Photo by Fledermaus Visual/Winnie Nguyen
When Jounte Armantrading ran out of room to paint large canvases in the small apartment she shared with her boyfriend, she turned to her clothes.
“I started painting on the clothes in my closet. I didn’t even use the correct paint at first, I was just using the paint I already had on hand,” Armantrading said.
What started as a solution to a lack of space eventually became Sonder Atelier, Armantrading’s Tampa-based sustainable fashion shop. She transforms second-hand clothing into wearable art, creating designs inspired by her childhood.
But Armantrading’s path to fashion was not straightforward.
At Florida International University, she started as a pre-med student and changed her major at least five times.
“I think subconscious me was like, ‘You don’t want to do this,’” she said.
People on campus started to notice her work and requested custom pieces. That’s when she realized her artistry and love for fashion didn’t have to stay a hobby.
She quit her job as an afterschool art teacher and left college to pursue her business full time.
“For as long as I’ve had memories, I’ve been drawing and painting,” Armantrading said.
Her interest in art began in childhood. She recalls spending time in her craft room making outfits for her dolls and painting. Those early interests continue to influence her work today.
Stories like “Peter Rabbit” and the “Fancy Nancy” book series inspire her designs. She said her art reflects childlike illustrations, whimsy, and femininity.
Photo by Bunny Spit/Cassidy Andrews
From Thrifted Clothes to Wearable Art
Her typical work starts with thrifting. She ventures to Goodwill, Life’s Treasures, and other thrift shops for clothing to transform. Her mom also mails her pieces she finds during frequent trips to California.
After finding a piece, Armantrading washes, dries and irons it before beginning her design. She uses Jacquard Textile paint for most fabrics. Once the painting is complete, the piece sits for 24 hours before being heat pressed and sold. She also accepts custom orders.
Working exclusively with second-hand clothing is a key part of Sonder Atelier. For Armantrading, upcycling gives existing clothing a new purpose.
Working exclusively with second-hand clothing is a key part of Sonder Atelier. Fast fashion and clothing waste have shown Armantrading the importance of upcycling. If she wants to refine a piece to match current trends, she can paint a trendy pattern onto it, rather than buying a new piece, she said.
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Arts All Around!
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Photo by Bunny Spit/Cassidy Andrews
A Business Built on Sustainability
As Sonder Atelier has grown, Armantrading has begun taking her work beyond individual clothing pieces.
In July, Armantrading collaborated with FloridaRAMA in St. Pete to host a fashion show. She said the collaboration came about in the most random way.
“I’ve always wanted to have a fashion show—my entire life. I would do fashion shows at home with my mom,” she added.
Armantrading took her idea of a fashion show to TikTok, and FloridaRAMA reached out to her.
Lots of family and supporters showed up while she was behind the scenes, helping the models and ensuring the show ran smoothly.
Armantrading will soon travel to Venice Beach, California, for a pop-up event with a mermaid theme.
Photo by Fledermaus Visual/Winnie Nguyen
Sustainability Without Perfection
Sustainability is central to Armantrading’s work, but she said she feels society can be too quick to reprimand people for a lack of eco-conscious behavior.
For Armantrading, sustainability does not require perfection. Her approach is about making small changes, whether that means giving an existing piece of clothing a new life or finding another way to avoid buying something new.
“You don’t need to be perfect to be sustainable,” she said. “It just takes one tiny change.”
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