As the fashion world continues to push towards more sustainable means, more and more up-and-coming environmentally friendly brands have been coming out of the woodwork.
One such fashion brand is Morning View, which aims to reduce waste through minimal production. Malibu Park natives Blaire Witt and Ashley Poyer, both of whom had a deep connection with the California Coast, founded the eco-conscious label. Before starting their own company, the duo spent their formative years working for various fashion brands.
For its first-ever collection, Morning View has released a range of seasonal must-have essentials for the summer months inspired by the sun-kissed days spent barefoot at the beach, swimming in the cool Pacific, and sunning in sheltered coves. The garments feature colours reminiscent of the Californian landscape, flora, and fauna, and are dressed in shades of primrose yellow, earthly rust, vibrant cochineal, dusty rose, and more neutral tones such as natural, creamy oyster, and stark black.
The collection comprises of lightweight cropped tank tops, pants, blouses, and hats all crafted from 100% linen. These versatile pieces will effortlessly take you from the beach to high street and can easily be paired with minimal accessories and jewelry for a casual look, or worn on top of swimsuits. The lightweight natural fibres are also designed to get better after each and every wear.
Morning View’s signature Mesa Pant features a high-rise cinched waist, relaxed fit, and ankle-length crop, while the Rambla Top features double panels, adjustable straps, and a smocked back. The summer collection also includes the vintage-inspired oversized Solstice Blouse that pairs with almost everything, and the canvas Horizon Hat that comes equipped with a raw edge brim and is perfect for everyday wear.
Keeping in line with its sustainability initiatives, Morning View will produce and manufacture its summer range, along with future collections, in small batches in Los Angeles. The label aims to focus on customer demand rather than following a seasonal calendar to lower its carbon footprint and to create a more sustainable company.
The apparel items are intended to become wardrobe staples that last year after year. Packaging has been thoughtfully chosen to be as minimal as possible, and comes shipped in 100% recyclable bags; even the tape is recyclable.
Morning View’s inaugural collection is priced between $86 USD (approximately $115 CAD) for the Horizon Hat to $126 USD (approximately $170 CAD) for the Mesa Pant. Sizing ranges from XXS to L.
Down below are some of the best that Morning View now offers.
All images in this article are courtesy of Morning View.
