Showing posts with label Founder. Show all posts
Showing posts with label Founder. Show all posts

Monday, 12 May 2025

Justine Aldersey-Williams - The Wild Dyery - Woman Grows Jeans

 

Justine Aldersey Williams is a botanical textile dyer and educator. Her practice is is totally in tune with the environment and nature. She is the Director of Home Grown Colour, Founder and coordinator of Northern England Fibershed and iniatiated the Home Grown, Home Spun regenerative textile project, the documentrary of which premiers this evening (12th May 2025) recording her journey to create the very first ever fully grown pair of jeans in the UK. It covers everything from seed to sewn garment. She is also helping develop the commercial uscale of British indigo from organic woad. This is a great journey I am sure you will enjoy her story, read on.

 


D: I learned about you and your work through Charlie and Helen at Mallon Linen because they are following you on insta and mentioned your Homegrown Homespun jeans project in one of their posts. That's when I started following the great journey you've been on, so I'm really looking forward to hearing more about it.

 

J: Have you been to their farm?

 

D: Yes, a couple of times on another project I’m doing around linen.

 

J: I'm reading a book called ‘Women's Work, the first 20,000 years. Women clothed humanity. And at times in history we had a lot of power because of that. But now for me, trying to spawn this new equitable regenerative textile system is challenging, because that work has never been valued in terms of a capitalist monetary system, it's always been done for free or traded or exchanged. So what happens when you've offshored all that skill to enslave people? Also, now that we've had this so-called, women's liberation movement how do you then find the value in it? I'm a creative woman and I'm still not paid properly for the work I'm doing, proportionately, financially, it’s tricky. We need new ways of thinking around this.

 

D: We certainly do. With all the interviews, I usually take you back to the beginning and we take a walk through your life and career to tell the story of you. It's more of a chat than an interview. I'm really interested in the journey that all my women have taken. So with that in mind I start with the same question for everybody, which is ‘where did you grow up?’

 

J: In multiple places. I was born very close to where I'm living now, but I didn't grow up here. I spent my early years in St. Ives in Cornwall. Which was formative and leaving that place has created this sort of longing. We go back every year and St Ives is this perfect place for me. Then we moved to North Wales, for primary school and secondary school. Then I went to Uni just outside London, then I came back to Liverpool. I've moved about a bit, I'm a bit of a mutt. I like that, I like that I've lived in different places.

 

D: I think movement helps widen your perspective.

 

J: I've been in beautiful places, predominantly West Coast, The West, the old Celtic lands if you like, like St Ives very on the edge. The beautiful rolling hills of the Vale of Clwyd in North Wales, where my school was, and I now live on The Wirral which is on a little peninsula between Liverpool and North Wales. From here we can see Hilbre Island and North Wales. I didn't really get on with city life. I like the elements, the fresh air. 

 


 

D: Obviously the landscape and growing up in nature has had a strong influence on your life. Do you remember other creative influences from your childhood?

 

J: I think St Ives is a pretty big creative influence, even now, because it is an artist colony. Mum and dad had a guest house, it was the 70s, and we had a lot of quite wild people staying with us. I think that was an imprint that has lasted. Mum and dad were working class Scousers who made it to the posh Wirral, aiming at being upwardly mobile, putting their kids through private school and going bankrupt in the process. But they put my brother and I in these beautiful schools. Mine was founded by the Worshipful Company of Drapers. At the time it felt normal, ‘Oh, The Drapers, they're coming to Speech Day. But now looking back, I see our art department was phenomenal. The whole top floor of the school was devoted to it. We had a whole room of weaving looms. We had a sewing room, a photography room a life drawing room, everything, a screen-printing room. That was normal for me and a massive influence, also my teachers were quite maverick too. We had speech and drama lessons, meditation lessons and I was taught yoga really early on. It gave me this incredible creative foundation. What’s really nice is that I now run the alumni for the school, and there's a woman in it who has worked for The Drapers, and when she heard about the project said, ‘we'd really like to support you’ and they have, which is really nice.

 

D: You are very spiritual, and you mentioned again just now, that even from school there was a spiritual connection with yoga. Can you explain that for us a little bit more?

 

J: I was a chorister, and attended church every Sunday throughout secondary school, reluctantly, fighting it and hating the patriarchy and all of that, yet at the same time having euphoric experiences from singing with a full orchestra. I can't get into the whole religious side of it, but the point is to be moved by spirit, and I think when you're becoming an instrument, a wind instrument, and you're using your voice in that really intense way in harmony with other people, I had really beautiful experiences with it. I would practise four times a week, it was serious. We sang in Notre Dame Cathedral in Paris and as I got older, I was singing solos and also had operatic training, but that wasn't for me because I was into fashion, I wanted to be cool, and it really wasn't my way of singing. But tuning your vocal instrument that way, the resonance it creates, it has this vibrational effect that is powerful. And that for me is a religious experience. Maybe that's the combination of having quite broad minded teachers who, although there was dogma in what we were being taught, were really open minded and inclusive too. I guess that also opened up an interest in the land I was growing up in, where there were pre-Christian vibrations, with paganism and the Celtic. When I was 21, I worked at summer camp in America, and read Women Who Run with the Wolves, which started a quest to find Native American peoples where I was working, and then everywhere else I travelled, I was looking for them. It was really bizarre in the 90s, that when you saw a Native American reservation it would always lead to a casino. It was an unusual situation in that their culture that wasn't recognised as it is now. The day after my 22nd birthday I was travelling through Arizona and stopped at a gas station and the guy said, ‘oh, have you come for the butterfly ceremony?’ and it turned out that we were going to the reservation that was having this incredible ceremony; which I've just got goosebumps even now thinking about it, because it was the whole community coming together for, which I think is a coming of age ceremony, but the tiny tots were dressed up in full regalia and the thumping stamping of the feet and the drumming and the chanting. We were welcomed. We were given food. No photography, obviously, which is in stark contrast to now. But it was the most beautiful experience. I think my interest in Native American spirituality led me back into British nature based belief systems, which then led into animist beliefs which is what I encompass it as. I am trying to work through Druidry, I've got their yearly course I'm meant to be dipping into, but I've got into all kinds of things through yoga practise. There are not a lot of alternative practices I haven't tried. 

 


 

D: Throughout your education and career, you've always had a connection to textiles. Why textiles, and for a while fashion, how did you end up taking that direction?

