almada Label
Offering a blend of minimalism, conscious luxury and elevated ease, Almada Label never compromises on quality. Each piece is made with responsible production practices and designed to last season after season.
Founded by Alexa Dagmar and Linda Juhola in 2020, ALMADA LABEL represents a modern take on a seasonless wardrobe, resonating beyond trends. With a focus on mindful consumption ALMADA LABEL encourages intentional choices and embrace a more sustainable approach to fashion.
Interview EMILY PETRUCCIONE
Images courtesy of ALMADA LABEL
FOUNDATIONS & EVOLUTION
Take us inside your world a bit — what does day-to-day life in Helsinki look like, and how does that environment shape the feel of Almada?
Our team feels like an extended family. We're a small group of seven, working side by side around the same table each day. Linda, who's based in Stockholm, works remotely most of the time, but she visits the office at least twice a month. Those days are always especially productive and inspiring.
You’re best friends and co-founders — what’s the dynamic like behind the scenes? Where do you naturally divide and conquer, and where do you overlap?
Honestly, it’s the best thing ever! I don’t think either of us could do this alone. There’s nothing better than sharing both the wins and the problem-solving. We have such a strong dynamic — we’re very different, like yin and yang. Alexa is more of a dreamer: creative, bold, and full of big ideas. Linda is more pragmatic and focused. But despite our different approaches, our style and creative vision are totally aligned.
We’re running the company side by side and work closely with the whole team every day. That said, Linda leads on e-commerce development, while Alexa focuses more on business development. All the big strategic decisions are made together and we are also very much hands on when it comes to design.
“That kind of learning process has been key — staying curious, asking the right questions, and making informed decisions, even when it’s more complex or costly.”
Alexa Dagmar and Linda Juhola, founders of Almada Label
EXPANDING THE VISION
Almada has become known for its refined knitwear — what sparked the decision to expand into separates?
The idea actually came from our community! Our customers are super engaged, and we kept receiving requests for trousers. In 2023, we began sourcing sustainable materials, and after testing multiple fabrics, we ended up developing with Naia™ acetate. We launched our first ready-to-wear pieces outside of knitwear last spring — and they sold out within days. Since then, we’ve been creating more separates to complement our knitwear, and it’s been so exciting to explore this new direction.
How do you see this evolution shaping the future of Almada’s identity — especially as it relates to building a season-less wardrobe that resonates beyond trends?
That’s definitely at the heart of our ethos. We aim to offer high-quality, everyday essentials — the kind of pieces you reach for again and again. Our focus is on timeless design and thoughtful craftsmanship, so each item feels relevant beyond seasons or trends.
What kind of feeling or functionality were you hoping to evoke with these new textures and silhouettes?
With the new textures and silhouettes, we wanted to evoke a sense of ease and confidence. It’s about creating pieces that not only feel good on the skin, but also move effortlessly with you throughout the day. We’re always thinking about functionality and form — designing garments that are soft, breathable, and versatile, while still feeling elevated and refined.
How do you approach the separates customer compared to the knitwear customer — is there a difference?
Our customers really love to wear the full look from head to toe. Whether it’s knitwear or separates, they’re drawn to a cohesive, effortless style — so we design with that in mind, creating pieces that can be mixed and matched seamlessly.
Are there any specific pieces in the collection that you feel are must-haves or especially noteworthy for this season?
Our new crepe capsule for spring and summer includes a pair of loose-fit pants that channel laid-back elegance, a relaxed-fit tailored shirt, and a low scoop-neck top. They’re designed to mix and match effortlessly—both with each other and with pieces you already own. Depending on how you style them, they’re perfect for everyday wear—whether you’re heading to the office, after work, or just enjoying a casual weekend hangout. They’re also perfect to pack for a vacation!
MATERIALS & MAKING
From mulesing-free merino wool to Naia™ acetate, your materials are as intentional as your design. What’s your process like when it comes to sourcing — and what drew you to these specific fabrics?
We’re always striving to find the best possible materials — ones that are high-quality, comfortable, durable, and easy to care for — all while keeping sustainability front of mind. We’re intentional about every fabric we choose, and we prioritize transparency around our sourcing process. It’s also important to us to educate our community on how to care for their garments so they can enjoy them for years to come.
“Right now, we already share factory origin and material details on each product page, but we’re taking it a step further. In the future, you’ll be able to scan this information directly from the care label, making transparency even more tangible and accessible.”
What have you learned through the commitments to your materials, and do you have any advice for other brands trying to do the same — especially when it comes to balancing values with cost?
It’s definitely not the easiest path, but in today’s world, we believe it’s essential if you’re going to create something new. Sustainability can be approached in many ways, and for us, it means designing pieces that are timeless and built to last, while partnering with trusted factories that prioritize certified, responsibly sourced materials.
In the early days, we explored using recycled cashmere, but after doing our homework, we realized that virgin cashmere offers significantly better durability over time. That kind of learning process has been key — staying curious, asking the right questions, and making informed decisions, even when it’s more complex or costly.
Transparency is a core part of Almada’s ethos — how do you bring that into the design and production process in a tangible way?
We’re currently developing a Digital Product Passport (DPP), which has been a really exciting project for us. With the DPP, customers will be able to scan and access detailed information about each product — from the factory it was made in, all the way back to the raw materials, down to the actual fiber. Right now, we already share factory origin and material details on each product page, but we’re taking it a step further. In the future, you’ll be able to scan this information directly from the care label, making transparency even more tangible and accessible.
As the brand expands, how are you keeping that sense of intimacy and craft that defined your early collections?
Such a great question! We deeply value our community, and that will always be a priority for us. Staying connected with them, sharing behind-the-scenes glimpses, and hosting pop-ups and in-person activations are all part of how we keep that sense of intimacy alive. Although we’re growing quickly, we’re committed to being very selective about the products we produce. After each sampling round, we always ask ourselves: Is this something we truly want to include in our collection for the long term? That’s how we maintain the craft and care that defined our early collections.
LOOKING AHEAD
What’s been inspiring you lately — inside or outside of fashion?
I feel like we are always inspired by the beauty of simplicity. It might sound like a broken record, but in the middle of busy everyday life, we’ve come to truly appreciate the art of keeping things simple — both in interior design and in fashion. And of course, when you're in the mood for a little extra, a statement earring or a red lip always does the trick.
Are there new categories you’re curious to explore next, or is this next chapter about refining and deepening what you’ve started?
Yes! We’re so excited to launch our first leather pieces in Fall 2025. It’s something we’ve been thinking about for a long time, and once we connected with a talented leather designer with incredible expertise and industry connections, it really felt like the right moment. It’s a natural next step for us, and we can’t wait to share it.
What do you hope people take away from this latest chapter of Almada Label?
We hope people feel the care and intention behind every piece. This chapter is about deepening what we've started — refining our collections, expanding thoughtfully, and staying close to our values. We want our community to see that you don’t need to compromise between comfort, quality, and style. Whether it’s a knit or a new silhouette, our goal is to create pieces that feel timeless, effortless, and made to last.
aiayu FW25 Presentation, captured by Nynne Henriksen
Founded in 2020 by two pioneers in the influencer industry Alexa Dagmar and Linda Juhola, ALMADA LABEL represents a modern take on a seasonless wardrobe, resonating beyond trends. For more information about the brand, visit almadalabel.com
Images courtesy of Almada Label
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