The Comfort in Chaldene Loungewear

The eco-friendly brand that keeps you comfortable while staying stylish

Cover Photo Courtesy of Chaldene Loungewear

Why should you choose between style and comfort when getting dressed in the morning? After the pandemic, it seems that it’s impossible to get back to tight clothing, especially on a daily basis. However, if you’re not wanting to go out in your ten year old sweatpants- meet Chaldene Loungewear. Their aim is to have customers who feel comfortable wearing eco-friendly, sustainable clothing that makes them look and feel good.

Asma and Ghada, a Saudi Arabian power duo, decided to create a loungewear company that combined their love for relaxing and their desire to look put together. Chaldene Loungewear was created less than a year ago after the two were unsuccessful at finding loungewear brands that offered neat tailored details. The name ‘Chaldene’ pronounced as /kal-dee-nee/, was named after one of the moons that orbits planet Jupiter. 

Photos Courtesy of Chaldene Loungewear

Photos Courtesy of Chaldene Loungewear

Along with this basic premise of wanting a certain type of loungewear, both women have a common belief in the importance of sustainability and helping the environment, which shines through in the brand. When the two women would have late night talks, sharing their thoughts and ideas for their brand, sustainability was at the forefront of their thoughts. While Ghada currently lives in Edmonton, the two of them are from Saudi Arabia, and saw a lack of options when it came to sustainable brands in the Middle east.

Sustainability is a huge aspect that Chaldene Loungewear focuses on, with Asma and Ghada using their voices to try to be as active and vocal as possible about the importance of sustainability. Their fabrics are selected from natural sources in premium lines and natural materials, with the aim to use recycled fabrics in the future. The brand also hopes that similar companies in the Middle East or those who specialise in luxury casual wear will follow suit and begin to incorporate sustainability into their practices as well. This includes using natural resources, as the founders find this is the best choice, as well as recyclable materials to help the environment and stay sustainable long term. Reducing waste is a hugely significant factor, along with avoiding mass production and only creating products based on demand. Although some of these tips are not feasible for some, taking them into consideration may make a large difference, something Asma and Ghada hope to help happen. More about their current sustainability can be found on their website. 

Photos Courtesy of Chaldene Loungewear

Although Chaldene Loungewear does focus on simple, elegant styles, many customers may be surprised to know that there is a great amount of work that comes along with this. Asma and Ghada work hard on their minimal designs, focusing on every detail in order to get things perfect. While they admit this can often be frustrating, the attention to detail is what helps their items succeed in the end.

For those wanting to start up a fashion brand or another similar business, the two founders give the advice to do as much research as possible. It’s better to start slower, to not overwhelm yourself, and would help to develop a clear vision and create more ideas. This is the advice that helped them when starting the brand. 

The duo is excited to have new items launching soon, along with more content . They just worked with Edmonton-based, Ukrainian photographer Mariya (@vovchukph), on a photoshoot for their upcoming launch. The two are proud and grateful for what they’ve been able to do, and hope to grow from here. In the future, they’d also like to build a community and bring awareness to sustainability and eco-fashion. Asma and Ghada admit to having big dreams, but are taking their plans slow and steady, one step at a time. 

Photos Courtesy of Chaldene Loungewear

Chaldene Loungewear can be shopped online at https://chaldeneco.com/, as well as on Instagram @chaldeneco, where they can be contacted through direct messaging. Keep up with Chaldene to find out more about their sustainability, new launches, and see the brand grow!