 

J: To start with; I didn't know that my great aunty was a tailoress in Liverpool, but the sewing has travelled down through that lineage. Mum is a seamstress, she's not a professional seamstress, but she’s always made our curtains and made loads of our clothes when we were kids, we’d look like the Von Trapps. Even now, my kids will go to my mum if they need something mending. She's an incredible mender. So that was part of my everyday. Mum was always cutting out stuff on the kitchen table. I think it's in my DNA, but one of my earliest memories is that I would always get lost when we went shopping because, I used to suck my thumb and would get comfort from rubbing a little piece of cloth on my wrist, and ironically, bearing in mind what I do now, it was nylon petticoats from Marks and Spencer. So aged 3, Mum would be in Marks and Spencer, they’d lose me but knew to go find the petticoats and I’d be sitting there at the back of the rail. I've always had this sort of connection with the tactile, and in a sense meditation, I would go into a meditative state and have always enjoyed, taking comfort from that tactile element. When I did my MA, I was assessed by an educational psychologist because I wanted a Mac, and they identified that I have hyper sensory sensitivity which means that all my senses are probably a little bit more switched on than perhaps the general population. So it makes sense that textiles, the tactile and sensual element is comforting to me and is why I don't like the city and don't like a lot of noise, or a lot people around me. It’s all part of the creative thing, apparently this is a form of ADHD, this creative aspect of the personality, which is nonsense. Who is this person who is not neurodiverse? Who is that person? I want to meet them. This compulsion to standardise. We're all unique and different and that definitely feeds into the issues with the planet too. We've had this kind of obsession with standardisation and mass production and uniformity and longevity and all those things interconnect.

 

D: Where did you go to university?

 

J: I wanted to go to Saint Martins, and I went to a kind of feeder college for Saint Martins first. There were a few these colleges that don't exist anymore. Mine was called Berkshire College of Art and Design. They had really close links to the London Fashion scene which meant I got to work with Vivienne Westwood in Paris and Helen Story, and Red or Dead in London, for work experience. Then I applied to go to Saint Martins.

When I look back this was a really pivotal moment for me, I was lined up to go to Saint Martins and on the day of the interview; I had the car, and two of my friends also had interviews at Middlesex and Saint Martins. I had my interview time, my other friend had hers and the third friend, no mobile phones, was nowhere to be found. Then we heard that her interview had been knocked back by an hour and a half, which meant I was going to miss mine. So I had this ethical decision, do I leave and she's not going know where the hell I am? Or do I wait and miss my interview? I waited for my friend. When I eventually got to my interview at St Martins, Wendy Dagworthy didn't want to know. She didn't even want to look. She said ‘no, your late.’ Which is cool, because that was the wrong place for me.

I came back to Liverpool and did advanced entry, which was the last two years on a degree. Then I took a gap year and worked in a designer shop eventually starting a PGCE teaching qualification, during which I got pregnant, which turned everything on its head. I studied teaching at a secondary school, I didn’t want to be a secondary school teacher, but back then it was the only route to teaching. That was not fun, I worked in socially deprived schools in Birkenhead and Wallasey. There is not a lot of creative work in that situation.

 

D: There’s even less these days.

 

J: That’s because the topics are being removed. There is less and less creativity altogether, which is my mission, and it's always been my mission. I've always been an educator, but since the Homegrown Homespun project it’s really it brought home to me that we have to put these skills back into the curriculum. 

 


 

D: At what point did you become a yoga teacher?

 

J: I didn't work very long in secondary schools. I stayed home with the kids, I hadn’t been thinking I wanted to have children at the time, it was a happy accident. But once that happened, something kicked in, a certain set of rules within my matrilineal DNA that things had to be done a certain way, and for me, I wasn't going to have some minimum wage teenager raise my children, so I prioritised motherhood and did things that fitted in and around the kids. I was really sleep deprived and started Transcendental Meditation to deal with that which led to more yoga and training to be a yoga teacher. When the kids went to school, for me, it felt like it was too young for them to be there. So I started teaching yoga in their schools to give them some strategies to handle this crazy educational system they had been thrown into, with all its stressful expectations. I taught children's yoga all over the region, I trained teachers and head teachers, working within the hours I could, but had about 15 classes over three days, everywhere in the Northwest, and did that for 10 years. I also taught in the community centre down the road for about a decade. It was all very much about service, there's a concept in yoga called Seva which is being of service. I wanted my kids to have some kind of emotional intelligence going into their curriculum, in the early 2000s, there really wasn't any. It’s more prevalent now which is great. I went deep into that practise and listened to Sanskrit mantras exclusively for 15 years. Then something switched and I had this creative calling.

 

D: Which brought you back to textiles and the land. You now describe yourself as a creative activist. Can you tell us why? Also, can you tell us about your natural dyeing, processes? And your journey into regenerative textiles.

 

J: During my MA, I investigated ‘Does meditation enhance creativity?’ I was doing quite intense meditation and would wake at five in the morning with loads of intuitive downloads, creative ideas, problem solving things I had been mulling over and waking with the answer. For me that is the gift of meditation. I think it also puts you back on your true path. I believe there is a morphic field, or a unified field of consciousness, wherever this is, for the common good, for the greatest good of all, you're going to be directed to that, if you're tapping into that in meditation, you're going to be led in that direction. So, I was having this creative calling, then bizarrely, Patrick Grant, who I had known when I lived in Liverpool, but hadn’t been in touch with, popped up on my TV screen doing fashion. My art boxes were in the loft and he popped up doing fashion and I thought, he doesn’t do fashion, I do fashion. What am I doing, not using my creativity at all? Although I had been getting this urge, seeing him catalysed something in me, I guess I was a bit indignant at myself for wasting all the creative work I'd done. It wasn't a waste, as I believe yoga is creative, but I went back and did an MA to re-catalyse me and update my skills. I had been a screen printer and originally created printed textiles for fashion which was very toxic. At the time I had asthma and was concerned even then where all these crap plasticised inks were going as we washed them down the drain. That was part of the reason I moved away and moved into yoga. But when I came back, everything had gone digital, which is better, so I updated all those skills. Also because I'm a Yogi I didn't want to be a computer all day, and natural dyeing was a perfect balance to that. Something I could do that was hands on and hands dirty. Having those technical skills were really useful as I set up The Wild Dyery. I started by making and selling products but realised quite quickly I was not going make money like that, and it’s quite difficult to sustain, because of the hours and hours you put into every item, every creative person will tell you the same thing. The Artist Network, did a survey and it showed that most creative people are earning way below the minimum wage, around £2.60 an hour, because of how long everything takes. Also with the environmental situation I wasn’t comfortable hustling and trying to sell more products on a planet that's already choking in them. But if I can teach people to extend the life of their textiles using natural dyes rather than fossil fuel dyes or at least tell people, ‘did you know the colours in your clothing come from the oil industry,’ which most people don't know. If I can get this fact across during this beautiful creative process, where we're printing with flowers, and making all these lovely things then that would be really useful. 




