AVAVAV: Sustainable Luxury Fashion Label that Combines Scandinavian Sensibility and Extravagant Italian High fashion

AVAVAV is a sustainable luxury brand based in Florence that seeks to minimize waste problem in the fashion industry by using the dead-stock fabrics from the high-end brands. Playing with volume, unique silhouettes and bold details AVAVAV combines Swedish effortless simplicity with Italian craftsmanship and speaks to every contemporary and edgy fashion lover.

AVAVAV was founded by the Swedish duo Linda and Adam Friberg, in 2017. After co-founding the globally influential brands Cheap Monday, Weekday and Monki, Linda and Adam Friberg have created AVAVAV as the perfect expression of Linda’s personal style, interests, values, and beliefs. 

With this contemporary brand duo strives to find new sustainable ways to make fashion better. By recycling the leftover fabrics, the brand is able to sell luxury high fashion garments for a much better price than similar profile luxury brands. Linda and Adam emphasize that buying high-quality fabrics for less than it would cost to produce them, makes luxury fashion accessible and affordable.

“We realized that something needed to change,” Linda said. “The leftover fabrics in and around Florence were much more accessible, they were similar to department store fabrics but for half the price. By taking care of overproduction, we get the best quality for the best price.” 

AVAVAV is the proof that fashion can be chic and sustainable at the same time. The brand is committed to the concept of quality over quantity, making sure that everything they sell is built to last. AVAVAV proudly says they work with the finest artisans near Florence, offering good working conditions and fair wages.