How long have you been in business?
Less than a year
How did you come up with the name of your company?
Pretty easy. It is a combination of my son and daughter’s name. In a way, NIOVI is my third child.
What does “sustainable fashion” mean to you?
“A quality piece of clothing made by treating everyone involved in the supply chain fairly, using sustainable and durable materials that will last a lifetime”.
What inspired you to start a sustainable fashion brand?
Witnessing farmer suicides due to drought and environmental pollution caused by fast fashion industry near Tiruppur, India. Many of us don’t realize the environmental impact of the fashion industry. From exploitation of farmers and workers to affecting the livelihood of millions of people downstream by releasing toxic dyes in rivers, the impact is huge. I wanted to do my bit to change this and that’s how NIOVI was born.
What is your company’s mission?
We launched as a baby wear brand primarily focussing on retail. We are now working on our next range for sizes up to 7 and want to position ourselves as a children’s lifestyle brand specializing in sustainable and organic clothing. We also wanted to expand our wholesale portfolio and offer our ranges to boutiques across the world.
Do you have a 5 or 10-year vision for your company that you could share with us?
We see ourselves as a global children’s wear brand servicing our customers with on trend organic clothing at an affordable price tag.
Who is your customer?
Anyone who leads or want to lead healthy, toxin free lifestyle. If we try to narrow it down it would be a parent who wants to provide the best for his/her children by making safe, sustainable and environmentally friendly shopping choices.
What is something you wish people knew about sustainable fashion?
I prefer people know the truth behind fast fashion. An ethical, environmentally responsible fashion industry should be the norm and I look forward to a day that becomes a reality.
What’s the most challenging thing about running a sustainable business?
Communicating to the customers about why our prices can’t compete with shops that sell a t-shirt for a dollar or two. Doing everything right from seed to finish costs money and consumers mindset needs to shift from buying quality over quantity.
Is there someone who inspires you and why?
My children. They inspire me in everything I do. I want to leave this beautiful planet for them and millions of children in this world in a way they would cherish and preserve it. Sometimes, when we think about what we are doing to our natural resources is pretty scary and I feel I am just doing my bit to protect it.
Other than your own, which sustainable fashion brands do you like?
My fave sustainable fashion brand is People Tree.
Is there anything else you’d like us to know about you or your company?
NIOVI is a small brand with lots of love for children and earth. I just want to add I am happy to support and guide anyone who is thinking of starting a sustainable fashion brand. I feel more brands need to embrace sustainable fashion for the sake of this planet and its people.
Just For Fun
What’s your spirit animal?
Whale. Quite self-aware and emotionally tied with loved ones.
What’s your favorite color?