 

 

For me the environmental aspect has always gone hand in hand with the creativity in terms of natural dying. At the time it wasn't easy to learn natural textile dyeing, so I started a Facebook group and a community and a lot of the older generation dyers joined it. Then I created an online course because there wasn't one. I created the course I wanted to have, and it’s still running. It's teaches these skills and preserves this heritage craft. As time went on Fibershed came into my sphere of influence because it was founded by a natural textile dyer called Rebecca Burgess. At the same time my daughter was learning about Extinction Rebellion and when she said to me ‘I don't think it's responsible to bring children into this world. I'm not sure I should have children’, it was like a stab in my heart. My thought was ‘my god, you're not obliged to have children, but that should be your decision, not because of some fat cat ecocidal corporation CEO.’ I was I incensed, and again that was another catalyst for me. I thought I've really got to raise my game, I'll start a Fibreshed, I'll volunteer and really be a part of this. It took quite a long time because they were super busy and when it came through it was March 2020, just as COVID struck and such a lot of things happened from then on in.

 

 

D: Did it enable you to immerse yourself more, because I believe you managed to extend Fibreshed out from where you are in the Northwest.

 

J: I think COVID probably made people a bit more, I could say adventurous or maybe reckless in their decisions about let's do something. The little self-employment grant, meant that although I had to stop teaching my studio workshops, I could sustain myself a little bit and that helped enable me volunteer for Fibershed. Fibershed is part of an international organisation, but it was very much burgeoning in the UK and at that time and there were only Emma and Deborah down South working on it. I decided to jump into collaboration very early on. I had been back in touch with Patrick (Grant) for a while and we had similar professional interests so that was how the project Homegrown Homespun started. My rationale was, if Fibershed is really looking at what the resources in your region are and working within those boundaries, those resources might be planetary or people and expertise, lets make that happen. But I hadn't fully comprehended what I was taking on, because Northern England is the industrial engine room of the UK, we have all the industry. But you can also think of it as the heartland of harm. The epicentre of capitalist colonialism. So I went out and met people who were interested and obviously, Patrick is a massive advocate for British manufacturing and is doing his best to work towards being as sustainable as possible. Plus he had a national profile, because of The Sewing Bee. So I asked him to co-found the Northern England Fibreshed with me. He said no but agreed to collaborate on a project. 

 


 

D: Which leads us really nicely into the project. The Homegrown Homespun project you created with Patrick, where you grew the first pair of jeans in the UK in, was it 120 years?

 

J: It’s probably ever, because jeans weren’t a British product. Historically our workwear would have been linen and potentially woad. But jeans is a term that has become synonymous with Levi's and the specific rivets in the pockets and the specific design, so from that respect they're the first pair. The guy who eventually stitched them is a denim historian and said it was the first. When you look at it historically, jeans weren’t a thing in Britain ever. But the point, the reason it started was because I had gone out and met producers in my Fibreshed area and the women I met were predominantly working with wool. A lot of weavers require big quantities of cone dyed wool for their long warps and their only option was to use the industrial scale, commercial facilities who were all using synthetic fossil fuel derived dyes, which seems sacrilegious to me. To take this beautiful wool from the farm down the road and have it dyed with virgin fossil fuel colours, which are so harmful.

 

D: Taking a natural product that against your skin is OK for you and coating it in petrochemicals that will disrupt your endocrine system, is crazy.

 

J: At every single stage of production there is harm. I am not a wool specialist. I am a surface pattern designer and a natural dyer. But I realised that in my region there is a huge amount of pollution and harm being caused by this use of synthetic dyes and these women were restricted in fully participating in Fibreshed principals, because our strap line Local Fibre, Local Dye, Local Labour means we are working towards agroecologically grown and that doesn’t involve fossil fuels. My rationale was; I had helped a brand called Herdwear launch, they wanted to produce naturally dyed knitwear and were struggling to get a factory to use natural dyes. Because I was already involved with Patrick and the project, there was a certain level of awareness being raised. I went into the factory and convinced them, that this is a thing, give this a go, and they did, with the red and yellow dyes. I developed the recipes, and they scaled them. Indigo was a stumbling block as it is a more challenging pigment to work with. My rationale there was; if Patrick is going to collaborate with me, lets tackle this one. Let’s see if we can get natural indigo into a synthetic facility. Then that will mean the wool users and producers in my region will have a full spectrum of colours they can use and will be a great incremental benefit to them. 

 


 

Patrick called me in August 2020 and saying, ‘what do you want to do with this Fibreshed?’ My reply was that I would like to get fibre and dye growing in the region again and to incentivise some mid-scale manufacturing facilities that can make them viable crops for farmers. Textile crops. To try and get that reintroduced into British agriculture. So, I suggested we grow indigo for dyes and flax for linen. In my own textile practise I like to do narrative hand embroidery and to mend and always want to be as sustainable as possible, by trying to trace the provenance of my embroidery thread, but I couldn't do it, and I couldn't buy any British linen or any kind of embroidery thread produced in this country that I could dye myself. So my thinking was, let's make a mending kit, a little denim mending kit. That could then work in with Patrick’s company, as he has a social enterprise called Community Clothing, selling jeans. Then, maybe, he could sell the mending kit and that would really tie into the Fibershed theme. He said ‘No. Let's grow jeans, making a mending kit’s not going to make a big enough impact. Let’s tackle the most iconic garment on the planet, that’s almost completely impossible to produce in this country right now."

I think COVID had a part to play in this, it's a poly crisis going on and I think COVID really brought that home. I think perhaps we both entered into something that was wildly ambitious. There is value to being bold and brave. I think we both entered into it with; from my point of view, not with any particular expectations of success, but that it would be an interesting learning process that we could be very transparent about and document at every stage along the way that would really raise awareness of this issue. Because he works with the Kings Foundation at Dumfries House, he sent me up there to meet them and see if they would be able to collaborate, but it wasn't quite a fit for them at that time. But I had really brilliant conversations up there with Jax Farrell and because obviously King Charles has this long history of being a passionate advocate for organic farming they had a brilliant organic farm there. The facilities are incredible and speaking to the farm director, she told me they hadn’t found a way to connect Future Textiles with organic farming. I told her that Fibershed was the way to connect the two as Fibershed literally exists to connect farming to fashion, and you grow textiles. They also wanted to start a dye garden, so I was able to advise them a bit on which dye plants to plant in Scotland. But ultimately, they didn't have the land to do a full project. Then an e-mail came through from the British Textile Biennial who had formed in 2019. I asked Patrick (who is their patron) would he mind if I contacted them to see if they wanted to collaborate, which worked perfectly. So we created this project called Homegrown Homespun, with Super Slow Way, who organise the British Textile Biennial, and it became a community based project. There was a lot to tackle, there were the community volunteers, Patrick who brings the commercial manufacture and Fibershed coming together to create this triple bottom line project of sustainability, ecological, social and the economic which was really fascinating. 



D: How did you find the land to start?

