My name is Danijela and my brand is Simple Abalone. My story started a long time ago, when as a child I took out cuts from Burda and sewed clothes for my favorite Barbie. My aunt Ruža, who worked as a seamstress and got up before dawn to get to the job she loved, was my first mentor and the “culprit” that made me fall in love with fabric and creation. Along with sewing, I also lived for dancing. But at one point, the fabrics and ballet shoes were stored at the bottom of the closet. However, creativity does not disappear. She just hides somewhere. And come back again. That’s how my brand Simple Abalone was born, that’s how our kimonos and dresses are born.
Simple Abalone is a brand for a woman who chooses herself. Which values are important, which is no longer better. To whom it is important how it affects its micro world. She knows that it is worth creating and defining the space around her with her choices. Everything valuable in nature is created slowly. Nothing seems to change, everything is calm, but she creates her creations gracefully. That’s the way Simple Abalone wants to go. The path on which we create dresses and kimonos.
I want to change the world around me, doing what I love. Make a difference with small steps and encourage each of you to follow your passion.
Why Simple Abalone? (By the way, Abalone is Peter’s ear). In response. All around us, fast fashion, consumerism… as if they have taken over our tastes and desires. We are all immersed in worlds that resemble each other. With the Simple Abalone brand, we want to respond to globalism, which enters every pore of our lives and wants to make us the same. Seemingly perfect. But the real truth is hidden in a community enriched by individualism. Through my brand, I want to make my life and yours different, more special. Through the brand, I want to portray the life I aspire to. Simplicity and freedom, a minimalist way of life, a return to nature that is perfectly imperfect. I want to change the world around me, doing what I love. Make a difference with small steps and encourage each of you to follow your passion. I believe that in this way we make society better and the world more beautiful. And that’s why Simple Abalone. And that’s why the values I stand for. Simplicity and freedom.
The vision of the brand is woven through every creation we create. Natural materials and handwork, simplicity and freedom, inclusiveness and respect for the person. And this can be felt in the creations. And not only in creations. The boxes in which we pack our creations and yours were created at the Rehabilitation Center in Rijeka, whose residents glue and shape the boxes as part of therapy. The boxes may not be perfect, but they follow the brand’s values and have woven positive energy. In addition to the premium products Periska kimono and Kamenica dress, a handmade ceramic label, created in collaboration with the artist and my friend Dijana, Studio DDT, arrives at the address. The idea is that the ceramic label reminds you to make your life simpler. On the back, which is not glazed, you drip your favorite essential oil and slow down, breathe, stop for a moment. You put it in your bag, bedroom, desk, car… as a reminder that everything is fine and to enjoy the moment.
Our thank you cards are made from handmade paper backed by Ana, the Moj papir brand. Ana makes paper from fabric scraps. We create all of this in order to connect and create a better story. Because I’m sure that the human story behind each part will be more important to you than a perfect package without a face.
Kimono and dress are oversized, more comfortable models, and come in two sizes S/M and L/XL. The dress comes in a package with a premium belt (wider belt) and a narrower strap that can be used as a belt or a bow to tie around the collar. The kimono comes with a premium waistband and a longer waistband. Available colors: white, natural beige, ocher and black.
The safety and top quality of the material is extremely important to me and therefore the linen comes with the OEKO-TEX® certificate. During cultivation and processing, care is taken of ecology and the fact that the material remains natural, while at the same time extremely pleasant for the skin. Flax is one of the most valued and oldest materials, known as far back as ancient Egypt. One of the most sustainable and environmentally friendly materials. Very resistant and durable, with great absorbency, and at the same time breathable and quick drying. That is why it is ideal for the whole year.
Everything will not be perfect, it will not be according to the line, but that is precisely where the charm of creation lies. I want you to choose with your heart, to feel… I want you to slow down, to breathe, to stop for a moment. To choose yourself, but not over others… I want you to make a difference with your choices… because you can… because you choose… because you want… and when you want… And that’s why Simple Abalone. To make your life more beautiful.