Exclusive Interview With Brand: anushé pirani

It’s Brand Interview time again, and this month we’re featuring Anushé Pirani!

In this interview, she walks us through her journey from art lover to fashion designer, sharing how sustainability became the heart of her brand and creation of her timeless, versatile label.

SECTION 1: ABOUT YOU

1. Would you share a bit about yourself and your origins?

Hi, I am Anushé Pirani, founder and creative head of conscious clothing label anushé pirani. I was born and brought up in Mumbai. I’ve always been deeply passionate about textiles and apparel.

My journey into the world of fashion began with a profound fascination for art and design. Over the years, I’ve cultivated a strong dedication to a deep understanding of different materials, production processes, fabric sourcing, importance of good quality and designing clothing that is not only fashionable but also versatile and timeless.

2. How did all it start?

Motivated by the challenge to question conformist idea of clothing that can often feel a little predictable, I created this contemporary namesake label in 2017.

3. Was it always the intention to become a sustainable and ethical designer?

It wasn’t initially my intention to become a sustainable and ethical designer. In fact, when I first started out, I had no knowledge about sustainable and ethical fashion practices. It was only after embarking on a journey of extensive research and learning that I began to understand the importance of sustainability and ethics within the fashion industry.

Sustainability is a journey and there is no end to it. As I delved deeper into the subject, I became increasingly passionate about integrating these principles into my work. This newfound knowledge reshaped my approach, leading me to pivot towards conscious design practices.

4. What was it that raised your first awareness of the issue of the first fashion?

My awareness of the issue of fast fashion was initially sparked by a practical curiosity during my search for fabrics and inspiration for new designs. As I delved into the process of sourcing materials and developing designs, I couldn’t help but wonder how other brands were able to churn out such a high volume of designs and pieces at such a rapid pace.

This curiosity led me to investigate further, and what I discovered was eye-opening. I began to uncover the unsustainable practices and relentless cycle of production that characterised the fast fashion industry. This realisation prompted me to question the impact of such practices and ultimately inspired me to adopt a more conscious approach to design and production.

SECTION 2: ABOUT YOUR BRAND

1. Could you tell us more about your label?

Nurturing and exploring the relationship between art, design and fashion with confident ease the label’s versatile approach translates successfully to both men’s and women’s wear effortlessly combining function with flair.

The brand explores artistic intricacy with an unorthodox approach to silhouettes delivering versatile wearable clothing and redefining beauty. Produced in Mumbai, India the clothes are ethically created showcasing the finest craftsmanship and materials.

2. What is the ethos when you design?

At anushé pirani, we design, produce and retail conscious and slow clothing for mindful living. All our designs are made in our production studio in Mumbai. We choose to produce a limited number of pieces that ensures waste control and work towards zero waste with our own fabric scrap.

We make thoughtful decisions during the design and development stage with love and consideration for our planet and the people. Our team is small and works happily from our studio in an ethical environment. We are constantly trying to build a transparent and environmentally responsible work space. Our journey towards sustainability is a work in progress, and we will always be committed to doing better.

And, what defines your style?

Timeless, edgy and versatile.

3. What have been some of the biggest challenges for you on this journey?

Finding reliable suppliers of sustainable materials that meet our quality standards has been a significant challenge.

Balancing the cost of raw materials and ethical production practices with the need to remain competitive in the market has been a constant challenge.

One of the biggest challenges we’ve faced is educating and encouraging consumers to make more conscious purchasing decisions.

The fashion industry as a whole is still largely driven by fast fashion and unsustainable practices. Breaking away from industry norms and forging our own path toward sustainability has required resilience, determination, and a willingness to challenge the status quo.

4. What do you want to achieve personally with your brand?

I aspire to create meaningful impact by demonstrating that fashion can be both beautiful and sustainable.

SECTION 3: YOUR VISION FOR THE FUTURE

1. How would you explain the importance of brands like yours making steps to become more ethical and sustainable to someone who isn’t well-versed in what that means?

Certainly! I would explain by highlighting the broader impact it has on both people and the planet. Here’s how I might explain it: Imagine if every piece of clothing you wear could tell a story. Not just a story about how it was made, but also about the people who made it and the environment it came from. That’s what ethical and slow fashion is all about.

By choosing to support brands that prioritise ethics and sustainability, you’re not only investing in better-quality clothing that lasts longer, but you’re also supporting a movement towards a more just and sustainable future. You’re saying no to the throwaway culture of fast fashion and yes to clothing that’s made with care and consideration for the people and the planet.

So, whether it’s by choosing organic cotton over conventional cotton or supporting brands that pay fair wages and prioritise transparency, every small step towards ethical and conscious fashion makes a big difference. It’s about making choices that align with our values and contribute to a world where fashion isn’t just about looking good, but also doing good.

2. For the consumers, what are the easiest ways that we can all be more sustainable in our approach to fashion?

There are several easy ways that consumers can adopt a more sustainable approach to fashion without sacrificing style or breaking the bank. Here are some simple yet effective tips:

1. Buy Less, Choose Well: One of the easiest ways to be more sustainable is to buy fewer but higher-quality clothing items that you truly love and will wear for years to come.
2. Shop Secondhand or Vintage: Embrace the thrill of thrifting by shopping at secondhand stores, consignment shops, or online resale platforms. Buying secondhand not only extends the life of clothing but also reduces waste and supports a circular economy.
3. Repair and Upcycle: Instead of tossing out damaged or worn-out clothing, consider repairing them or repurposing them into something new.
4. Care for Your Clothes: Proper garment care can significantly extend the lifespan of your clothing. Follow care instructions, wash clothes in cold water, air dry when possible, and avoid over-washing and using harsh detergents.
5. Donate or Swap: Instead of throwing away clothing you no longer wear, donate them to charity or participate in clothing swaps with friends or local community groups. This gives your clothes a new lease on life and prevents them from ending up in landfills.

3. In your own eyes, how has becoming a sustainable designer changed your life?

Becoming a conscious designer has brought alignment with my values, sparked creativity, and connected me with a passionate community. It’s a journey of continuous learning and purposeful impact.

4. People say that sustainable fashion is too expensive or too difficult to do. How do you usually respond to that?

Sustainable fashion may have higher upfront costs, but it offers long-term value by prioritising quality over quantity. There are affordable options available at various price points. By researching and supporting brands committed to sustainability, consumers can find affordable alternatives to fast fashion. Shifting mindset involves reevaluating our consumption habits and making conscious choices.

Embracing DIY and shopping secondhand are cost-effective ways to participate in sustainable fashion. Supporting ethical brands can make sustainable fashion accessible and impactful.

Check out beautiful items from anushé pirani on Smthgood. Click here to shop now.

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