Born out of the early stages of quarantine, Tonkin chose to take control of her COVID-halted career and elusive WFH closet by working on her debut line in June this year.
“‘Work-from-home’ has created a paradigm shift in the way women think about getting dressed. In 2020, women want their closets to be filled with multi-functional, high-performance clothing that works hard for us — as hard as we work to afford and enjoy it,” says Phoebe Tonkin.
The LESJOUR! product line features exclusively of matching slinky-chic loungewear sets in an inclusive size offering from XS – XXL. Sustainability is central to each decision the brand makes, with the debut collection offering six styles in three colourways from red, black and soon to be released gold lurex.
Here we chat with Tonkin on the creation of LESJOUR!, here sustainable practices, her “blissfully chaotic” state of mind and her hopes and dreams for the future.
Tell us about LESJOUR!, what inspired the creation of your sustainable loungewear line?
LESJOUR! Had been on my mind for a while. I have always loved the idea of matching sets, it’s very effortless but put together at the same time. During quarantine, I felt there was a gap in my wardrobe for something that was cosy and practical for hours in front of my computer, but was also cute, flattering, and chic. I like my clothing to be versatile; you can dress up your LESJOUR! with a pair of heels and a red lip, or with a pair of beat up sneakers. It's clothing that seamlessly takes you through your day without having to put too much thought into it. I never wanted the focus to be on sustainability, for a new brand in 2020 that should just be a given. I want to do all the homework for the consumer, so they only have to focus on looking cute, and they trust us as a brand to be eco-responsible.
What styles are available in the debut product line?
We are launching with four tops and two pants, in a red (which we are calling fancy!) black, and a soon to be released gold lurex just in time for the holidays.
What fabrications are LESJOUR! garments made from?
All our pieces are made of ECOVERO, a renewable viscose made from regenerative wood pulp knitted locally in Los Angeles. It has the hand feel of cashmere!
What other sustainable practices have been implemented?
It was important for me to minimize our carbon footprint in all aspects of LESJOUR! All of our garments are made in Los Angeles, less than 5 miles from my house, from a material which is knitted in Los Angeles. We've also partnered with the Better Packaging Co, run by an incredible group of women. All our shipping bags are made of compostable material, and we're debuting the Better Packaging Co's new, reusable gifting mailers. Not only are these mailers compostable, but they are made to be reused as Christmas gift wrapping.
Finally, we've avoided all unnecessary packaging, like deciding not to use hang tags… we wanted to create as little waste as possible.
How do you stay creative and motivated during this time of global unrest?
I try to find a balance between staying up to date and aware of everything going on and taking some time to disconnect and take care of myself. Being able to focus on LESJOUR! during such an unprecedented year was a blessing. As an actress, I don’t always get to be in charge and in control of when I can be creative. But with LESJOUR! I am in the driver's seat and I get to make the creative decisions myself.
What other projects are you currently working on?
LESJOUR! is definitely taking up most of my waking time right now! I was meant to start shooting a movie in Greece this year that has been pushed till next Summer, so I also have the luxury of having more time to prepare.
What is your current state of mind?
What are your hopes and dreams for the future?
Honestly, I really hope Joe Biden wins the election next week and some grace and order is instilled back into government here in the USA. I hope to get back to Australia to see my family soon too. I hope LESJOUR! grows and blossoms, I am excited to start seeing our customers in our pieces and how they wear them.
What do you appreciate the most right now?
I am very grateful to be healthy, to be typing this from my sunny home in Los Angeles, and to have such a strong support system. I started LESJOUR! more or less from the kitchen table, and I have been so lucky to have so many friends collaborate and support me as I was building this brand.
I’m looking forward to…
A few more trips to the beach before it gets too cold!
LESJOUR! Is available exclusively to purchase on www.lesjour.com.