About Fento
Fento is more than a clothing brand—it’s a movement. Born in Vancouver Island, Canada, and rooted in Galician heritage, Fento stands for sustainable fashion with soul. We design for women in their most powerful stage—midlife—when we finally stop apologizing, stop shrinking, and start living fully. Our collections are made for this chapter: comfortable, breathable, beautiful clothes that honour your skin, your values, and Mother Earth.
We don’t follow fast trends—we follow values. We create timeless pieces that embrace natural beauty, sensuality, and ease, without chasing youth or perfection.
Behind every garment is a story of dignity: Fento partners only with ethical, women-owned or women-led manufacturers who invest in their communities and actively uplift other women. Whether made in Canada or abroad, every Fento piece reflects our commitment to transparency, sustainability, and equity—so that what we wear honors every hand, every life, and every choice behind it.
We believe that fashion can empower, and that by dressing with purpose, we shape a better world—for ourselves, for our kids, and for those yet to come.
Uxía, our founder
I’m Uxía B. Alonso. A woman shaped by motherhood, Celtic heritage, and a deep desire to live with intention.
Fento began not as a business idea, but as a return to something deeply personal. My grandfather, Tino Alonso, owned Tejidos Santa Tecla, a beloved fabric store in Galicia, Spain, in the 1950s. His legacy—of quality, creativity, kindness, love of nature, and community—quietly shaped me.
I spent over 20 years working in the fashion industry—from retail floors to senior leadership roles at major global brands in Europe. I loved the creativity and energy, but over time, I couldn’t unsee the truth behind the beauty: the environmental harm, the exploitation of workers, the relentless pace, the constant overproduction and overconsumption…
In 2012, I walked away from it all. I turned inward—toward yoga, motherhood, slow living, and the deeper question of what kind of world I wanted to help build.
Fento is the answer to that question. It’s a reflection of my roots, my experience, my passions, and my belief that clothing should honor the people who make it, the Earth that sustains us, and the women who wear it. Named after the fern (fento in Galician)—a symbol of resilience, regeneration, and deep roots—this brand is inspired by my two homelands: Galicia and Vancouver Island.
Fento is the thread that ties my past to a future I refuse to give up on. It’s a tribute to those who came before me, and a call to protect what still can be saved—from the hands who sew our garments to the forests that breathe for us. This is fashion reimagined: feminist, conscious, and made for women who wear their values as boldly as their clothes.