What is linen?

Linen has been worn for thousands of years. It creates a unique, classy look, perfect for both casual day to day and for afternoon tea parties. But it not only looks great. Made from plants, linen is a natural fabric with sustainable qualities that are friendly to our planet. And being strong and durable means linen is long lasting, and while the prices may be higher, long term it should pay off while linen garments retain their charm for years.

Choosing linen is not just about buying clothes - it's about helping you embrace a sustainable lifestyle and building a wardrobe that tells a story of quality, care, and timeless elegant style.

 

Why choose linen?

 

+ Lightweight & temperature regulating -

Linen is a perfect choice in all seasons.

It is loose and breathable, ideal for warmer climates. It also protects against UV.

In cooler weather, linen has insulating effects to keep the warm in. It can also be layered and combined with other garments without leaving you feeling heavy.

 

+ Natural material -

The plant-based nature of linen brings some great properties.

Linen is hypoallergenic, meaning it is unlikely to cause issues for people with allergies. The natural, breathable textures of linen resists dust, moisture and mould. It is gentle on the skin.

It is also antimicrobial and antibacterial, meaning it resists bacteria, fungal diseases and aids in skin healing. Linen does not give off fluff so it is a good choice for people with asthma.

 

 

+ Sustainable option -

As well as being great for you, the natural basis of linen is also great for the planet.

Linen does not contain plastic fibres. It is biodegradable, recyclable and made from natural, renewable resources. Linen crops require fewer pesticides and other chemicals than cotton and other materials. They also require less irrigation and energy to cultivate. The crops are also great at carbon capture, storing a large amount of CO2 from the atmosphere.

Caring for linen is also a humble, eco-friendly process. Linen only requires cold water for washing and to be hung to air dry. It doesn’t need chemicals or bleach.

 

+ Lovely look -

The natural textures of linen are unique and give character to any outfit.

The firm textures of linen give outfits a defined shape. Dresses and skirts drape and flow elegantly, a big inspiration for the Lunaria Linen collection. It’s no surprise that linen has been a popular choice in European countries and Japan for decades. 

While linen may be more prone to wrinkling and creasing than other fabrics, particularly compared to modern plastic and elastic materials, the natural textures and folds in linen become a part of its charm. Linen is an affordable luxury bringing elegance to your everyday.

 

 

+ Long lasting -

The best part is linen garments are a timeless investment. With proper care, they age gracefully, becoming softer and more comfortable over time while maintaining their strength and elegance. The woven fibres are highly durable and can last more than 30 years, often becoming heirlooms passed down through generations. Linen garments will certainly outlast many high street brands. Its natural fibres are resistant to wear and tear, holding their shape and charm. 

 

+ Easy to care & wear -

Linen is versatile not only across the seasons, but in various social occasions. It can be styled to meet any aesthetic, formal or casual, simple or glamorous.

Wash on a cold spin and hang to air dry. No need to tumble dry or send to the dry cleaners.

Linen won’t wrinkle much if kept hanging up in a wardrobe, but if you want to iron it, it’s very easy with a standard steaming iron.

Always check the care label! Washing linen in very hot water can cause shrinking.

 

 

 

 

My personal experience - 

"Since I personally made a switch to linen, I immediately experienced the benefits. For instance, while others were feeling the heat during the Taiwan summer, I remained comfortable in my light and breathable linen dress. It kept me cool and fresh throughout the day.

"There’s a certain joy I feel every time I slip into a linen dress and button it up. It brings me a sense of confidence and elegance, even in the simplest moments, like walking down the street. Friends have even told me I resemble a character from a Ghibli film or Alice in Wonderland.

"I also feel a sense of reassurance knowing the origins of my clothing and that the material is natural and sustainable. This is important to me, and I take comfort and joy in wearing something that aligns with my values" - Hazie, Lunaria Linen team

 

How to care for linen clothing

 

These tips can help your linen garment last over ten years -

DOs

• Always wash in cold water (maximum 30-40°c)
• Always air dry linen clothing by hanging it up to dry naturally. It also reduces the wrinkles
• Iron when damp, or spray with mist. Ironing will be effective at 200°C to 230°C
• Pressing rather than dragging the iron is better for the fabric
• Store linen clothing by hanging or loosely folding to allow airflow
• Wash and iron garments inside out
• Use a gentle, natural detergent for cleaning

DON'Ts

• Don't tumble dry. The heat and tumbling can shrink or damage linen fabric
• Don't twist, wring or try to stretch linen, it can damage the fabric
• Don't apply or wash with strong chemicals, especially bleach
• Don't wash your linen clothing with pigmented clothing that may transfer
  
  
  

 

 

 

How is linen made?