 

J: Myself and the project manager, Alex looked around a couple of sites in Blackburn. One had so recently been used for landfill, you could see the soil was dead. Then we found a place that was right on the Leeds, Liverpool Canal. It had been used for fly tipping and rough sleeping, but it was a beautiful little clearing in some trees, literally a stone's throw from the centre of Blackburn, and it felt like an Oasis. Like a place that you could come to for solace and we transformed it. I was told, ‘don't ever come here on your own, will you?’ I don't know Blackburn, so I wouldn't have even thought that there was any kind of risk. But we transformed it into this lovely haven where people now go to. The wildlife has increased and the canal siding has all been replaced.

 

D: It's great that it's beside what was built as part of the Industrial Revolution to transport goods.

 

J: Exactly, and the British Textile Biennial are great at integrating all these intersectional issues that run through that waterway. The history, the onshoring the offshoring. There is a large Pakistani community in Blackburn, and I think a lot of what Super Slow Way do is, to try and empower that community. The project had these goals to create slow textiles, but we also had these markers along the way of the Textile Biennial 2021 and 2023. Originally we were going to try and produce a prototype pair of jeans by October 2021 and Patrick was going to try and bring the full line of jeans to market by 2023. But we only planted our first seed in April 2021. From that we managed to create a beautiful prototype piece of cloth. 

 


 

We went through every single process by hand, because there are no manufacturing facilities for linen or natural dye in the country. We knew that was the case before we started, but for me, going through the process by hand was the gold. There is this mentality that something is only valuable if you can make a profit from it. However, for me I felt the value was right there. Because what we're doing by hand engages people with natural materials directly, they are having a direct experience in the environment, that is worth more and you can't buy that. You can’t buy that message by touching a garment, you can only gain it physically. I also think there's an element of communion with the plants when you're in that environment, there is a wisdom being transferred by working slowly, so I found that stage really valuable. As things progressed and we were trying to upscale, Patrick happened to have a lot of issues in his business that were separate from the project that he had to prioritise, so he wasn't able to bring the jeans to market. 

But I decided at a certain point in the process that I'll loop back and create a prototype pair because it might take 10 years, to get to manufacture, but by 2023, I wanted us to have some kind of totemic garment that represented all the hard work everyone put in with so much goodwill. It’s a talisman of this beautiful future that we all know is possible. As much as we are brainwashed by this economic system we are in and are blinded by it, I do think we all have instincts that are calling us, the remembrance of, hang on a minute, my granny didn't used to do that, it's not that long ago and for 30,000 years humanity did not consume like this, and they were not dependent like this. I feel there's a real immaturity to consumer dependency and that we've been deskilled from our agency. We've been disempowered through this funnelling of our education system. Making us passive consumers which perpetuates, capitalism. The skills that we were teaching in the field in Blackburn break that cycle because people have revelations, they have never thought about clothing this way before, and say ‘I'm never gonna buy in the same way ever again.’ ‘Now I understand that this is how all of my ancestors produced their clothing.’ We wouldn't be alive today but for people with skill.

So we produced this beautiful piece of cloth. Then we were calling people for help because there are only a tiny handful of people who can do this work in the country. We had two spinners who could produce that first piece of cloth. I did the dyeing part of the process, and we had a weaver come up from Brighton. Between us, we were niche, but we still couldn't produce a pair of jeans, because every single stage of it was incredibly difficult. Which highlights how hugely skilled people were in the past and how much we need to reclaim and the reclaiming is going to be great, it’s a fantastic process and I guess I'm here to rebuild that.

 

 


D: But in an nonindustrial way. All the machines, that we're here and able to do this sort of thing were offshored, when the factories were bought, the machines were exported. During one of my visits to Mallon Linen they had just rebuilt a very old scutching machine.

 

J: That's where it's at for me. The industrial revolution was fantastic. Machinery and mechanisation is fantastic when it's tempered with moral and ethical values. Plus a sense of proportion, and a sense of the truth of what is actually sustaining your life on this planet when you contextualise it like that, the scale that Charlie and Helen work at, at Mallon Linen looks right to me. You haven't lost your hand to plant connection. It's not out of sight out of mind. The exploitation we're witnessing is because of lengthy opaque supply chains. You wouldn't treat people like that if they were on your doorstep and this is the principle of regionalism and localism. Fibershed are trying to find this sweet spot and it very much links into, like the work that Kate Raworth is doing with doughnut economics, where everyone has enough, but no one breaches the boundaries into too much, and no one reaches and falls through the gap because they've got too little. So, what Charlie and Helen are doing is great, it’s fascinating and I feel that maybe we have to think smaller scale than industry is currently.

 

D: Charlie and Helen are also learning from the older generation, those that are still around. Eugene McConville from McConville’s Mills is probably one of the last of the original scutchers left in Northern Ireland and he also used to grow linen and has been passing on his knowledge to them. Even though they are farmers they found that learning to grow the flax was a skill in itself.

 

J: We found that in the field too, especially when it came to the retting of the flax there was so much stress, because too little and you're not gonna be able to do anything with it. If you ret for too long you've lost your fibre. As a volunteer team, we were showing up two hours on Friday morning and that's not how farming works. The whole idea of making this a community project added another level of difficulty to what was already a really difficult challenge. Farming is an incredible skill. This is the thing, skill has been so demeaned. People really don't have any concept of what is involved because we've devalued all of these things that we rely on. It's the same with creative work, people have no concept that it takes 10,000 hours to learn a skill. 

 


 

J: To make the jeans, I did a spin-off project, with funding from Arts Council England and their developing your creative practise grant, because I needed to learn to spin. To spin wool is difficult but to spin linen is extra difficult. That learning really takes years and years of practice. Because I knew I had an opportunity to get the story out it was valuable to say let's create the prototype by the 2023 biennial. It meant I had a year to practise, and I practised on vintage flax called Berta's Flax. Have you heard about this? Berta’s Flax is flax that was handed down from dowries in Austria. In the past keeping a chest of flax was common in many parts of Europe, at first as a dowry and sort of an insurance, and later as a sweet tradition. Because I was terrified to use the flax I’d grown, I compromised and produced the weft from Berta’s flax and used Charlie and Helens flax for the warp. My spinning teacher spun the warp and I hand spun the weft. I was going through every single seed to cloth skill but making some compromises because I wanted a pair of jeans to exist at the end of the process. In the end it took me nine weeks spinning 3 hours a day to spin the weft. I spun about four and a half kilometres of linen, as did Carole Bowman, who spun the warp. With my fashion and natural dye background, I can dye and I could do the pattern cutting and sewing feasibly well, but in the end I didn’t. Then I had the funding to begin to learn to weave. That's a classic case of even me, who is a creative practitioner, thinking, weaving, I can do that. But what I thought was weaving, was only the tip of the iceberg. Weaving takes place before weaving starts, it takes so much prep. Even threading the loom takes so much time and skill. I bought a little second-hand loom, I had decided to go to the Yorkshire Dales for 10 days and my two teachers were going to be close by so they could support me, so I would be a supported weaver. They were going to thread the loom, have it ready and I would do the final bit. However, a Weaver really needs to know the loom they are working with and my teachers didn't know the loom and it turned out that the loom wasn’t up to the job either. Six days in, we were demoralised, our backs were broken from threading and rethreading and both Carole Bowman and Ali Sharman tirelessly supported me. Honestly, I think we probably could have done it, but there's also an element of me that thought, look, the warp is getting damaged in this process, there is risk happening here. Amazingly though I had had some lessons with a weaver I'd met only two weeks before I went to Yorkshire who had said ‘I've got a brilliant loom and I weave linen all the time.’ It had come out of the blue, literally, because before that point we didn't know anybody who could do that. 

