SUSTAINTABLE FASHION: La Tiendita
¨I came to Tulum looking for inspiration. This has always been the engine of my life and of everything I do. Without experiences, people and places that inspire me, I cannot be happy, and definitely arriving in Mexico has been my greatest source of inspiration in life.”
– Noelia Pretini, Sustainable Fashion Entrepreneur.
How did your project La Tiendita come to be in Tulum? What sets you apart?
Together with my best friend Francesca we opened our first store together 5 years ago “La Tiendita” and soon after we started to develop our own brand of women’s clothing and home textiles “La Nativa Collection”. A year later, together with her and Evelyn, we undertook the challenge of opening a men’s store “In The Middle” and with it also our own clothing brand.
At that time, Tulum still did not have the wide variety of products and stores as there are today, and for us it was important to be able to start projects that stood out. All our production is handmade in Tulum. We are a brand that aim at low volume production, handcrafted and hand washed with great care.
What defines your personal aesthetic, how does this bleed into your brand aesthetic?
I love dressing simply, but I have a very particular taste and a romantic and minimalist style. I like to combine textures, with neutral colors and natural materials. It was always important for me to show my passion for making things look beautiful with simple details. In the case of La Nativa Collection, the brand started with very classic and simple pieces and day by day we were creating pieces with more details inspired by typical Mexican garments, using resources such as ruffles, belts and elastics.
With In The Middle we developed garments that can adapt to any type of personality. It has been a great challenge for 3 women to create a brand for men and every day we are learning more, trying and always being attentive to the feedback from our customers. We want them to feel comfortable, with a casual but elegant style. The fabric that we choose is Linen, as it is one of the most sustainable, noble and durable fabrics.
We want to create pieces that do not adhere to any fashion and that can be combined with each other. Today I feel that I can dress in thegarments that I always dreamed of, knowing that they were made by hand with a lot of love, by people whom I admire and respect, and thatis the most beautiful gratification of my work.Our design and tailoring team is amazing.
What made you move to what was once a small town like Tulum?
I came to Tulum looking for inspiration. This has always been the engine of my life and of everything I do. Without experiences, people and places that inspire me, I cannot be happy, and definitely arriving in Mexico has been my greatest source of inspiration in life.
My experience living and learning more about fashion in Tulum definitely changed my perspective on materials and workmanship. Francesca before being my partner was my boss for two years and she was my main mentor teaching me about organic and quality fabrics. I learned a lot about the difference between industrial brands and independent brands. This is why today we choose to be a brand that aims mainly to work with local people, with fair treatment and using natural materials. A place as beautiful as this definitely makes you want to do your best to take care of it and preserve it.
Are you interested in creating a whole experience around your clothes?
I want people who choose to buy my clothes to know that behind each garment there is a lot of history, a lot of love and a lot of work. Behind each product there is a chain of people infusing a lot of energy into each piece. The idea is to create awareness that you are wearing a garment made with great care, that the hands of many people who work in good conditions, are paid well, and this is what is reflected in the pieces. Creating awareness and spreading love and passion is the experience we want to create between our brand and consumers.