About Us
Our History
At Fento, we believe fashion can—and must—do better. Inspired by a family legacy rooted in textiles, our journey began in Galicia, Spain, where craftsmanship and care have been part of the founder’s heritage for generations. In the 1950s, the founder’s grandfather, Tino Alonso, owned Tejidos Santa Tecla, a cherished fabric store where he dedicated his life to quality, creativity, and community. Tino’s passion for textiles and craftsmanship lives on in Fento’s values, honoring his legacy and the timeless beauty of doing things with care and intention.
Since our founding in September 2024, Fento has been committed to creating fewer, better pieces. We design timeless, seasonless collections crafted with care, made to stand the test of time, and outlast fleeting trends. Our focus is on quality over quantity—prioritizing thoughtful design, ethical practices, and low-impact materials.
Every piece is crafted with a purpose, using recycled, regenerative, and renewable materials to minimize waste and pollution. We partner with skilled artisans, supporting small, sustainable certified manufactures that share our values about Sustainability and Women Empowerment. This commitment not only ensures exceptional craftsmanship but also fosters meaningful connections and reduces environmental impact.
At Fento, we celebrate the beauty of slow, mindful fashion. Each design tells a story—of heritage, sustainability, and a commitment to building a better future for people and the planet.
Tino Alonso (on the left), with his wife Marina González Bartolomé, and one of their employees .
Uxía
The Founder
My name is Uxía, and I’m the founder and CEO of Fento by Uxía Alonso. I spent over 20 years working in the Fashion industry in roles that ranged from retail to senior leadership for major global brands. I loved the creativity and excitement, but over time, I couldn’t ignore the harsh realities behind the scenes—the environmental damage, the unfair treatment of workers, and the unsustainable pace. In 2012, I walked away from it all, turning to yoga and mindfulness to reconnect with myself and rediscover my purpose.
Fento is the culmination of that journey. It’s a reflection of my roots, my experience, and my vision for a better way forward. Named after the fern (fento in Galician), a plant that symbolizes resilience and regeneration, abundant in Galician and my new home land Vancouver Island, Fento is about creating fashion that honors people, the planet, and the generations to come. Founded in 2024, Fento is my tribute to my grandfather’s legacy and my commitment to meaningful, sustainable change in the industry I still love.
Our Mission
To make sustainable fashion more affordable for everyone while empowering women through ethical practices, timeless design, and a commitment to a better future for our next generations
We are committed to producing sustainable, seasonless collections that combine timeless style, exceptional quality, and versatility. By embracing circular fashion principles, we prioritize materials that are recycled, renewable, and biodegradable to minimize waste and reduce our environmental footprint.
Fento also strives to empower women—not only through our designs but by partnering mostly with women-led, certified manufacturers who share our values of fairness and ethical practices. We are committed to working with skilled artisans and small workshops when possible, fostering meaningful relationships and supporting local craftsmanship.
Education is also central to our mission. We want to inspire our community to rethink how they consume fashion, offering tools and knowledge to make informed, responsible choices. By encouraging a shift toward mindful consumption, we hope to spark collective action that supports a more sustainable and equitable world.
Our mission goes beyond clothing; it’s about creating a movement toward slower, more affordable thoughtful sustainable fashion. With every piece we design, we hope to inspire our community to choose quality over quantity, embrace sustainability, and take part in building a more equitable and beautiful world.
Join the Movement
Be Part of the Change
Together, we can create a significant impact. Sign up for our newsletter to stay connected and gain exclusive early access to our first limited pre-order launch collection, coming Spring 2025. Together, let’s create a future where fashion empowers women, celebrates sustainability, and inspires real change.
©Copyright. All rights reserved.
We need your consent to load the translations
We use a third-party service to translate the website content that may collect data about your activity. Please review the details in the privacy policy and accept the service to view the translations.