 


 

D: So everything was aligning for you.

 

J: I felt that sense of the planets aligning and because I follow my intuition, I thought I don't care about doing it all myself. Hand that baby over, she can definitely do that better. My point was that I wanted to understand all the skills and have been through my initiation with weaving. I’ve had a taster, that's fine. So I handed the weaving over to Kirsty Leadbetter, whose middle name is Jean, so I thought, OK, there's another sign. Then when I turned up at her studio and the name of the building was Lineker, which means field of linen I felt OK, this feels right. Also I wanted to include people who like myself have been working away for years, being undervalued, and not getting recognition. Kirsty was definitely someone who needed to be elevated. Turns out she does a lot of work for couture brands that insist on non-disclosure agreements. This was her chance to be involved in this historic project, which was really nice to do. There were so many people throughout the process like Simon and Ann from Flaxland, who also really helped throughout the project. When it came to the sewing, I knew there was someone I wanted to be involved with, Mohsin Sajid. He is a jean, producer but also a denim historian. I went to his place thinking; he can pattern cut and I will sew. When I got there that thought changed to, we've got one day here, these are his machines, they're vintage, I've never touched them, I would need a day to practise if I wanna let my ego to kick in and do it myself. You know what, no, again let the person do what they do.

 

D: Again, that’s part of the whole community you have throughout the whole project.

 

J: Part of the collective for sure. It was really nice that he got to be involved in that. And we have the first pair of jeans, it now exists. I keep coming back this statistic, 70 million pairs of jeans are sold in the UK each year, and only this one pair hasn't been imported. It was really nice to take them back to Charlie and Helen at Mallon Linen. You can see the process in the material, you can see where maybe some of the fibres weren’t quite retted as the rest. You can see where the fibres broke during the weaving process, and I love that story about them. That's the kind of clothing I want, with this beautiful story, with a healthy provenance. I don't want to wear the death of the planet. I don't want that on my skin. We don't have a choice right now, but I think that what I, and many others are doing, is creating choice now. 

 


D: For your natural dyes do you have your own allotment where you grow the plants for the dyeing and do you grow woad for the blue. How is growing woad? Is it difficult? I know that growing indigo is extremely difficult.

 

J: It’s not the growing insomuch that is difficult it’s the extracting pigment and the dyeing. I did have an allotment which I gave up when the Homegrown Homespun project took off and I set up a market garden at home. I am now growing woad, and organic British Indigo with my Fibershed collaborator Mark Palmer, who’s a Soil Associate Inspector and we're growing at a large organic farm that supplies Riverford Organic in North Yorkshire. Trialling the upscale, of what we started in the project. I think there is an element that Super Slow Way wanted volunteers to upscale the Indigo production but this is a farmers job, its farm work. There are some restrictions to making that work within a community setting, it's really valuable and there are certainly things you can do, but for commercial upscale you need farming expertise daily. The farm we are now growing at is brilliant and the waste from that production powers the National Grid because they have an anaerobic digester on the farm which is already organic. Fibershed have this system called Climate Beneficial™ which is a verification system that’s not so well set up in the UK yet, because we're still deciding on what's going to constitute agro-ecological, and what our verification process is. What works in America is that, say a brand are working to this, that they can prove that they've been beneficial to soil health, and show social benefits as well, then they can use this beneficial verification and they give a percentage back to Fibershed who plough that into education programmes or they pay for maybe a windbreak on a farm. Creating this nice circular system which was what I hoped would happen from Patrick producing the jeans, that that could feedback into a nice positive loop that helps set up regenerative farming.

In terms of woad production, that's much more likely. Obviously, there are still barriers, because synthetic dye factories are about the bottom line and using indigo is inconvenient in comparison. I think that's its valueable because it throws the brakes on, it makes people value natural resources more, and it's not so easy to churn out and waste. As part of the project, we needed to find a synthetic dye factory with vision that could work with us. Patrick introduced me to a guy at in Blackburn whose factory was literally half a mile from where we were growing. He really helped to start that natural dye scale process by giving us space in his factory for free, and by being really interested. Amazingly, he had worked with; on his very first job in the factory, as an apprentice, a natural dye job with woad, and he never did another natural dye job after that, but he had his recipe book and said, ‘Oh yeah, I've done this before. We can do this.’ Again, this feels like a great synchronicity happening and when Patrick does this, which I have faith he will, there is someone willing to dye the garments naturally. And for us growing woad commercially, we now have this factory willing to work with it and that starts setting a precedent in the industry. It's slow moving, it’s like trying to turn the Titanic with these very commercially minded, industrial men. But having one person who recognises the need to future proof the bottom line of this is great and again another benefit of the project. I can't immediately say look at this massive change, it's incremental, but I do feel it's created a positive influence.

 


 

D: I love what you have been doing Justine it is very inspiring. Do you still do one to one teaching now or are all your courses online? Because you still have The Wild Dyery don't you?

 

J: I have a studio for that close to home and I will be doing some in person workshops. Because the project dominated my life so much, I feel like I've been sort of swept up, possessed and now dropped back on the shore and am processing all of that. I also have a film a 50min documentary that has its premier online with the full moon on May the 12th and I will also write a book. There are so many things that went right and wrong on the project that could be really useful for people to know about when doing this. Everyone has to learn this regenerative process. So, I feel like the mistakes and the issues are fascinating. When I did get some press creating the jeans at the end of 2023, it felt like it was picked up, like it’s a gimmick. And some of it was a bit sensationalist. Everyone filtered it through their own media outlet. But I feel like there's so much rich learning, in there that I can share. I have been asked to speak at lots of events, which is great. The jeans have a bit of a story to tell and it’s a fascinating story. It is a moment in history.

 

D: I'm so pleased you've had a documentary, made around the project. There are some great films and documentaries like Amy Powney’s Fashion Reimagined, Eleanor Church’s XTrillion, Waterbear, SLAY and of course The True Cost film, it would be amazing to have everyone showing in one place, that would be an amazing Film Festival.

