Valuing The Longevity Of Clothing with Aiste Zitnikaite of Devinto

In episode 104, hear how Aiste designs for longevity, how she’s learned to do better when it comes to sustainability over the years, and what still needs to happen to make ethical fashion brands viable in the long-term. With over a decade in business, Aiste knows what works and what doesn’t and openly shares her knowledge. Aiste Zitnikaite is a Lithuanian born designer based in Hyannis, Cape Cod, MA. Aiste studied fashion design at Lasalle College in Montreal, Canada and spent several years working in Montreal’s fashion industry. This is when she became more aware of some of the problematic practices of mainstream fashion brands such as wastefulness and the working conditions at overseas factories. This is when her interest in sustainable fashion truly developed. It was the early 2000s, so sustainability was not that often discussed in fashion.  Aiste’s passion for a more eco-conscious alternative led her to seek out brands that focused on ethical production but she found it hard to find designs that appealed to her aesthetic. In 2013, DEVINTO was created to fill that gap in the market as a sustainable, ethically conscious slow fashion label. Her specialty is in classic, elegant women’s wear that’s made to order (and often custom made) from her studio. Inspired by style that is at once feminine and empowering, elegant and defiant, while remaining simple and comfortable, Aiste designs, patterns, cuts and sews every piece in her studio.  Longevity is a key design component for DEVINTO. With a taste for vintage and French fashion, DEVINTO has a timeless aesthetic and a belief that while style and glamor should be easily accessible, fashion should not harm our planet. Production is purposeful that is why all designs are hand cut in small batches to minimize waste and overproduction. The customers are encouraged to reach out directly for more personalized fits. Aiste aims to bring back a more personal connection to clothing that was sadly lost in the wake of mass produced fashion. In this episode, you’ll learn: Why Aiste wanted to do better with her brand and what “better” means to her Why most of Devinto’s collections are made with knit fabrics How Aiste designs for longevity How Aiste manages her time  How Devinto’s business model works with the seasonality of the location Why Aiste sells on Etsy in addition to her own website Why Aiste teaches sewing alongside running her own brand What Aiste thinks it will take for sustainable fashion businesses to be more profitable People and resources mentioned in this episode: Devinto website Devinto Instagram Devinto TikTok Aiste’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.