7 Big Lessons We Learned While Starting A Sustainable Fashion Brand

Maria & Ashley in LYV-ON SUMMER CAPSULE from their Campaign Shoot

I met Ashley and Maria, the creative power-duo behind LYV-ON almost a year ago. Back then, LYV-ON was already a small but growing online community with clear values, attitudes, and style.

But it wasn’t a fashion brand. At least, not quite. The idea to start a fashion brand was certainly there but it was exactly that. An idea.

In the past year, however, I saw that idea growing and slowly becoming real. I saw Maria and Ashley working hard to get the designs right. I saw them testing the fabrics to find the right one. I saw them learning a lot about the garment-making industry. 

And I feel incredibly lucky to have whiteness in all of that.

Now that the first LYV-ON collection is out and the first impressions have settled down, I wanted to take the moment to reflect. So I sat down with Ashley and Maria and asked them to share with us some of the lessons they learned in the process.

Here’s what they told me!

1. It’s harder than we thought

Though both Maria and Ashley had years of business experience and knew the industry, somehow it was harder than they thought. They knew it’s going to be a lot of work yet it turned out there was a lot more than that. They weren't aware of all the small steps needed to, for example, make a pattern.

Starting a fashion business is exciting and creative. But it’s also something that requires patience, learning, adapting, and time. Deadlines had to be moved and compromises made. However, neither of them has any regrets for going down this path.

2. It doesn’t have to be perfect

Originally, LYV-ON wanted to use more natural fabrics and truly focus on the sustainability point. However, they had to switch partly to recycled polyester. It may seem like a big change but Ashley points out that it wasn’t really.

While they wish they could use 100% natural materials they didn’t want to compromise their main goal. And that is to produce ethically while remaining an inclusive brand, available to many. They might not be perfect but they stayed true to their mission. After all, that's what matters the most.

3. Community comes first

As Ashley puts it: “Community first, business second!”

LYV-ON started and is continuing primarily as a community of women. They wanted to be a part of something bigger than themselves as well as support other female entrepreneurs on their journeys. At the end of the day, as they explain, women sticking up for each other is what will change the world.

Even though they now have a clothing line, Maria and Ashley still put an emphasis on creating educational and entertaining content, sharing tips, opening up the conversations, and offering a safe space for everyone to join.

4. It’s the journey that matters

Maria and Ashley aren’t hiding that they used to be shopaholics. They like trends, novelty, and fashion. Yet, they are on a journey of shopping mindfully and learning to take care of what they already have. They have come a long way but still, they are aware of the changes they had to make.

Because of that, they don’t want to be preachy when talking about sustainable fashion. Instead, they want to be the first shop of a shopaholic’s journey. They hope that once someone joins the community, sustainability will gradually become a part of their lifestyle.

5. Don’t be afraid to be different

“To be honest, I would have been shopping sustainably a long time ago, had there been more options for someone like myself”, says Ashley.

Both her and Maria love making a statement. Yet, most sustainable fashion was pushing for neutral and minimal. So they knew that LYV-ON would be different. It seemed risky but they didn’t want to give up on bold prints and vivid colors. As they emphasize, they still want to give maximum flexibility with their clothes, which is why they made them practical and versatile. For example, their biker shorts are reversible: a safe, solid color on one side and a fun print on the other side. 

6. It’s about small wins

Turns out that starting a sustainable fashion brand doesn’t involve a big breakthrough. Instead, it’s about small wins over time.

Everything is such a process that goes through every step is a small victory. There are many happy moments that are worth celebrating. Moments like seeing the designs with the LYV-ON logo for the first time or holding the prototypes will definitely stay in the memory. But so will making the promotional photos and video, as well as seeing the designs on somebody else for the first time. Such moments are worth all the effort!

7. Many things come before money

Sure, money matters, especially to a business. But Maria and Ashley knew that it’s not going to be the main focus. As said above, they created LYV-ON for the community first, to shine a light on sustainability in fashion.

Still, they learned that there are other things that come before money too!

They realized that seeing a woman wearing their clothes at an event she was looking forward to is priceless. But so is seeing getting feedback on their work. Or seeing that someone is making changes in their life because they read an article on LYV-ON. No money can replace these things.

All of us at LYV-ON want to thank you for being a part of this journey. You are the reason why we do what we do and why we want to continue to improve. Our first collection, which is now available online, is here because of your support!

LIVE YOU, LOVE YOU.

XO ,

TENA