 

J: Also Alan Brown, The Nettle Dress I feel he's now a part of this. Another thing that happened during the project was that I realised that it was unrealistic to expect volunteers to show up intermittently 2 hours a week and fully engage with regenerative principles, because it's so holistic and so massive it requires deep personal investigation. To address that I set up an online course called Growing Slow Textiles. Which takes people from seed to cloth and runs over nine monthly Zoom meetings. We have different teachers coming at various points. Jenny Balfour Paul does indigo history. I teach indigo extraction. We have Simon and Ann from Flaxland to teach flax growing and processing and Alan Brown from The Nettle Dress teaches drop spindle spinning. Then Ali Sharman, who helped me throughout my weaving learning, teaches very basic weaving. At the end of the year, there are a percentage of people who will make it through the process because it is an initiation, and the people who do, are so moved by understanding the reality of human labour, and the planetary resources that go into these throw away things that we wear. It really alters their psychology around clothing. So I have a book to write, ‘Woman Grows Jeans’ is my provisional title. I also have spin-off books from that about things I've learned that I want to say, that go more into the spiritual aspect of what clothing really is. Is it really about vanity and status and ego and competition or is it actually a beautiful gift from Mother Earth to warm and protect us and keep us alive. It's that level of coming back into divine inspiration of creativity that I'm interested in, that's what's being lost, and I believe that's what people crave. But this is all at proposal stage for now. 

 


 

D: What drives you Justine and, how do you see the future.

 

J: I need to get back to the people in my Fibershed and re-galvanise that community because the project took me off in a tangent, I feel some people might have lost the reason of how, me making a pair of jeans, serves those people. But it was all to create this incentive for these synthetic dye factories in this region which churn out so much virgin fossil fuel every day who cause so much harm, to change. It was really to get to this point of saying, now you have a factory you can have your wool dyed in, which means you can now participate fully in being, regenerative and being part of the Fibershed movement. There's a lot of work being done around sustainability and the word regenerative is being bandied about a lot, but I really feel Fibershed are setting the benchmark with great integrity, without greenwash.

 

D: And there is so much greenwash.

 

J: There is, and I do question that, and maybe greenwash is part of the process. Maybe it's just an incremental step and we shouldn't be too puritanical. Fibershed isn't puritanical it includes everybody, whatever stage you are at.

 

D: If you're too puritanical you scare people away.

 

J: There's a difference between being puritanical and having no's boundaries and no principles, though. So it's finding that line, isn't it? We want Fibershed to mean something, and we need to get very clear about what it means. I've started a little WhatsApp group for all the Fibershed groups in the UK so we can communicate a bit more easily and discuss the value and really galvanise that ground up community. 

 


 

 

 

Links:

 

Website: The Wild Dyery

 

Insta: The Wild Dyery

 

Documentary Insta: Woman Grows Jeans 


Documentary PreScreening: Prescreening-invite 


Documentary Website: Woman Grows Jeans

 

Northern England Fibreshed: Northern England Fibreshed

 

 

 

 

 


 

 


 

 

 

 




 


 

 

 

 

 

 

 


 



 




Tuesday, 12 March 2024

Kalkidan Legesse - Founder & CEO - Owni

 

How to change the shape of business, in our headline today I say that Kalkidan is the Founder of Owni, in fact to date she is the founder of 3 businesses that centre around ethics and morals and are based around justice and fairness, which is a core part of her being. During our interview Kalkidan gives us an insight into how NGO’s work which is eye opening and how working for one shaped how she does business today. We learn about her unique business model at Sanchos. Her thinking around pricing would be a game changer if applied across a wider audience.

I read recently (in Clare Press’s new book Wear Next) that Ethiopia is now the cheapest place on earth for labour for the fast fashion market and wonder how this will change the shape of Kalidan’s ancestral home as it has done in all the countries it has spread to in the global south.

Looking for new ways to do business? Read on.

 

 

D: To start I like to ask the same question as I find it fascinating to hear the influences in your life that have shaped the journey you are on. Where did you grow up Kalkidan?

K: That’s a hard question to answer because I was born in Ethiopia but my family migrated to the UK when I was five so I grew up in the UK but whenever anyone asks that question I wonder which part of your life is the most influential in determining what your character is and what your experience is so I guess the simple answer would be Reading in the UK but that’s not where I am from.

 

D: I guess that all of your life experiences influence you.

 

K: When do you stop growing up?

 

D: Exactly. What would you say your early influences in life were and what inspired the direction that life is taking you now? Also, where there any early fashion influences?

 

K: Recently I was part of a BBC documentary series called ‘We Are England’ and the producer asked my parents how I ended up in fashion? Their response ‘oh she used to do this when she was really young, she used to pretend to be running fashion shows and liked doing sketches’. These were things I hadn't logged in my conscious memory, but I guess had logged somewhere. My parents are my earliest influence, they have really strong ethics and morals based around justice and fairness. Which I think is a result of how they grew up, which was during the Soviet reign of Ethiopia in what was a tumultuous period, there was also a civil war which was resolved with a new government. When they were young adults, similar to the age I am now, they migrated to the UK with two children, myself and my older sister and lived the life of asylum seekers which really highlights injustices in the world. I grew up with heavy speeches at the dinner table and with a really strong sense of some things are right and some things are wrong and that justice is important. It's the most important thing really for the human experience and the human condition and I feel that's my biggest influence.

When I started my early career, I applied that thinking to fashion because I was interested in development from a justice perspective. When you look at international development and look at poorer countries who need to develop their economies and build higher incomes and more stability for their population, I was always interested in how that's achieved. Then when I started working for NGOs it became clear to me that that isn't achieved well through the non-governmental sector. At the same time I learned about fashion, I learned how fabric is made, I had no idea about the process before that, but saw people weave fabric from threads on wooden looms and found it amazing, thinking, ‘wow that makes so much sense’, I had never even considered that aspect before. What really stood out to me was that those people were earning a lot of money, comparatively, earning almost ten times the amount an average Ethiopian person would earn, and my thought was, why are so many NGOs dedicated to raising income and why are they doing random projects in random places, with zero accountability when there are clearly industries that can generate really good value for people. That's when I became interested in fashion as a product because, when it’s done well it is a way to really honour skill and craftsmanship, labour, creative intelligence and knowledge, that's what led me to fashion. 

 

 

D: Was it while you were studying your first degree that you went to Ethiopia and saw this side of things? It's really interesting what you say said about NGOs. I can see that your experience with them has informed the way you work.

 

K: I think that's what social entrepreneurship does, it tries to drive social value growths, environmental protection, environmental value growth but through business, and because it's business it has built in accountability and built in measures of success, whereas social work sometimes doesn’t have that.

 

D: Because they do their project and leave, whereas you are continuing the work.

 

K: What tends to happen is that lots of organisations do the same project and then they all take benefit for the changes without quite accounting for the impact. Which means it's really inefficient and really unjust because huge, huge, huge sums of money are being misspent.

