I met Alice last year at Studio B Fashion's (Bethany) launch party. I didn't know anyone when I walked in, but I very quickly starting mingling and became fast friends with Alice from Krait London. She was so easy to talk too and we also had matching shaved heads. We were total badasses!!!! Alice is a beautiful woman inside and out. She values people and the planet and proves this through her brand. She values individuality and also shows this through her designs. Paving the way in sustainability for those behind her, Alice is a living example of how she wants those around her to start living, value the world around you, value those around you and always be the individual you are.
I had a nice chit chat wth Alice. Read on to find out more about this incredible woman.
1. TELL ME ABOUT YOURSELF. WHAT IS YOUR BACKGROUND?
I was raised as rather a nomad. I spent most of my childhood travelling the world with my family, living in Turkey, The Middle East and the United States. I studied fashion in Florence, Italy and then ended up in the London property market.
2. WHAT SPARKED THE IDEA FOR KRAIT LONDON?
The idea of KRAIT came about on the Metro in Stockholm, somewhere between Õrnsberg and Slussen! I had returned from India and moved to Stockholm for a man, which I know people warn you against, I should have listened! I decided this cold, dark Stockholm thing wasn’t working and I wanted to go back to India, but if I was going to go back, I was going to create a business. I was going to construct a life that I wanted, and whilst doing that, I was going to try and help other people in the process. The way I could achieve this was by merging my interest and background in fashion with my humanitarian interests. KRAIT needed to be about Storytelling, ‘Wanderlust’ and empowerment.
3. WHERE DO YOU GAIN INSPIRATION FROM WHEN COMING UP WITH NEW IDEAS FOR NEW PRODUCT/COLLECTIONS?
I am fascinated by culture, travel, religion and general tradition. These all offer me great inspiration. Situations of political unrest also motivate me to create and tell stories through my clothing and campaigns. Art has always interested me, mainly installations, pieces that generate thought. There are some incredible travel photographers out there such as Jimmy Nelson, his images really open your eyes to the vast variety in the world.
4. YOU PRIDE YOURSELF IN BEING A SUSTAINABLE BRAND. WHAT DOES SUSTAINABLILITY MEAN TO YOU?
The definition of sustainablility is “Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” That is what my personal ethos is. I am not perfect though and being sustainable is always dependent on your current situation, just starting in one area of personal interest is beneficial, be it not eating meat, reducing plastic use or buying organic cotton. The world of sustainability can be quite daunting and know where to start can be just as difficult.
5. AND HOW IS YOUR BRAND SUSTAINABLE?
At KRAIT we vow not to produce any new fabric for our production. We manufacture using vintage fabrics or surplus material that is eventually destined for landfill. We work alongside our partner company IPHD India in Rajasthan helping to offer skills training to women. IPHD have just opened up the first female health clinic in the town and are taking huge steps when it comes to education especially for girls. KRAIT doesn’t believe in exploitation, pays fair wages and supports the development in healthcare, education and skills training for women and children.
6. DESCRIBE YOUR KRAIT LONDON WOMAN.
A strong woman, who isn’t afraid to stand out from the crowd. A woman who invests in pieces and has enough style to wear items again and again but style them differently. An artistic lady who’s style evolves with her, she looks striking but never looks like she has tried too hard.
7. WHO IS YOUR STYLE ICON?
My style icon changes on a regular basis! I really admire Zoe Kravitz style and Blanca Miró Scrimieri she mixes utility with femininity and simplicity with flamboyance in the most exceptional way.
8. IF YOU COULD COLLOBARATE WITH ANYONE WHO WOULD THIS BE? WHY?
In my wildest dreams, I would love to collaborate with Dries van Noten. I adore his designs. The shapes are conventionally feminine and invariably flattering, smartly crafted and architecturally sound. The fabric and prints he mixes are nothing short of genius. He also just seems like the most wonderful man.
9. WHAT IS THE BEST ADVICE YOU HAVE BEEN GIVEN? WHAT ADVICE CAN YOU GIVE TO US?
“Never give up.” It is an important message. To start up and run a business takes a lot of work but so does life, finding a job, getting a degree. It all needs self-discipline, determination and time. You have to keep pushing, keep putting in the effort. I think I would have to pass on that bit of advice.
10. IF YOU WEREN’T DOING KRAIT LONDON, WHAT WOULD BE YOUR SECOND DREAM JOB?
Wow, that’s a difficult question. I think I would be teaching yoga and living in India whilst continuing to travel, or I would be working with children somewhere in Asia.
11. DO YOU LISTEN TO MUSIC WHILE YOU DESIGN? IF YES, WHAT ARE YOU LISTENING TO AT THE MOMENT?
I listen to music or have documentaries playing in the background. At the moment I am listening to Khrunagbin, I am about to dress their base player Laura Lee. On my current playlist there is: Mogli, Sons Of The East and Faers.
12. WHAT DO YOU WANT US TO KNOW ABOUT KRAIT LONDON WHAT SETS YOU APART FROM OTHER BRANDS?
KRAIT launched in June 2017. KRAIT London is first and foremost a womenswear brand. What sets us apart from most other brands is that KRAIT is about story telling and creating emotional bonds between women through clothing. KRAIT produces ethical clothing from fabric that is eventually destined for landfill. My designs are brought to life in collaboration with the Indian NGO Institute for Philanthropy and Humanitarian Development and you can track our clothes back to the wonder women who made them in rural Rajasthan.
13. ANYTHING YOU ARE WORKING ON AT THE MOMENT? ANY EXCITING NEWS?
I am working on two new collections. Sourcing fabric from Uzbekistan and Bangladesh. I am contemplating moving KRAIT to Berlin. Next month I am heading to Morocco to find more NGO’s for KRAIT to work with. I cannot wait to see some sun and all that Morocco has to offer.