When it comes to ethical fashion, names like Stella McCartney, Alex and Ani, and Warby Parker might come to mind, but the name Sonia Agarwal may not… at least not yet. I have seen Sonia’s passion first hand in classes at Babson College where we both graduated in 2012. Since graduating, Sonia has created Asia’s first online marketplace for ethical, luxurious fashion called WHITENIFE. I had the privilege of asking Sonia a few questions about her venture. Continue reading to learn more about her company and thoughts on the future of the fashion industry.
How did you come up with the idea for WHITENIFE? What initially sparked your passion?
I have always been passionate about fashion, entrepreneurship and conservation. On graduating from Babson College in 2012, I found my true calling in WHITENIFE. Initially WHITENIFE was found to develop a premium, animal-friendly alternate to leather. During its research, it was introduced to Elfh- a patent registered, mineral based composite that is 89% close to genuine elephant ivory. It has been quite a remarkable journey for WHITENIFE as for today it has transformed to become Asia’s first marketplace for ethical fashion products. It currently houses over 20 brands & designers from over 16 countries and ships globally.
What has been the hardest part of starting your own company? And the most rewarding?
WHITNIFE has always been forward thinking in the fashion industry. It has evolved many times to take its shape. These transitions have been certainly been challenging, but have allowed me to introduce a fashion platform that can address social-environmental world problem. It gives me a great sense of satisfaction to allow fashion enthusiasts to indulge in fashion without guilt.
What is your criteria to consider a brand “ethical”?
Ethical issues have always been subjective and there are many ways a fashion brand can choose to be ethical. For us at WHITENIFE, Ethical Fashion is about celebrating real fashion and empowering communities. WHITENIFE supports many of world’s big problems today such as education, human exploitation, and loss of biodiversity, waste production, water pollution, community development and women empowerment.
Every brand on our platform supports at least one of the eight causes below:
- Artisan & Craftsmanship Conservation
- Animal Friendly & Vegan
- Environmentally Sustainable Materials
- Conflict Free Mining
- Up cycle& Zero Waste
- Cruelty Free & Ethical
- Women Empowerment
- Social Development
What are your hopes for the future of the fashion industry? And how do you see WHITENIFE playing a role in that?
The dynamics of the fashion industry are changing rapidly. We envision, that in the coming years, fashion corporations will be more sustainable and young, upcoming designers will take immense pride to embrace the possibility of transforming the world with Fashion.
WHITENIFE has been a pioneer in the fashion Industry by creating Asia’s first platform to curate ethical brands and designers from around the globe. This platform will not only allow fashion connoisseurs to adopt a more sustainable lifestyle but also encourage more brands to strive towards sustainability. In order to extend our promise to be green, WHITENIFE works with its brands to reduce carbon footprint.
What advice would you give to someone who is trying to create a more ethical wardrobe?
It is a myth that in order to have a more ethical wardrobe one needs to compromise on design and craftsmanship. One simply needs to address How is it made? Where is it made? With what is it made? Who makes it? And of course visit www.whitenife.com a platform that curates brands that address these positively.