An Interview With Monica Sanders
Slow fashion requires forming a deeper relationship with the products we use: At IAMBIC, for example, we let customers name their shoes. This creates an emotional bond before the shoes even arrive, reinforcing the idea that these shoes aren’t just disposable accessories. Instead, they’re tools that support us each day, and it’s important that we elevate the expectations of what shoes should be.
As ‘slow fashion’ grows in popularity, more fashion companies are jumping on the bandwagon. Renewable consumption has been gaining popularity for a while, as people recognize its importance, and many fashion companies want to be a part of this change. In this interview series, we are talking to business leaders in the fashion industry to discuss why they are embracing slow fashion and renewable consumption. As a part of this series, I had the distinct pleasure of interviewing Maeve Wang.
Maeve Wang is the Co-founder and CEO of IAMBIC, a tech-driven footwear company that is reimagining the shoe-making process. After 300 fit-related shoe returns over three years, Maeve established a vision to bring personalization and innovation to an industry that has been long plagued by uniformity and mass-production. With over 10 years of experience in strategy, corporate development, and entrepreneurship, Maeve leads IAMBIC’s passionate team of scientists and craftsmen who are scaling the 200-year-old craft of custom-fit shoemaking using AI, streamlined manufacturing, and science-led design. Learn more at iambic.co.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?
I was raised in LA’s San Fernando Valley by my single dad, who has always been my rock. My parents were both Vietnamese boat refugees who left everything behind after the Fall of Saigon for a chance at a brighter future. But I lost my mom when I was young, a few weeks before I turned 11. I’ll always remember her as this elegant, sophisticated woman. Even today, the way she carried herself, it’s something I try to incorporate into my own style.
A turning point for me was being the first one in my family to get a bachelor’s degree. I was fortunate enough to benefit from grants, fellowships, and financial aid, to support my college education at Harvard. It was a place that really changed me, expanding my vision for the type of impact I could make, regardless of how modest my starting point. That’s still something that’s carried through for me, especially as an entrepreneur.
Can you tell us the story about what led you to this particular career path?
I consider myself the “unlikely fashion founder” of an “accidental shoe brand.” It all started with a hefty cycle of 300 shoe returns over three years, just trying to find basic shoes that fit. I started out my career as a consultant at Bain & Company, where I worked with Fortune 500 companies on their most pressing retail, omnichannel and customer experience systems. I later led Delos Ventures, investing and developing products in consumer wearables, data analytics technologies, and digital content. But the thing is, the shoe issue kept nagging at me.
So, I started digging. I spoke with over 200 consumers and 50 experts, and read over 200 academic research papers. I realized that I wasn’t suffering alone. I also realized that badly fitted shoes don’t just cause pain, but also permanent injuries. That’s when I thought, “Why not use my experience to solve this problem?”
Initially, IAMBIC was meant to be a B2B fit prediction software. We used an AI-driven smartphone foot scanner to generate size predictions for shoppers, providing brands and retailers with insights on how to better cater to their customers. But along the way, we realized the root of the problem wasn’t just fit prediction, but the mass-production model of fast fashion. Standard mass-produced sizing was serving only a fraction of people properly, leaving so many of us with ill-fitting shoes.
So, we pivoted. IAMBIC transformed from a tech solution into a fully-fledged shoe brand focusing on personalization. And that’s how I became this “accidental” shoe brand founder.
Can you share the most interesting story that happened to you since you began your career?
Well, the most interesting part of my career has been this transition from software to footwear. Initially, when I founded IAMBIC, it was with the intention of solving a specific problem: the shortcomings of shoe fitting tools. I was looking to improve the existing system, offer better sizing options, and create a more seamless shopping experience. I didn’t have plans of stepping into the fashion industry as a brand.
But when we started testing our fit prediction system, we hit an unexpected road bump. We discovered that the traditional mass-production model was failing. The cookie-cutter approach to shoemaking only works for 33% of us. That leaves an astounding 27% grappling with footwear that doesn’t fit non-standard foot shapes, which leads to discomfort, frustration, and a lower quality of life. For the rest, the fit hovers somewhere in the gray area, or fit just isn’t a priority. It was clear that the issue wasn’t just about predicting the right fit — it was about providing it.
So, we made a big decision and pivoted. We took on a more holistic approach, expanding our AI technology and developing streamlined manufacturing techniques to develop shoes that offer better fit. This pivot allowed us to target the crux of the issue and deliver a solution for those who’ve been excluded by standard sizing, hence our mission of making shoes size-inclusive.
I found myself in a new realm, from tech entrepreneur to “unlikely fashion founder.” It was a twist I hadn’t expected, but it was what was needed to solve a very big, but initially very personal, problem.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
I think my qualities as a leader are really linked to IAMBIC’s journey as a company.
