ZHUO is a New York Fashion brand for sustainable clothing and fashion accessories. It works/collaborates with people who come from different industries. The name “ZHUO” is a Chinese character with multiple layered meanings: polish, refine and think. The name signifies the opposite of fast fashion.
”As the founder of ZHUO, sustainable design is something I will always pursue. I think sustainable fashion is more than just addressing fashion textiles or products. It’s about every step involved in the entire industrial chain —It has so many problems and needs more action.”
– Zhuolin Liu, founder + designer of ZHUO
A TALK WITH ZHUOLIN LIU, FOUNDER OF ZHUO
What is the most challenging issue in for an independent label?
It’s very difficult to compete with fast fashion brands and in the meanwhile keep bringing valuable designs.
What’s the main impact of social media in both ways, buying and brand marketing?
Social media provides an equal planform for brands to expose themselves. It even made the consuming process easier than ever. But since it’s such a friendly place for everyone, it doesn’t really make the business less challenging.
How do you manage to choose your models in order to spread better the diversity issue through your label?
There is not prioritization when selecting models. Because when we advertising our products we need to show that we are here for all the audience not just for one group of people.
What do you think is the biggest challenge regarding your work?
There is always material design phase whenever we start a new collection, which is the most challenging part of the work since it involves a lot of experiments and failures.
How do you think your label can play an important role in your daily client’s life?
A “good” design must provide both a useful function and inspires the user/appreciator with a vision for the future. ZHUO spreads a positive value and actions to the society. And we believe that the people who love our brand will also carry this value and spread to others.
What do you think about the opportunity of selling your pieces online nowadays?
We are very fortunate to live in the current society that we don’t have to buy a retail store in order to sell things. It saved budget and reduced the risk. We are very lucky.
Imagine that you must write a letter to your FUTURE SELF. What would you write?
I always believe that you can make it happen!
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