Launching a new business during a pandemic seems crazy right?!?!?
Earlier this year the world stopped like we have never experienced before. I had an amazing life in Bali living my dream of creativity and waves. My husband and I went to New Zealand on holiday and got caught in the lockdown and as so many others, experienced displacement beyond our control and we had to adapt to new ways.
Swirling in the field of unknowns and intense lockdowns, time slowed down for us and at first. We were occupied with creating shelter and starting a food garden. Oh yes, we got stuck on an off-grid island, Aotea Motu off the North Island of New Zealand. Let me repeat that - the entire island is off-grid. What does that mean ? Basically there is no municipal electricity grid or water supply from the council. This makes for a gorgeous drive along the island with no electrical lines in sight and it requires island locals to provide their own power and water. This comes in solar and generators for power and catching rainwater for drinking, cooking and washing. I will go into more detail on this off-grid life and how we set ourselves up here with upcycled materials in the next blog post.
So how do I launch a brand during this pandemic?
I see a demand for more conscious, sustainable clothing I wanted to support Bali, the island I love so much, and keeping my family tailors was the most direct way listen to my gut be extremely organized and with a bit of faith just go for it nothing to lose so take a chance So what were my challenges?
Being a completely self funded brand from my freelance photography work, which is non- existent right now where I am, I had to make a very tight concise budget to see what I could produce and how much could be put towards marketing.
I realized I had to create a website and online shop on my own and that was maybe my biggest challenge. Navigating my way around shopify with tutorials was kind of working but I am not too intuitive in this department and I had to ask a friend for some guidance and knowledge. Knowing that my budget was very small, she agreed to help in exchange for coconuts when I get back to Bali. She was a great help and pointed me in the right direction so I could learn how to create a basic website myself.
Luckily I have had a long solid working relationship with three Bali family tailors from when I had my previous clothing label Misfit that closed in 2011. I had taken a long break from the fashion design world to pursue my passion for photography. Two years ago I started making samples again and playing with the idea of creating the Sassa label. I had a collection back in the day that already played with plant dyes and I was always obsessed with traditional dye techniques. I vowed then: If I ever start again it has to be sustainable, organic and plant dyed.
Having the back up knowledge and experience of previously owning a brand did give me confidence but also fears, understanding what all can go wrong in clothing production, especially when I am not on site. I had just completed two new samples in February before heading off on our little family 'holiday'. Deciding not to buy into my fears of failure, I chose to go for it and make a production of these new styles. I thought to myself, what's the worst that can happen? I land up with a lot of bamboo underwear to wear but at least my tailors have had some business to continue during the lockdown. All I knew was that I wanted to keep something going and that maybe now was the perfect time to launch Sassa Moon.
I knew that the demand was there from my old loyal Misfit customers all over the world but also a general demand for clothing that is ethically made and more conscious in its production. Plant dyes are a beautiful non chemical ancient way of dyeing textiles and now more than ever people are searching for more sustainable solutions in their lives.
I believe small steps make a big difference and together we can create change. So here is to launching SASSA MOON and positive vibes for the rest of 2020!
Launching a Brand during a Pandemic