Aleo: Slow and sustainable

“You can trace Aleo back to when Tara and I first started dating,” co-founder Jonathan Jordan tells me. Now married, the pair crossed paths in Sydney almost nine years ago and quickly realised their mutual interest in fashion. Ideas began bubbling right away. “It started out as a passion project, but when Covid hit, we decided that if we were ever going to do it, now was the time.”

Aleo employs slow fashion principles in the creation of modern and timeless bags. Utilising high-quality artisanal craftsmanship, securing eco-friendly supply chains, and sourcing the best available Italian leather, Aleo took the time to ensure every step of the process aligned with their beliefs. “Sustainability is a vast concept,” Tara says, “But we’re trying every day to make the right decisions.”

Jonathan credits Tara as the “creative genius” behind the design, while he covers communications, admin, and sales – but what is it really like running a business with your partner while raising two children? “We are always aiming to make our jobs a fresh and enjoyable process,” Jonathan says. “The fun we had on that first night in 2020 has become a guide for how we work. We’re still finding that balance and allowing ourselves to prioritise what we need to.”

Taking their brand name from the village in the Himalayas where their son was born, Aleo is a brand etched with moments and memories from a life shared, pulling from experience and that’s informed this couple’s world. From colour stories inspired by sunsets in India, where Tara was born, to bags named after suburbs the pair used to live in, that personal element is woven in with beautiful subtlety.

“We don’t want to lean on straightforward dynamics in terms of colorways and current trends. We’re trying to create a brand that’s authentic and speaks of our journey, staying true to who we are.”

In one year of business, and with their SS24 collection recently launched, Aleo has already hit many milestones – it’s clear that the only way is up for these two. aleoeurope.com

This article originally appeared in the Spring 2024 issue of IMAGE.

IMAGE Summer 2024

The Summer issue of IMAGE is here, and we’re taking the longer days as an opportunity to slow down, take stock, and luxuriate in the lull that summer brings. From laid-back looks to in-depth reads, there’s everything you need to set you up for the season. Plus: * Warm-weather style * Boho is back * In studio with Irish designer Sinéad O’Dwyer * Career success stories * Growing and foraging * Women in music * Reframing divorce * Tackle your tiredness * Summer beauty favourites * Bringing the outdoors in * Irish eco escapes * Garden getaways * and so much more… 

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