 

D: So what happens when they finish the project and move on?

 

K: Oftentimes it means they are warping industries too. I'm not a pure capitalist and obviously capitalism has problems but you tend to do a good job of supply and demand. The problem lies when, for example; one of the projects we worked on was a water resiliency programme in the southern nations and we were doing a lot of research into how you build more resiliency and we found out that although wells were being built the people were being charged for it, something like a quarter of a cent, a ridiculously small amount of money, but because most of the people who lived there weren’t earning any income at all it was an absurd amount of money for them because it was out of their reach. So, it was impractical, but that's what the Funder, EU Aid wanted to build, so they end up building dozens more that no-one could use.

 

D: That’s really sad but also really enlightening for me, I didn't know any of this. So how do we change that going forward?

 

K: Africa pays twice as much in debt repayments for every payment it receives in aid, and a lot of aid is tied to military support. Change needs more just relationships on the international level. Luckily Africa is developing a pan Africanism on most things so the reliance on aid from the West will lower over time and hopefully better relationships with trade will develop over time.

 


D: Why did you choose politics and economics for your first degree? I understand your MBA because it fits beautifully with all the work you are doing, but politics, economics and philosophy as a starting point feels very different.

 

K: My degree title was politics, philosophy and economics with industrial experience in Spanish, and to answer the question is it’s because I can't choose (laughs). I want to know everything, try everything and do everything.  It was a mixture of being interested in politics and strategy in particular which I still am. I hope one day my career will take me back to strategy. Also at the age of 18 it meant that there was a freedom in not committing to something fully.

 

D: You owned a store called Sanchos where did that name come from and what led you to set it up and move from doing pop up to bricks and mortar?

 

K: The name is like a nickname, a name my parents called me, Sancho or Sanch at home, as most of my family do. It originates from home and is descriptive of chubby girls who are strong and have a of bit fight in them, which means they are the type of the people who tend to get that name. I thought that as it's something that I think reflects me well, I thought it would be fun to call a fashion brand the same without knowing what the brand would become. The name was decided during a taxi journey in Addis Ababa in five minutes, as we needed a name for the domain and URL. I like it and most people also really like it plus our logo is a lioness, because I'm hugely motivated to empower women. It made sense in 2014 but right now it seems a bit dated, of course there is so much we still need to do, and of course there's so much injustice and inequality because of gender, but it’s 2024 why are we still here? Why is there still such a gender pay gap? Why is there still such a political decision-making gap in every way? I feel right now, I wish it was a bit more radical, because at the time it was #girlpower go for it and right now I'm fed up with the lack of change.

 

D: I think it’s a great name, it sounds Spanish, does it have a Spanish origin?

 

K: A Mexican film my parents saw called Pancho El Sancho was really popular in Addis in the 80s (1988) and the funny character Pancho was ridiculous, he was a psychic and he ate a lot and that’s why it became a descriptive name for people who eat a lot. It's an affectionate name not critical.

 

D: As you said your logo was a lioness which depicts a strong female force. What led you to set up Sancho's?

 

K: In 2014/15 people were still using the excuse, that there's nothing from sustainable brands or what can I do, there's no option offered, or that option doesn’t exist or they had a real complete misunderstanding of the impact of the fashion industry. What we wanted to do was to put everything under one roof so that consumers could make informed decisions about how their money was influencing climate change and product development and product use. We wanted to have the conversation around, who makes your clothes, what impact your shopping decisions is having in the world, whilst connecting with the brands and putting them into one place so people could make a holistic lifestyle choice, and holistic lifestyle shift. That was why we set up the business the way we did and it's why we opened the store. From a personal point of view we, (Vidmantas and I) had just left university which is a time when you are trying to figure out so much about who you are and what you should do, and I think it gave us a root to our identity and allowed us to creatively express ourselves, inform ourselves and educate ourselves and discover who we are in a way that was really aligned and sharp. Over time we took a much more a strategic approach to the business and a more market led opportunity. We always knew that people should think about the impact of their choices, who you vote for, what you eat, and obviously you can't reorder everything, but those who can should and it's important for us all to consider what options we have. That has always been a core value mine and Vidmantas’s it was a fulfilling experience for us, it was nourishing and rewarding. Having a physical space, a place in the community and a role within the community helped us get to know who we were as young adults.

 

 

D: What problems did you face building that business?

 

K: Inexperience was a challenge, a lot of people are afraid of business because they think you need to have really specific characteristics to succeed, that you need to be a certain type of way. That's true to some extent, as you have to be comfortable with risk and uncertainty, but beyond that I think it's a function of what you've experienced in the past, and most people who are successful in business either come from the industry or they have networks, where they belong to a family or community where that type of business is communicated. But we are alone and away from our family and didn’t have much work experience, marketing, sales or business experience, and I think that that learning curve was huge and prolonged, so that was a big challenge. But I think every person going into business will experience that to some extent. We were definitely affected by having restricted budgets, when we set up Sanchos it was with our student overdraft with something like £1,000. We tried to get a loan but the bank refused. Running a business with no money is challenging.

 

D: Did they give a reason why?

 

K: They said the loan was too small and that we didn't have an experienced enough team, but I know lots of people who have smaller and bigger teams and less experience but that was their reason. I see it now with people who are starting companies I see them trying to reckon with the reality of trying to create a business with no money and it's impossible. It’s important for people to learn that they can spend time getting money to do their business and that that's an OK and possible way for them to do it, but we didn’t know that then.

 

D: You have ethical and sustainable pillars that you adhere to with your work can you tell us what they are?

 

K: Fair Trade as 2 words and the way we look for that is through 3rd party accreditations like the Fair Trade Foundation the WFTA or Fair Wear. Not all companies can afford those accreditations and should that be the case, we will look for evidence of the bargaining power of the worker. Perhaps it’s an artisanal product and the craft person is the person selling it, or it's a small collective but they have Fair Trade principles in place, like prepayment so that's what we look for in those cases. Then we look for natural materials that are organic, because the fashion industry uses around 10% of the worlds arable land and it's very water intensive. Organic materials on the other hand use rain fed irrigation, they don't use pesticides and farmers are not tied to the debt cycle of fertilisers and seeds of inorganic production. Also when the garments are worn they are less likely to be toxic and when they are discarded they are less likely to be toxic too. We also look for recycled materials, if they are using a synthetic material like polyester we will look for a recycled one. Then we try to choose pieces that we know people are going to wear at least 30 times, which is essentially a rejection of trend, and an embracing of capsuling. We really want to sell things that we love and feel really nice to wear. A lot of what we sell we have sold for five years and we carry it because we know that eventually people will need that exact thing again and they'll need it over enough time for us to hold on to it. 