1. Openness to learning: When we launched IAMBIC, I knew there was a problem to solve, but the path was unclear. It was all about learning on the go. As we learned more, we transitioned from fit prediction software to fit personalized footwear.
2. Being team-centric: I focused on the right people, not just the right roles. That’s how our team successfully made it through such a dramatic pivot. For example, our UX designer, a sneakerhead, and our app developer, a material scientist, brought unique skills that were instrumental not just when we were a B2B fit prediction tool, but when we decided to develop our own shoe. It’s truly been a privilege to work with great people who
3. Being passionate: IAMBIC was born from a personal need for better-fitted shoes, and it’s something I care deeply about bringing to others who can benefit as well. My passion comes through whenever I talk about IAMBIC, which is actually something that I can’t even help at this point even though I know it can overwhelm the unprepared. But that’s how I’ve made it this far as a founder, because it’s what drives me everyday.
What do you think makes your company stand out? Can you share a story?
What sets IAMBIC apart is our commitment to making custom-fit footwear accessible, striking a balance between innovation and tradition. Unlike competitors who opt for shortcuts like soft knit uppers, 3D printing or uphold slow, hand-built luxury methods, we’ve taken a unique approach that tackles the true bottleneck of custom-fit: the shoe last.
The “shoe last” is the mold that shoes are designed and built upon. Lastmaking is a delicate art that determines a shoe’s fit, function, and feel. Traditionally, this process is expensive and extensive, with traditional custom-fitted shoes sometimes costing up to $10,000 and taking up to 12–18 months to make. It’s a fully handbuilt craft that requires considerable skill to ensure the shoe adapts to a person’s foot while retaining a sleek silhouette, a task not easily automated or digitized.
But here at IAMBIC, our AI algorithms adapt the shoe last to an individual’s fit needs while preserving the artistry of the silhouette. Our R&D is government-backed and funded by the U.S. National Science Foundation, and we have 12 patent-pending inventions. This is what it’s taken to automate shoe fit as both an art and a science, which is what truly makes IAMBIC stand out.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
“Behold the turtle. He makes progress when his neck is out.” James Conant, President, Harvard University (1933–53)
This quote reminds me that growth often comes from taking risks and being open to the world.
I remember when we first started IAMBIC, there were a lot of unknowns. As a team, we pushed past our comfort zones and took on the ambitious task of making custom-fit footwear more accessible. By being open to learning and just sticking out our necks, we were able to make meaningful progress and build something truly unique.
Who is your fashion hero or heroine? Why?
This will have to be a tie between Rihanna and Janelle Monáe. It’s not just their style that I appreciate. Both of them know what they want, what they like, and continue to define their own aesthetic. I think that level of confidence is really empowering, and something that I’m working to find as I establish my own fashion identity.
One of the reasons I consider myself an “unlikely fashion founder,” is because I was the least fashion-conscious woman in New York City up until very, very recently. I’ve literally had spirited debates about the importance of fashion, where I used to argue with friends that the substance of my character and personality should take precedence over my clothes. Being in fashion now has reshaped my perspective by embracing how it is a form of identity — a way for people to express their character to the world. I’ve finally embraced that, and I’m working to define what I feel good in, what works for me, and to just bring my own energy to the whole endeavor.
Why did you decide to create and use a sustainable business model for your fashion brand?
At the heart of it, on-demand manufacturing is both a sustainable option and a necessity for providing the best fit shoes.
When we make shoes to order, we’re slashing the amount of unsold and discarded inventory. Not to mention, well-fitting shoes are less likely to be returned or exchanged — and returns are a big contributor to landfill and CO2 emissions. Poor fit is the top reason for shoe returns, so by improving the fit, we’re making a dent in this problem.
And there’s more to it — we’re committed to making quality, durable shoes. Because the first rule in the “reduce, reuse, recycle” mantra is “reduce,” which is the most effective of the three. Having a pair of shoes that’s built better and lasts longer is a strong way to do that.
What are three things we should all know about “slow fashion”?
1. Slow fashion requires products with high intrinsic value and quality, not only for the products to physically last, but for them to be truly treasured.
2. Slow fashion can mean a lot of different things to different stakeholders along the supply chain. For IAMBIC, it’s on-demand manufacturing.
3. While sustainability is integral to slow fashion, I don’t believe that it should be the sole selling point for a brand, especially one that aspires to have a long-lasting foundation. The value proposition needs to intertwine with sustainable production and consumption models, providing added benefits to the customers that stand the test of time. For us, on-demand manufacturing is critical to delivering custom-fit footwear. However, the value to the consumer is focused first on the shoe crafted just for them.
Can you please explain how it can be fashionable to buy less, wait a little longer, or even repair clothing?
