Actress used quarantine to create line of loungewear
LOSANGELES— We’ve all had to adjust our routines since the pandemic— withmany people pivoting professionally. PhoebeTonkin is no different.
WhenHollywood productions halted in March because of the novel coronavirus, the actress and environmental activist used the downtime to revisit an idea she’d put on the back burner.
In October, Tonkin teased the newproject on her Instagramaccount alongside a photo with the word “LESJOUR!” in red. Themysterious post left Tonkin’s 6.1 million followers Googling what the word mightmean.
The answer is officially out of the biodegradable bag. OnOct. 29, Tonkin launched Lesjour!, a sustainable loungewear collection. It consists of six pieces (four tops and two pants) in two colorways (black and red) with each piece sold separately for $198. The sets, fashioned fromearth-friendly material, are exclusively available for preorder on lesjour.comin sizesXS to XXL.
AlthoughTonkin had long contemplated creating a sustainable fashion line, its aestheticwas ultimately inspired by her off-dutywardrobe and pandemic lifestyle.
“I felt like Iwas changing four times a day but in the same variation of pajamas,” Tonkin said. “Then the pajamaswould elevate to sweatpants to go to the grocery store and then I’d come back and put something else on.”
To minimizewardrobe changes, the 31-yearold decided to design a modern take on the traditional 1970s leisure suit. “I wanted to create something thatwas tailored, thatwas flattering, that
wasmost importantly comfortable butwas also really chic and classic,” she said of the various styles, which include cardigans, long-sleeve tops and wideleg pants.
“The set is a great foundation or platform for your personal style,” she said. “You can project your personality onto these clothes as opposed to these clothes being the personality.” She alsowanted the pieces to be fuss-free without any need for ironing. “You can scrunch them up at the end of the day and then put them on again in the morning.”
Based in Los Angeles, Lesjour! is a quintessential West Coast brand. “I definitely feel it’s been influenced by the ease of living in California,” Tonkin said, adding that each garment is made inLAwith all orders dispatched fromthe brand’s local studio.
“Imoved back fromNew York toLAto do Lesjour! full-time,” she said, explaining she has lived between the two cities but decided mid-quarantine to get out of herEastCoast lease to focus on the new endeavor.
Tonkin drives to downtownLos Angeles every few days to visit the manufacturer. Otherwise, she works fromhome.
“The less impact on the environment, the better,” she said.
BecauseTonkin is as passionate about the environment as she is about fashion, sustainability is built into her brand’s ethos. The entire line ismade of Ecovero by Lenzing, a Los Angeles-knitted renewable viscose made fromregenerativewood pulp.
“I’m excited to be one of the first companies to be using it,” Tonkin said, adding that the fabric has a “cashmere, super-soft feeling” but that each tree used to create the fabric is replanted using regenerative farming practices. Tonkin found the material while researching earth-friendly alternatives. “Fabrics like Ecovero are next-level innovative— the future of fabrics,” she said.
While most companies have yet to consider their carbon footprint in such a comprehensiveway, Tonkin said she doesn’t necessarilywant Lesjour! to be considered “this shouting-from-the-rooftop-sustainable brand.” Her feeling is that she does “all of thathomework for the consumer so they can trust us. It should be a given nowif you are creating anything more to put on this planet, it should be sustainably minded.”