 

 

Crafting linen fabric is a delicate and demanding production process

Linen is woven from the natural fibres of the flax plant through a multi-step process. Each stage requires precise timing and specialised skills, making the process both labour-intensive and intricate. The work and time required to produce the fabric is what contributes to linen's luxury quality and value.

1. Harvesting: Flax plants are carefully harvested to collect the stalks
2. Retting: The stalks are soaked in water to loosen the fibres from the woody parts
3. Breaking and Scutching: The retted stalks are crushed to separate the soft fibres from the hard parts. The fibres are then cleaned to remove impurities
4. Spinning: The cleaned fibres are spun into yarn, aligning them for strength and smoothness
5. Weaving: The yarn is woven into fabric on a loom, creating the distinctive linen texture
6. Finishing: The woven fabric undergoes treatments like bleaching or dyeing to enhance its look and feel
7. Crafting begins: The linen is made into beautiful garments and household items that can be treasured for many years to come

 

[Image source: The Independent]

Wait, what is 'slow fashion'?

The current state of the world is one of overproduction and overconsumption.

The fashion industry plays a large part of this using vast energy resources, water, plastic waste, microplastics, and large carbon footprint from transportation. This system is not sustainable. 

Slow fashion takes us back to the drawing board. 

By embracing slow fashion, we can rethink how we design, produce, consume, and dispose of clothing—focusing on sustainability and the circular economy. 

Instead of focusing on speed, profit, and excess, slow fashion is about quality, durability, and lifestyle balance.

Slow fashion is just one part of working towards a greener future

 

 

Why do we need slow fashion?

1. Over-consumption - 

A documentary called The True Cost reported that the world consumes around 80 billion pieces of clothing every year, a 400% increase from just 20 years ago.

2. Reduced durability - 

Though consumption of new clothing has increased, the lifetime of these items has decreased significantly.

The number of times a garment is worn has declined by around 36% in 15 years. In fact, 60% of around 150 million garments were discarded just a few years after production in 2012 (Earth.org).

 

[Source: earth.org]

3. Landfill waste

92 million tonnes of fashion waste is discarded each year.

Did you know, most returned clothing items also end up in the landfill? 

It costs companies time and money to put them back for selling, so they simply throw them away. 

This is an issue as most of it is non recyclable, non biodegradable.

Approximately 60% of fashion materials are made from plastic. Only 12% is recycled globally.

One large issue is that clothing materials are mixed. For instance, nylon, polyester, wool, cotton blends can’t be separated and then recycled easily. Only pure materials can be managed.

 

Lots of unwanted fast fashion ends up in countries like Ghana and Bangladesh, littering beaches and poisoning the environment. These discarded garments pose a serious threat to wildlife and ecosystems

 

[Source: The Guardian]

4. Microplastics 

Because 60% of fashion industry materials are made from plastic, they release microplastics when washed at our homes. It is estimated that 500,000 tonnes of plastic reaches the ocean each year from clothing and that 10% of all microplastics in the ocean come from fabrics.

5. Energy intensive 

A lot of resources are used to produce, transport and dispose of clothing.

A significant portion of energy is also used in our homes too with washing and drying clothing. Using hot water, several litres of water, and running an electric tumble drier all contribute to emissions.

 

So what can we do?

Slow fashion allows us to make a greener choice.

To design, produce, consume, return and dispose more sustainably and ethically.

Slow fashion is not about speed, money, consumption.

Instead, it’s about quality, durability, a balanced lifestyle.

 

Slow fashion is one part of working towards a greener future.

 

Although we are all aware of the damaging habits and nature of the fashion industry, it is hard to avoid and we still buy clothing we believe is harmful due to the convenience and lower prices. However, long term, these may not be the best option for the planet, or our wallets.

 

How does Lunaria Linen create a ‘slow fashion’ experience?

 

Firstly, from the design and production -

 

1. Linen is the magic key -

We use pure, natural linen. It is not mixed with cotton or plastics. This means the fabric itself is natural and does not release microplastics. At the end of its lifetime, the garment will be biodegradable, if not recyclable.

 

2. Linen is durable -

The lifetime of linen is longer than fast fashion garments. Linen is strong and can also be repaired. It is not uncommon to have linen garments last decades and be passed down through family generations.

Linen has an undying luxurious and natural charm that is adored around the world. Longer lasting garments reduce waste and use of resources, as well as saving us financially from needing to buy new clothes.

