Exclusive Interview With Brand: Soulmatte

20 Sep 2024 by smthadmin

Discover the inspiring journey of Ellis Luk, the founder of Soulmatte, in today exclusive brand interview section.

From a creative advertising career to founding a plant-based handbag brand, this story is all about self-discovery, family heritage, and a passion for ethical fashion. Learn how she turned her love for handbags into a mission to create sustainable, finely crafted pieces made from plant-based materials.

SECTION 1: ABOUT YOU

1. Would you share a bit about yourself and your origins? How did all it start? Was it always the intention to become a sustainable and ethical designer? What was it that raised your first awareness of the issue of the first fashion?

It all began in the pandemic period when I started my own journey of self-discovery. During that time I was suffering from emotional problems and I went through a year of counselling to get to know myself deeper. I was working in the creative advertising industry as I always enjoyed the process of creating. However I was never satisfied as I did not find a meaning in it.

My father, a skilled leather handbag craftsman for over 50 years, instilled in me a passion for handbags since I was young. Growing up, I was surrounded by the scent of leather handbags and handbag design sketches. However, as I matured, I couldn’t help but question the use of animal leather as a fashion material as I came to know that the tanning process of leather consumes a huge amount of energy use and generates toxic chemicals, not to mention the ethical concerns of using animal leather as fashion items.

I pondered, what if we could have more alternatives in the market? I started to do a lot of research about plant-based biomaterials that reduce energy use and have zero toxic chemicals during the production process. I was surprised by how the cactus leather manufacturer minimizes energy use and the beneficial impact that cactus cultivation brings to the environment.

The vision of building a plant-based handbag brand that provides finely crafted handbags made with plant-based sustainable materials has then formed in my mind. I believe that the environment needs a balance. When we tend to overconsume leather goods, innovative plant-based materials are our future.

SECTION 2: ABOUT YOUR BRAND

1. Could you tell us more about your label?

The brand name “SOULMATTE” is derived from the word “Soulmate” with the addition of double “TT”, symbolizing double trees. It conveys the meaning of reconnecting with nature and our true selves, which is the core value of the brand.

2. What is the ethos when you design? And, what defines your style?

I always strive to maintain a balance between style and functionality in my designs. My design reflects the progress of my personal growth. The first collection, “SOULS in Desert” was a tribute to my counselling healing journey: The Un-box Classic bag signifies the phase of unpacking my thoughts, the Subconscious Luna bag embodies delving deep into my subconscious to discover both darkness and light, and the Self-love Letter bag marks the phase of learning and practising self-love.

The second collection, “be:ing”, draws inspiration from Zen philosophy, focusing on being in the here & now. I discovered beauty, grace and tranquility in the present, which I aimed to capture in my design. The mini and large Zen bags exhibit the beauty of simplicity and cleanliness that resonates with the essence of “zen aesthetics”. The mini and large Lotus bags draw from the elegance and serenity of a lotus flower blossoming gracefully on serene water.

The essence of my design embodies the gracefulness, mindfulness and timeless elegance encapsulated in “zen aesthetics”.

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

I found that building my own brand is a journey of self-creation. As a startup, I have to start working as a one-man band, overcoming my weaknesses and acquiring multitasking skills, learning new skills and unlocking my potential.

Facing the economic downside, it is more harsh for small businesses to survive. In this situation, how to get more people to know and love the brand, how to maximize the outcome with limited budget, and most importantly, how to keep sowing seeds while the time of blossoming might not be foreseeable, and keep faith even though the environment is difficult.

These challenges always hit the issues of my mentality such as lack of confidence and self-doubt. By either overcoming or embracing my weaknesses, I reshaped myself into a more resilient and better version of myself.

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

My vision for SOULMATTE is to bring more sustainable alternatives to people, and if possible give back to society by helping environmental and mental health charities. “Bloom together” is always one of the core values of the brand.

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?

It’s important for more sustainable brands to not only provide qualified sustainable products, but also to be transparent in educating and providing information for consumers to know more about sustainable fashion. Together, we can be the game-changer.

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

I think we do not need to start it harshly, like establishing a new habit; it takes time to change bit by bit. We can start from doing more research about sustainable fashion, getting more information, and setting your own values and standards on what and how much you can do at this present moment.

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

I started to become more aware of the materials and the impact they have on the environment. I was not a fan of fast fashion, but I did sometimes purchase from there in the past due to their lower prices. However, now I would prefer more sustainable options with better quality if I need to add any items to my closet.

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

You buy what you believe in, and it’s not only about the product itself but the value behind it.

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

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