When you think about ethical fashion brands, the first thing that comes to mind is ethical practices and the use of sustainable materials. Minimalist takes it up a notch! The NYC-based designer and a proud mom of two children, Tamara Daydova, was motivated to build a purpose-driven sustainable fashion brand that rebels against the norm design and production processes. She founded the ethical luxury that adopted a circular business model, which aims to eliminate fashion’s landfill problem, as opposed to the take-make-waste linear production model practiced by most apparel companies these days. Definitely a wow factor! Besides designing for circularity, Minimalist really carries its name in that they keep the number of components in each garment as low as possible and only keep what is absolutely necessary to reduce environmental impact. Explore with Jejune how Minimalist contribute to the world of sustainability with their circular business model in our exclusive interview below.

Where are you based?
MINIMALIST Tamara Davydova is an NYC-based, Soho native brand.

What inspired you to become a fashion designer?
I was a classically trained painter and discovered fashion as another art form when I enrolled in Parsons School of Design in New York.

How would you describe your personal style?
Minimalist.

How would you say you developed your own style?
I was influenced by 90’s minimalism when I was studying fashion design at Parsons School of Design. My design aesthetic was shaped by Calvin Klein, Jill Sander, and Helmut Lang who were at the height of fashion at that time.

What advice would you give to young fashion designers?
Study the craft and then find your own voice and purpose in what you create.

What prompted you to establish your own brand, MINIMALIST?
I always knew I wanted to start my own brand, but I also knew how much waste and excess product the industry already created. The emergence of a circular business model resonated with me and was the catalyst for launching the brand. The goal of designing for circularity is to design high-quality garments in such a way, using only the best materials that will be fully recyclable and eliminating the landfill out of fashion’s equation.

What is MINIMALIST’s philosophy?
Minimalist is anchored in timeless design, luxurious fabrics sourced from Europe, and finishes that ensure a garment will retain its value for the option of resale, and the ultimate goal of recyclability. I designed the collection with a closed-loop circular future in mind.

Could you tell us about the creative process behind MINIMALIST’s collection?
When I design a garment, I think of every individual component as an ingredient--no different from reading a label on certified organic food. Each product page on our site features a drop-down with “our ingredients” where our customers can learn about the content, origin, and certification of our materials. We use innovative fabrics made from organic and/or recycled content, and we use single-fiber materials whenever possible, to ensure the highest potential for recyclability.
We uphold the same standards for our trim as we do for our core materials. Elastic is sourced from Austria and crafted from organic cotton and natural, biodegradable, and recyclable rubber. Italian-made OEKO-TEX® certified zipper finishes are free of harmful chemicals. We use Chargeurs Sustainable 360 line shoulder pads and interlinings, which are made from GRS-certified post-consumer materials, which are recycled instead of heading into landfills. Even our garment bags are either compostable or water-soluble and marine-safe.

Who is MINIMALIST’s ideal customer? Why?
Our customers are women leaders; founders, executives, and professionals in the arts, fashion, beauty, law, medicine, and science. The common thread is that these women want ethically made, sustainable fashion that doesn’t contribute to the climate crisis—but they are chic and don’t want to sacrifice style. And they shouldn’t have to.

Can you explain circular fashion?
Circular fashion is an antidote to the traditional linear take-make-waste system. In circularity, it’s take-make-recycle (fiber to fiber) that ultimately eliminates the waste problem. Circularity starts with design. Designers play a crucial role in ensuring that circularity is possible -- 80% of a garment's environmental impact is based on choices designers make at the very beginning of the loop.
At MINIMALIST I design out the waste and pollution in a number of ways. First, I stick to a minimalist ethos and keep the number of components in each garment as low as possible. Only what’s absolutely necessary. I choose certified, sustainable materials at the outset so I know that each garment is fully recyclable. I also design and fabricate for maximum product life. The growing sustainability movement within fashion has prompted many fashion brands to incorporate more sustainable practices into their production models.

Why do you feel it is important to produce locally?
Minimalist is produced entirely in New York City’s garment district in an effort to support local factories, as well as fair wage and working conditions for jobs that are mostly held by women. The two factories where we currently produce are both woman-owned. It’s also more sustainable to produce locally, especially since the majority of our customers are in NYC.

COVID-19 put a halt on the fashion industry as we know it, hurting it in ways never before seen. How did MINIMALIST continue to persevere as a business during these unprecedented times?
We were in the R&D stage, sourcing sustainable materials and getting ready to launch. We launched in February 2021.

Do you feel we will see even more of a push for eco-brands?
Not enough, I would love to see more demand for eco-brands specifically in apparel.

How can the typical consumer become more sustainable?
Become curious about sustainable fashion brands and products and support them. We as consumers vote with our wallets. The more sustainable, emerging designer brands succeed the bigger the impact on the overall industry to shift towards circularity.

What do you hope for the future of fashion?
More fashion brands adopt a circular business model in their supply chain.

How have you been staying positive during shelter in place?
Yes, I took the time to align my personal values with my design work.

To learn more about Minimalist, please follow them via the below platforms:
https://minimalist.nyc/
Instagram - @minimalist.nyc

MINIMALIST: New Approach to Sustainability