 

 

D: You also had a unique way of pricing in store can you tell us about the pricing points you had and why you did that?

 

K:  I sent a marketing email out during the first Covid lockdown with some products that had arrived and were absolutely beautiful and very ethical, the perfect type of product. I got an email back from a customer saying, great product can't buy it it’s not in my price range, I’m leaving your newsletter. That really hit me, because yes, not everyone has the same budget. People shy away from this problem in the sustainable business field, this idea that is unaffordable to most saying instead, save enough money to buy it or they say don't buy it.

    But there's still that fundamental problem, that in order to live more sustainably, it’s the consumer that has to take on the extra costs and the true reality is, that we all sit in different places, where for some of us that’s doable and for some people it's not. So, should those people not have better quality products are going to last too? Terry Pritchard wrote about shoes and how expensive it is to be poor. He talked about the cycle of buying and replacing things using the example of shoes. His character buys a pair of shoes, they get damaged they have to buy another, they get damaged, they need to buy another so that that first £10 pound purchase becomes £50 pounds over the course of the year, so there is a cost to poverty. Is it not the responsibility of businesses too alleviate that in some way? I would say it is. If you have more money you should pay more money, you should pay more money for everything actually. That’s why instore we had tiered pricing on a range of our products, not on everything because it's really dependent on what things cost us and what we can afford to discount and we can't afford to do that for everything but on the things we can, we give customers an option to pay either a cost price, or a cost plus staffing and marketing price, or full price, which covers the profit that we will make from the item too. The impact that has is that it makes people think about the category that they actually fall in to and a lot of people realise that they have more than they think they do. Of course there are a lot of consumers who will say sustainable fashions really expensive, but what they actually mean is, I don't want that item, which are two different things. I had a customer who is a councillor, once choose the lower price. Now councillors are not paid a huge amount of money, but usually to be a councillor you have to have at least the luxury of time. She had chosen the lower price but came back and said ‘actually I reflected on it and I think that I can pay the higher price, can you choose the high price for me?’ We have also had some people over pay, saying let me give you more money to offset the cost of the lower price. We have also had lots of people who have selected the lower price and because of that felt included in a company that they agree with ethically and now own something that otherwise they might not be able to access.

 

D: That’s amazing an amazing way to be inclusive.

 

K: You would think that's how more services should work, right? Fashion is obviously not an essential service but it is a really great tool to communicate ideas. 

 

D: How have the last few years affected you? A lot has happened, big world events and changes in how the UK does business.

 

K: I think that’s such an important question to think about and reflect on because while you experience it you don’t reflect on it. We now have clear visibility of inequality and I think the good thing about that is that it's created a new social discourse where people are way more critical of those who have power, wealth and privilege. It is absolutely necessary for us to affect the balance of power and privilege but experiencing it is challenging. I feel the experience a lot of people have is that so much change has been outside of their power. Lockdowns, Covid, Brexit, global war so much of it is out of our power that it can feel disempowering, yet in smaller pockets I felt more empowered. More empowered to trust what I feel and know is valid. A positive of the lockdowns we lived through was that suddenly we had access in rooms at an international level that were inaccessible in person. Making it easier to be interactive with spots and spaces that had more power and influence in different areas than before and I think that helped teach me the real scope of my work and thoughts and beliefs.

 

D: Do you still hold your swapping events? Tell us what initiated that.

 

K: It was the awareness that there's too much fashion out there and such a mismatch between what people want, what they have, and where things are. The swaps are a really great way to get people to share what they have, bring them in, and keeping garments in use. 

 

 

 

D: You have built this out further by creating an app called Owni. What is your aim with the app?

 

K: What I know very clearly is that we've sold products to people that they are not wearing that are sitting in their wardrobes. We often think about the problem of over consumption at the point of the consumer, that the consumer has bought too much. But actually businesses have sold them more than they needed.

I wanted to create a way to connect brands to the second life of their clothes, because brands have the most influence of what's produced and created. They also have the most information about their products which will help inform the end life of the items and how they are recycled. I realised that we had all the core systems there to build that and we only needed a platform to engage people and a way to do it efficiently and at scale. We could have said we will buy back your items and resell them. The problem with that is supply and demand again and the efficiency of how much and at what volume we could do. Plus how do we find the potential customer. Using peer to peer people can buy and sell between themselves and potentially be more efficient and be of more value.

I believe that businesses need to produce less I believe that degrowth is absolutely necessary, but it will be really hard to convince businesses to do that when that essentially challenges the longevity of their models. What Owni does is that it gives them a way to continue to service the things they have already sold through this peer to peer platform and generate revenue after the fact be that two, three years after the sale, over and over and over until that item can no longer be bought and sold second hand.

Then when the item reaches that end point within a circular ecosystem we know where it started, we know who purchased it, we know how it's changed and we can take all of that information and connect it to recycling facilities so that they can recover items in bulk and then produce new. That's the mission and it should be possible. The challenge is getting enough coverage to be effective, but I think we're going to get there and we've have some really exciting traction with independent brands who are already engaged. Plus we have some really really huge companies who are interested too like M&S. We built the app by fundraising.

 

D: The app has been up and running for a while now.

 

K: Yes, people can buy and sell on it like they can on eBay, Vinted or Depop. We also have the recycling integration ready for use. I am so optimistic of the potential of the circular eonomy to really create the world we want to live in. There is so much potential in underused items. One of my favourite things to do is to go to recycling centres. There is an amazing one here in Exeter and I love seeing the potential of the garments there, thinking if only the right person or the right company was looking at that waste, something amazing would be created from it. It's a really exciting opportunity.  

 


D: What drives you Kalkidan, what is your mission?

 

K: I think the world could be better and I think it can. It can be scary and sometimes it's difficult to see what you can do. But fundamentally I think things can get better so it's better to do something about it than not to, and I guess that's what drives me.

I hate seeing injustice and I hate experiencing it, and I hate when I'm exposed to it through the people that I care about and know. It clicks something in my mind and soul and makes me want fight.

 

D: How do you see the future?

 

K: With OWNI I think we can encourage the worlds biggest brands to take responsibility for over production in an effective way and in a way that transforms how people interact with what they own. I think that people, powered with the in depth details of what they've purchased, where it's from, its carbon footprint, who made it, it’s material composition and the ability to style it will allow them to be huge curators of what they own and take real passion in that. I'm really excited to create that way of interacting with our things, that will be amazing.

I spend so much time focusing on all kind of arbitrary metrics, like percentage growth rate, or social media engagement. I'd love to do all of that whilst also having time to read a book a week (laughs). 

 

Links

 

Web            Owni

                    Sancho's

 

Instagram    Kalkidan.Legesse.Mekuria

                    Owni.App 

                    Sancho's

 

LinkedIn       Kalkidan Legesse

 

 

 

 

 

 


 

 

 

 


 

 

 


 

 

 






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