About

I’m Alija, the founder of YOU’RE ALL THAT. For now, I’m also the person answering your emails, speaking to suppliers and deciding whether that sentence really needs another rewrite.

I started with an idea for a reversible handbag that could change color. Some days I want red. Some days I want something softer. I wanted to choose depending on which version of myself I felt like being that day.

One bag. One quote. Two colors.

I want to sew a quote inside each bag. The words aren’t there yet, but they’ve been part of the idea from the beginning.

I write poetry. I keep sentences that make me feel understood. Sometimes I return to the same few words years later and find they mean something else.

I like the thought of finding a few words when you reach for your keys or your lipstick. Something you can let someone read, or keep entirely to yourself.

That’s what I’m working towards with Lolita. Color on the outside. A little intimacy within.

Why YOU’RE ALL THAT?

I know what it feels like to wonder whether you’re being too much. Whether you should change the outfit, say a little less or keep an idea to yourself.

I’ve done all of those things. Sometimes before anyone even asked me to.

The name is something I wanted to hear myself. I want it to feel that way for you too.

How it started.

The idea came after I moved from Latvia to Germany and took a break from social media. I had spent so much time looking at what other people were doing. With that switched off, I started thinking more about what I wanted to make.

The first sample looked like a lunchbox. It wasn’t what I had imagined, but it was something I could hold, turn around and start improving.

Since then, there have been samples, supplier conversations and more revisions than I expected. I work with people who know how to make the things I imagine. My job is to explain what I’m trying to achieve, ask questions and keep looking until it feels right.

I want to make bags in limited editions, with as much thought given to the inside as the outside. Bags with color, character and a few words you might need one day.

I’m putting a lot of myself into this. I hope you find something of yourself here too.

Alija
Founder, YOU’RE ALL THAT