From The Straits Times    |

Sui

In the dynamic landscape of fashion, sustainability and empowerment take centre stage with Sui’s latest initiative. The Singapore and India-based brand, under the leadership of Mahima Gujral, has launched its 12th collection, “Journey”, accompanied by the inspiring #SUIISSHE campaign — a vibrant tapestry of stories, spotlighting 10 extraordinary women from diverse backgrounds, each a leader and advocate in their own right.

The #SUIISSHE campaign features women such as Mary Victor, a body neutrality advocate; Maria Marinay, founder of Beige Social; and Yulianna Frederika, founder of Lepak Conversations, among others. These women share their unique narratives, challenges, and triumphs, embodying the spirit of the Sui community. This initiative underscores Sui’s commitment to crafting clothes and weaving the stories of those who wear them.

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Photo: Sui

Founded in 2018 by Mahima Gujral, a graduate of Lasalle College of the Arts, Singapore, and SDA Bocconi, Milan, Sui stands at the forefront of the sustainable fashion movement. Gujral’s journey into mindful purchasing and conscious living led to the inception of Sui, a brand that intertwines fashion with sustainability in an engaging and relatable manner.

The “Journey” collection, part of the #SUIISSHE campaign, is a testament to Sui’s ethos. It offers versatile pieces crafted in sustainably created fabrics using slow craft methods, designed for women playing diverse roles in life. The collection is not just about clothes; it’s about the stories they tell. Each piece is adorned with motifs symbolising self-love, strength, and new beginnings, crafted in organic cotton through techniques like hand block printing and hand embroidery.

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Photo: Sui

Sui’s approach to sustainability is holistic. The brand practices a zero-waste fabric policy, turning scraps into accessories, and uses azo-free and herbal dyes to minimise environmental impact. Worker welfare is paramount, with fair pay, safe workspaces, and a balanced work-life for their team of tailors and embroiderers.

Education is also a key pillar in Sui’s philosophy. Through social media and its Green Journal blog, the brand shares insights on sustainable practices, encouraging small yet significant steps towards a better planet.

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Photo: Sui

As Sui approaches its six-year anniversary, its journey is a narrative of growth, learning, and continuous improvement. The brand’s story, deeply rooted in the love of craft and sustainability, is a beacon of hope and inspiration in the fashion world. Sui demonstrates that fashion can be beautiful, impactful, and, most importantly, kind to our planet and its people. www.wearesui.com

This article was originally published in The Peak.

 
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