In the fashion-forward market of 2023, Palestinian entrepreneur Zein Altawil launched Yello, a brand that’s redefining the traditional abaya with a unique sustainable take on design-making. Inspired during the quiet of 2020’s quarantine, Zein spotted a glaring gap in the market for abayas that not only looked good but did good too.
Zein’s journey led her to design abayas using the most earth-friendly fabrics she could find. Every Yello abaya is made from biodegradable, hypoallergenic, and durable materials like sugarcane, oranges, banana fibers, and even pineapple shell waste. This not only sets a new bar for sustainability but also challenges the status quo of the abaya industry.
Yello’s dedication to the planet is clear in its meticulous approach to ethical sourcing and meeting high safety standards. But perhaps what stands out most is the brand’s significant steps in reducing carbon footprints and conserving water. Each Yello abaya saves about 12kg of CO2 and 6,796 liters of water—that’s enough to fill 27,000 cups or plant 200 tree seedlings for a year!
Since its inception, the sustainable abaya label has saved 1.5 million liters of water and 10,000kg of CO2 emissions. Even the packaging shouts eco-conscious, with each piece arriving in a reusable tote bag, alongside a plantable thank-you note and a tag that breaks down the item’s sustainable impact.
In an exclusive interview with Soigné, Zein walks us through her journey of turning Yello into a symbol of sustainable abaya style, revealing how her quarantine epiphany blossomed into a brand that’s not only changing modest wardrobes but the world.
What inspired the creation of such a unique brand name in the abaya industry?
Yello was born from a desire to infuse positivity and brightness into the world of fashion. It’s a playful twist on ‘hello’ and my favorite color,’ yellow.’ It’s an invitation to greet the world in a sustainable style, and the ‘yellow’ hue represents energy and optimism—the core of our brand philosophy.
How do fruits and vegetables play a role in Yello’s fabric selection?
Nature has always been my number one inspiration. I’ve always believed there’s more to fabric than what we get from traditional sources like plastic and fossil fuel. Discovering textiles made from pineapple shell waste and banana fibers opened my eyes to new possibilities for Yello.
What stories would your abayas share if they could speak?
Oh, they’d be total chatterboxes! They’d tell epic tales of their eco-adventures, from being born in a field of different fruits & vegetables to joining the closet line-up as the comfiest, chicest thing you’ll ever wear!!
Yello prides itself on its sustainable impact. Can you highlight an initiative that reflects this commitment?
Yello has many social impact projects. We are the first brand to disclose our numbers and share our environmental savings by attaching a tag to every Yello piece, and we called it “Sustainability Facts.” In this tag, we share all about our CO2 emissions, water in Liters saved, labor practices, and more. We want to give back the power to consumers to make conscious, well-informed decisions.
For those new to sustainable fashion, what are Yello’s top styling tips?
First, keep it simple—let the natural beauty of sustainable fabrics do the talking. Second, throw in some thrifted treasures—vintage is always in! Lastly, wear each piece confidently, knowing you look good while doing good to the planet and its people.
One of your design’s patchwork reads, “Content where I am, and eager for more.” Any comments on the inspiration behind it?
Positive affirmations play a huge role in my life, so I knew I had to incorporate them somewhere in Yello. Mental health and sustainability go together. I particularly feel close to this affirmation, as it gives me a nod to the balance I strive for—being grateful for the present while continuously seeking improvement, both personally and in our sustainability journey.
Can you walk us through the transformation from a sketch on a napkin to a stunning, sustainable abaya hanging in someone’s closet?
The journey begins with an idea or a design, often scribbled down in a burst of inspiration. From there, I choose the sustainable fabric that’ll bring the vision to life, fine-tune the design with our tailor, and rigorously test our prototype. We are using fabrics that have never been used before in our region, let alone for creating abayas. After finally approving the final sample, the piece is ready for our fabulous customers.
How does Yello stay ahead of the curve by combining the latest fashion trends with uncompromising sustainability standards?
Honestly? We steer away from trends. Yello is a slow, timeless, and seasonless fashion brand. We focus on creating pieces that will be as beloved in a decade as they are today; ones you’ll want to pass down.
In your opinion, how can the community of other modest fashion designers incorporate sustainability practices in their work?
Begin with the materials—opt for sustainable fabrics. Then, focus on creating your main product as sustainable as possible, understanding that sustainability is a spectrum. And don’t forget to look at your production and labor practices; it all counts.
The young generation is very passionate and supportive of sustainable practices; what advice would you give to someone who aspires to create something that you have?
I love Gen Z, and I am proud to be one of them. We are indeed more outspoken about such topics. Stay true to your values and let them guide your brand. Passion and authenticity resonate with consumers today, especially when combined with genuine sustainable practices.
Any exciting projects that you would like to tell our readers about?
We’ve got something brewing with an international hotel chain—it’s hush-hush but totally thrilling. Stay tuned to our socials for the big reveal!
Would you like to share some final thoughts or messages?
Sustainable fashion is here to stay, and it’s all about choices. With every Yello piece, you’re choosing a kinder, greener world. Thanks for being part of this journey; let’s keep the eco-chic vibe going strong<3