Definitely. The concept of slow fashion allows for fashionability with products that are designed to be treasured long-term. Imagine owning an item so unique, such as a shoe crafted especially for you, that waiting for it and preserving it for years becomes entirely worthwhile. Such a product holds a deeper meaning, not only in how it feels, but in how it’s an extension of your identity, signifying how much you value premium quality, your well-being and the environment.
Thank you for all that. Here is the main question of our interview. What are your “5 Things You Need To Lead a Successful Slow Fashion Brand”.
1. Slow fashion requires forming a deeper relationship with the products we use: At IAMBIC, for example, we let customers name their shoes. This creates an emotional bond before the shoes even arrive, reinforcing the idea that these shoes aren’t just disposable accessories. Instead, they’re tools that support us each day, and it’s important that we elevate the expectations of what shoes should be.
2. Slow fashion requires quality: The antithesis of disposable, short-lived products is building quality products that can be cherished for a long time. At IAMBIC, it’s important that we work with shoemakers who value the craftsmanship that used to define shoes before mass production. That’s why we went to Portugal, to design a sneaker that has the highest quality shoe construction and materials possible, which can withstand daily wear and become a go-to wardrobe staple.
3. Slow fashion requires value worth waiting for: Is it worth waiting for a product that’s low quality, disposable, which anyone else can have? The reality is that slow fashion, which in IAMBIC’s case takes the form of on-demand manufacturing, doesn’t always provide the instant gratification that comes from walking out of a store with a fresh pair of shoes after a first visit. I really wish it could, though I believe there are ways to get very close! Regardless, I believe that exceptional value, such as individualized craftsmanship, is necessary to justify a customer’s patience with a longer lead time, which is necessary for this type of model to work well.
4. Slow fashion requires passion: Building a successful slow fashion brand requires the intense dedication that accompanies genuine passion, because it’s really hard. When we established IAMBIC, our focus wasn’t just on selling shoes. Our drive was ignited by the idea that we were solving a very tangible problem that touches over 1 in 4 people every single day. It evolved into an aspiration of revolutionizing the footwear industry, creating a product that caters to individual needs rather than mass production. This passion has fueled our journey from software to footwear, enabling us to keep moving forward, even when the challenges felt less surmountable the deeper we went into the supply chain. Passion is what drove us to turn a corner and take control of our own destiny as our own brand.
5. Slow fashion requires collaboration: My co-founder and CTO, Raza Hassan, brings over 11 years of experience in 3D modeling, computational biomechanics, and AI. Our team includes the top foot and footwear researcher in the world, Hylton Menz, and industrial design legend Coleman Horn, among other incredible experts, whose combined experience has made it possible for us to truly innovate. However, collaboration isn’t just about our interdisciplinary team. It’s also about finding supply chain partners who believe in — and are equally committed to — the goal of creating something novel in a very novel way. Approaching a sole supplier or a factory with a proposal to add layers of complexity to a system that may have worked for decades or, in some cases, centuries, is hard. This is why I had to travel to Portugal to meet everyone face-to-face, because I had to know that they would truly be with us in the trenches of experimentation and the unknown.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
How can we change people’s expectations about what shoes can, and should be? I’d initiate a movement to redefine our relationship with shoes, focusing on their role in our overall well-being, not just fashion. This movement would highlight the physical and psychosocial impact of poor fit, emphasizing the need for a higher standard of quality and personalization in the industry. I believe that IAMBIC has taken the first steps in laying the foundation for this movement. So stay tuned for what’s to come!
How can our readers further follow your work online?
Maeve Wang
- Instagram: instagram.com/maevewang
- Twitter: twitter.com/maeve_wang
- LinkedIn: linkedin.com/in/maevetwang
IAMBIC
- Website: www.iambic.co
- Instagram: instagram.com/weareiambic
- Twitter: twitter.com/weareiambic
- TikTok: tiktok.com/@weareiambic
- LinkedIn: www.linkedin.com/company/weareiambic
This was very meaningful, thank you so much. We wish you only continued success on your great work!
About the Interviewer: Monica Sanders JD, LL.M, is the founder of “The Undivide Project”, an organization dedicated to creating climate resilience in underserved communities using good tech and the power of the Internet. She holds faculty roles at the Georgetown University Law Center and the Tulane University Disaster Resilience Leadership Academy. Professor Sanders also serves on several UN agency working groups. As an attorney, Monica has held senior roles in all three branches of government, private industry, and nonprofits. In her previous life, she was a journalist for seven years and the recipient of several awards, including an Emmy. Now the New Orleans native spends her time in solidarity with and championing change for those on the frontlines of climate change and digital divestment. Learn more about how to join her at: www.theundivideproject.org.
Maeve Wang Of IAMBIC On Why They Are Embracing Slow Fashion and Renewable Consumption was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.