 

3. Linen requires less energy to produce and maintain -

Linen is made from plants. These crops require less water and fewer chemicals than cotton.

Linen garments require less frequent washing and should always be washed cold below 40°c. And linen clothing is air dried, saving the energy of running a hot, electric tumble drier. These care habits could reduce consumer emissions by more than half (Earth.org).

 

Secondly, through how we operate - 

1. Each garment is made to order - 

Instead of mass producing items, we only make garments once an order has been placed. This process may be slower, but creates a more personalised experience and ultimately results in less waste.  Made to order, made to last.

2. Each garment is handmade - 

Not only supporting artisans and using less energy from large electric machines, being handmade gives each customer a more personalised experience. We offer the option of custom sizes. This means garments are made with great attention to detail and custom sizing results in a better fit. A better fit means less returns are needed.

[Source: My photo from our artisan studio]

3. Alter, don't discard.

We aim to solve sizing issues with alterations or modifications where possible, instead of returning or discarding an item. We hope to resolve issues and keep the items in circulation.

If the clothing you received does not fit as expected, get in touch and we can discuss the options. 

4. Timeless designs

Finally, instead of following the latest fashion trends, we aim to create comfortable, practical designs that are sophisticated and timeless to be worn across the years. The garments are versatile to blend into any social situation and all four seasons, making them a great wardrobe staple. This should reduce the need to buy new or other clothes. 

 

This is how at Lunaria Linen we are doing our part for a greener future.

We dream of creating a brand that is sustainable, durable, and beautiful by design and in operation. To give you eco friendly options that don’t have to compromise on comfort or elegance. 

Find out more about the fashion industry, slow fashion and how you can make a change on Earth.org, MeetYourWardrobe, Greenpeace, Greenpeace TikTok

 

 

 

We aim to ship within two weeks from the point of order 

 

Lunaria Linen is a startup, slow fashion brand. 

Each garment is made to order.

This is great for our planet, and means you get a unique, custom garment.

It does also mean the production may take longer than fast fashion options. In ordinary conditions, items will be finished within two weeks, then shipped to your address.

We will keep you updated on the progress of your clothing~

If you have specific requirements, let us know and we can do our best to prioritise your garment.

 

Requirements for returns - 

We have a 30-day 'as new' return policy. 

You have 30 days after receiving your item to request a return after you receive it. 

The return shipping fees are the responsibility of the buyer. The return shipping address is in the UK. 

Your refund will be issued promptly once the returned item has been received and examined, so long as it meets these criteria: 

• 'As new' - Your item must be in the same condition that you received it, unworn and unwashed, and in its original packaging
• Proof of purchase - You’ll need the receipt or proof of purchase
• Proof of return postage - You'll need to return the item using insured, tracked shipping
• Reason for return - photos and information of any problems or reason for the return 

 

Sizing issues - 

Get in touch. We wish you can love wearing your Lunaria Linen clothing and would like to help as much as possible to get the best fit for you.

Each garment is handmade to order. This means, we do not have a large stock inventory of various sizes and colours to replace it if it doesn't fit, so we highly recommend taking your exact measurements and consulting our size charts before ordering.

If the clothing does not fit or has a sizing issue, we may be able to help arrange adjustments, either locally or at our workshop. 

If you still don't love your Lunaria Linen garment, you can start a return.
To start a return, you can contact us at hello@lunarialinen.com

If your return is accepted, we’ll send you instructions on where to send your package. 

 

Exceptions / non-returnable items - 

Certain types of items cannot be returned.

This includes custom size garments. If there is an issue with the size or fit of the garment, we may be able to assist in getting adjustments done. However, as a general policy, we will not accept returns or refund custom size garments since these are tailor made and personal to you.

We also cannot accept returns on any sale items, second hand items or gift cards.

Please do get in touch with any questions before or after purchasing a garment. 

 

Exchanges - 

For exchanges, we follow the returns procedure for the unwanted item. 

Please proceed purchase the new item separately. 

Get in touch with any other questions.

 

Orders with the European Union - 
Notwithstanding the above, if the merchandise is being shipped into the European Union, you have the right to cancel or return your order within 14 days

However, still your item must be in the same condition that you received it, unworn or unused, with tags, and in its original packaging.

You’ll also need the receipt or proof of purchase.

Refunds -

We will notify you once we’ve received and inspected your return, and let you know if the refund was approved or not. If approved, you’ll be automatically refunded on your original payment method. Please remember it can take some time for your bank or credit card company to process the refund. 
If more than 15 business days have passed since we’ve approved your return, please contact us