Prioritizing Eco Apparel

Born in Germany, Sinje Lesemann’s background is in fashion sales and marketing. She worked as Sales Director in London, Berlin and Los Angeles before moving to New York to launch KOZA, a small range of baja hoodies, dresses and bags. The relaxed look was a huge success with both press and buyers and the debut collection launched with influential retailers including Net-a-Porter, Elyse Walker, Alchemist, The Webster Miami, and Moda Operandi. In 2017, Sinje changed the name of the brand to PARADISED to better reflect the sun-drenched vibe of her brand that combines laid-back holiday style with a street edge. PARADISED was picked up by leading retailers including Saks Fifth Avenue, Nordstrom and Shopbop. Sinje designs for the modern, on-the-go woman who lives a cultured life and wants easy pieces with a forward feel.

1. Tell us about yourself. When did you first know you were interested in the fashion industry?

I always loved making things. As a child, I was all about arts and crafts, as a teenager, I worked with a goldsmith and learned how to make fine jewelry, and throughout high school, I designed and made clothes. I always dreamt of being an entrepreneur so I wanted to learn as much as possible about all aspects of running your own company. I studied fashion design in college and afterward, while already working in sales at one of the coolest British fashion brands, I also studied to get my master's degree in fashion marketing. I spent the first 15 years of my career in sales and marketing before getting back into designing and launching my first brand.

2. How do you / your team generate new ideas?

It sounds cliche but ideas really can come from anywhere. If you walk around with open eyes you can find inspiration anywhere. For me, the best way to generate new ideas is through traveling. Seeing the world and experiencing different cultures is what gets my creative juices flowing and it’s how I come up with the direction for a new collection.

Once we have decided on a direction, the team and I work on research to hash out the concept. I find the best way to work collaboratively is with Google docs. It is one of the best tools to work in teams (especially when you work remotely) and it is free! We create mood boards and collection structures where everybody has access to and can add their ideas.

3. Do you have any specific rituals for resetting creativity?

I’m a big fan of escapism to step away from my normal day-to-day and reset my creativity. As mentioned above, the best way for me is through real traveling. Geographic distance makes a huge difference to me and I find it necessary to completely detach myself to clear my mind and create space for new ideas.

Whenever I can’t travel, I like to escape by reading books. I really enjoy reading non-fashion-related novels and my favorite way is to sit in the sun with an ice-cold beer and get lost in a good book.

4. How do you identify trends? What resources does you use to spot trends and consumer insights within your industry?

I read fashion industry news like the Business of Fashion or Fashion Network to stay informed and I check out Vogue Runway to see what other designers are doing. That gives me a good idea of what is going on in our industry. Then, of course, there is Instagram as a constant source of consumer feedback. Trends become apparent because many people tend to share the same things.

5. What is the biggest challenge you face when innovating within your field?

Sadly, the fashion industry is one of the worst polluters on the planet and we have a long way to go until we reach sustainability. Up until now, there have been limitations with regard to using sustainable fabrics: the feel, the look, and even the costs make it quite difficult to produce beautiful products at competitive prices. However, there have been great innovations lately that I am excited about. For example, mushroom leather or textiles made out of ocean plastic waste. Big luxury labels have the resources to develop these materials but they are much harder to access and implement for a small independent brand like PARADISED. Scaling these innovations and making them accessible to smaller brands will be key for the fashion industry to improve itself.

6. Has there ever been an instance where another industry has influenced your work?

I am really interested in interior design and architecture and am constantly influenced by trends in the home furnishings industry, particularly when it comes to prints and color palettes.

7. What makes an innovative work culture? How do you create a culture of innovation?

I think innovation needs time, space, and freedom to explore. Time is probably the hardest one to have because of the fast-paced nature of the fashion industry. I think it is imperative to have the freedom to explore to generate the best ideas. That means there are no taboos and there is no such thing as a bad idea. I’m a huge fan of brainstorming and just blurting out whatever comes to mind; not worrying if it's a good idea or not. Sometimes the best innovations stem from a “stupid” idea or a joke that you just build upon.

8. Looking to the future, how will your brand continue to be a leader in innovation?

We will continue to design fresh collections that are unique to our brand DNA. We take streetwear styles and “beachify” them and take beachwear styles and “streetify” them. Influences are seen through the silhouettes, details, fabric combinations, and trims. Touching on current trends and what’s happening on the runways, our collection consists of looks that travel well and integrate into modern women’s lifestyles. Lightly structured pieces are crafted from breezy fabrics. Dresses, pants, and jackets work as well in the city as they do in the sand. We will also invest more into using sustainable materials and manufacturing processes.