My idea for this brand began back in 2012 when I was still working in the industry and experiencing the effects of fast fashion first-hand.I proceeded to learn and research more about it before I joined the label full time in 2018.
I believe that we’ve produced enough waste for everyone to last a lifetime. To create value from waste, we need to invest in building alternate economies and create more value from waste. We use so many tons of natural resources each year to make billions of clothes that are worn and thrown away or forgotten about after 7-8 wears. This system is not sustainable at all. It was enough to turn me away from fast fashion into designing products out of waste supporting fair wage units for the upliftment of our artisans.
I was fortunate enough to come from a family that brought my sister and me up as strong-headed feminist womenSecond to nothing or no one, but such is not the case with many artisans I have worked with who don’t feel or treat their wives and daughters as equals. I have worked to inspire them to change this thinking over the years, and I plan to continue doing so. We also support women-run NGOs and organizations to create our products.
Running a business and scaling it with a single goal of increasing your impact is an arduous task with new challenges every day. But, I have learnt to enjoy the small moments, be patient and satisfied with what I do and celebrate little victories over the years.
My family has always supported me, but my mother has made such a big deal about every seemingly insignificant thing. She had never let me lose hope over my failures. When you start a start-up business, spend time researching or working in the industry you want to run your business. Understand the financials of your business. Have a vision board for what you want to achieve in your business. Work on something you enjoy doing as you will most likely be doing it for a long time.
Last but not least, finding a good team to work with makes your business a lot more fun.