Nick Azar and Aicha Robertson are making waves in the fashion industries journey towards sustainability.
The duo joined forces to create their sustainable bamboo luxury basics line, The Great Beyond late last year. By fusing their design and marketing backgrounds, the pair’s comfortable and accessible designs have taken off. Ethically minded women who value effortless style, quality and comfort in their wardrobes are rushing to get a piece of the innovative new label.
Aicha is the blogger behind The Fashion Heist, and has her finger on the pulse of rising online fashion trends while Nick has an extensive drawing and design background. By merging the monochrome styling and basics trend taking the fashion blogosphere by storm with innovatively cut basics, the pair have successfully cracked the market and turned their passion for sustainability into a commercial venture.
The pair are hands on with their production team and enjoy seeing their upstream suppliers flourish. As they move towards ethical certification, Nick explains why taking the first steps towards sustainability is crucial for every fashion brand.
“The way I see it, social responsibility and awareness is more than a destination, it’s a journey. How can you achieve perfection from day one in an industry where raw material comes from one place, the manufacturers are in a different place, and you’ve got things like dye? Where does that come from, who knows? But it’s a matter of having the idea that you can do it better, with less impact and everyone involved being happy about what they are doing. It is a commitment of our brand to always improve. How it is made, and where it has come from is all part of the conversation now. The awareness is always growing, creating a platform for brands with an ethical code of practice like us to find their audience.”
The Great Beyond is also expanding through creative collaborations.
“One of my favourite aspects so far has been working with creatives in the fashion industry. We are building on having a system and creative house for fashion bloggers or illustrators to come and collaborate with the line. There are so many fashion bloggers and it is hard for them to find work in the industry. Fashion labels should start incorporating them into their budget, because if you can afford them, then why not? And they can help you to reach a different audience,” says Aicha.
Nick and Aicha’s tips for other fashion entrepreneurs starting out are to dive in, set timelines and goals, find a partner to motivate and move your creative energy forward, while refining and keeping your ideas commercial in the early stages. However, the most important factor is belief.
“Belief is a big part of every endeavour. And to know that it is going to happen. It might be a matter of time, but to work with faith, gives a lot of power to a project, ” says Nick.
As The Great Beyond flourishes, Nick and Aicha will begin to release more experimental designs, with button down shirt dresses, wrap skirts and pants entering the mix in the next collection.
With showing at Sydney Fashion Week on their minds for next year, as well as continuing to develop towards an internationally recognised and loved brand, Nick and Aicha are set to continue driving the sustainable evolution.
If you would like to know more about The Great Beyond‘s journey, and Nick and Aicha’s tips for fashion entrepreneurs you can watch their full video interview above.
Words by Caitlin Bennett
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