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revisiting the goals...

Sanna Karjalainen


Being able to stay true to my personal values has been the main motivator to start my own business. Especially in fashion, there are so many people involved and making decisions that are out of your control that may cause you feel like you’re not in it for the right reasons. Everyone needs money to be able to live in our society but I think enjoying your work is more important than a big pay check.

Over the past year I’ve built a start-up and have found the niche I want to focus on, but lately I’ve started to question my ethics. I realised after releasing the organic collection that suddenly my brand had changed from the slow upcycled fashion to something that I wanted to make fast so it could sell faster, feeding into the capitalist mindset. I had a slight brand identity crisis after feeling like a complete failure when I didn’t get an award for my work (and completely ignored all the amazing opportunities and events I’ve had already been part of this year). I had to take a good look in the mirror and ask whether I was in this for the right reasons anymore. And then realise that I wasn’t.

I want my brand to influence YOU, to live a more intentionally and being more conscious about your choices. I don’t want to influence you to buy more stuff if you don’t need and love it.⠀⠀

I’m going to keep making things and sharing my projects, and you can still buy it if it is something that will bring you joy. But don’t feel the pressure. You can support the small business owners in many other ways and by sharing their work with other people!

Thank you for all the support I’ve received, I read every comment and celebrate each follower!

TLDR: More influencing, less capitalism.