what fashion could be: not disposable, not trend-driven, but thoughtful, conscious, and long-lasting. That’s where Ama Thea The Label began.

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Everything we create is rooted in slow fashion. For us, that means crafting pieces with care, love, and integrity—designs that go beyond seasons and trends. Each garment is carefully considered, from the choice of fabrics to the final stitch. We want the pieces you purchase from us to last—not just physically, but emotionally. We design timeless silhouettes and inclusive fits that flatter real bodies, because beauty exists in all shapes and sizes.

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We don’t believe you should have to choose between ethics and elegance. Our designs are made to feel luxurious, using premium, sustainable materials that are kind to your skin and kinder to the planet. We’re intentional with every step of our process, and we work hard to ensure that nothing goes to waste. That’s why we produce in limited quantities and offer a made-to-order model—so each garment is created especially for you, helping us minimise overproduction and reduce our environmental footprint.

What makes this even more special is that we’re personally involved in the creation of every single garment. Every style is designed, developed, and handcrafted in-house at our London studio, where we oversee the process from start to finish. Being hands-on allows us to ensure the highest quality while staying true to our values every step of the way.

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Any leftover fabric from our collections is repurposed into beautiful, functional accessories like scrunchies and headbands. When repurposing isn’t possible, we ensure all remaining materials are sent to be sustainably recycled. We also make it a point to use deadstock fabrics—high-quality, unused textiles that would otherwise go to landfill. These allow us to create exclusive, limited-edition pieces while conserving valuable resources like water, energy, and raw materials.

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For our swimwear, we’ve chosen to work with ECONYL®, an innovative regenerated nylon made from waste like discarded fishing nets, carpet fluff, and industrial plastics. Using this material helps us reduce pollution in our oceans and give new life to resources that would otherwise cause harm. It’s just one of the ways we strive to turn waste into something beautiful.

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When it comes to printing, we opt for water-based inks, free of harmful chemicals, to reduce our impact even further. Most of our printed designs are created using deadstock print fabrics, allowing us to breathe new life into forgotten materials.

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We’re proud to employ a talented team of machinists who work on-site in fair, safe conditions and are paid a competitive, livable wage for their skill and dedication. We’re a small team, and we work closely together—side by side—pouring intention and care into every garment we produce.

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We know that building a sustainable wardrobe isn’t about buying more—it’s about buying better. That’s why we focus on creating seasonless staples that will serve you year after year. These are pieces made to be loved, lived in, and cherished—not tossed aside when trends shift. Every choice we make is guided by our belief that fashion should empower, not exploit.

More than anything, we want you to feel proud of the clothes you wear. When you choose Ama Thea The Label, you’re not just supporting a small, independent brand—you’re joining a movement toward fashion that values quality over quantity, people over profit, and purpose over trends.

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So thank you—for believing in something different. For shopping with intention. And for walking with us on this journey toward a more conscious, compassionate future.

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With all our love,
Ama Thea The Label team