An Interview With Monica Sanders
Innovation. You need to develop and improve to maintain your competitive advantage continuously. This could mean using new materials, new technologies, or new ways of designing and manufacturing your products.
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 Viktoria Kanar.
Viktoria is an experienced public relations and fashion entrepreneur and the founder of GeekChicTLV, an agency that specializes in innovative culture and fashion productions in Israel and abroad. Her reputable client list includes LVMH, Tel Aviv Municipality, Gindi Investments, Tel Aviv Fashion Week, Shenkar and The Strauss Group. Viktoria co-funded and manages several communities for fashion innovation and sustainability entrepreneurs in Israel with over 3000 members.
In 2019 Viktoria co-founded Re-Fresh Global, the Israeli Center for Circular Economy in Textiles. Viktoria received her BA in Communications Management from Design Academy Berlin and her MA in interdisciplinary Democracy Studies from Open University in Israel.
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 grew up in Moscow and Berlin. My parents moved to Berlin when I was 10 years old, which required me to adapt to a new environment, including a different culture, people, and language. This experience motivated me to seek out a sense of community and led me to become interested in activism at a young age.
I’ve always been fascinated by history and politics and have been sensitive to the needs of those less privileged. My own experiences growing up and having to start a new life in a foreign place helped me understand the importance of compassion and caring for others beyond just our material needs. As an adult, I always considered the “do good” notion to be a fundamental value in my life.
Professionally, I pursued a career in PR, especially in the Fashion and lifestyle industries, but after learning about the negative impact of the textile industry on the environment and future generations, I began searching for ways to address the problem. This ultimately led to the creation of Re-Fresh.Global, that aims to create a sustainable and ethical fashion industry.
I believe that everyone has the power to make a difference in the world, and I hope that my story will inspire others to do the same.
Can you tell us the story about what led you to this particular career path?
As I reflect on my journey to becoming an entrepreneur, it all began during my high school years when I was a youth counselor at the Jewish community in Berlin. While working with the youth, I became increasingly engaged in the programs we were developing, and the age gap between myself and the youth I was working with started to diminish. As a result, the programs we created became more sophisticated, constantly challenging me to initiate high-level activities that hadn’t been done before. These experiences laid the foundation for my entrepreneurial spirit, which continues to influence me today.
After completing my education and gaining extensive experience as a student leader, I continued my entrepreneurial journey as a PR and event producer. I was always on the lookout for an environment where I could pursue my vision and different passions without compromising on my ideals and values. This was crucial to me, even if it meant facing lower job security or greater professional challenges than what one might encounter in a more traditional professional network.
I always wanted to change the world for the better, and when I met my Co-Founder Revital, I knew that together we can make a change — we founded Re-Fresh.Global and created a real, physical solution for the massive carbon footprint of the textile industry. Today, we offer actual ways for manufacturers to really establish a circular-economy solution while recycling and reusing their waste.
Can you share the most interesting story that happened to you since you began your career?
I believe that the most interesting story in my career is one that’s still being written! We’re on the cusp of shaking up the textile and fashion world, aiming to become the go-to game-changer for fashion brands that want to embrace the European Union’s circular economy directives kicking in by 2025. It’s an exhilarating journey, and we can’t wait to see the ripple effect of our innovations across the industry!
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 believe the three character traits that have been instrumental in my success are Passion, Perseverance, and Resilience.
- Passion: I am passionate about sustainability and about making a difference in the world. This passion has driven me to work hard and to never give up on my dreams.
- Perseverance: I am a perseverant person. I have faced many challenges in my life, but I have never given up on my goals. I believe that anything is possible if you set your mind to it.
- Resilience: I am a resilient person. I have been knocked down many times, but I have always gotten back up. I believe that failure is a part of success, and that you can learn from your mistakes.
When I was first starting the business, I was met with a lot of challenges. I had to raise money, build a team, and develop a product. It was a lot of work, and there were many times when I wanted to give up. But I was passionate about my business, and I knew that it was important to me to make a difference in the world. So I persevered, and I never gave up on my dreams.
Throughout my journey as a woman entrepreneur, I’ve faced unique challenges and barriers that men sometimes don’t experience. For instance, my background in PR and design was considered “fluff” by some people, which led them to look down on my co-founder and me. Instead of letting this discourage us, we chose to use it as a stepping stone and motivation. Our resilience has strengthened us as businesswomen and contributed to our success.
I have a clear vision for my company’s growth and impact on the textile industry. By staying focused on our goal to promote sustainability and positively influence this multi-billion-dollar industry, we have been able to attract clients and interest from investors. This vision drives us to pursue amazing achievements, and continue our journey towards a more sustainable future.
What do you think makes your company stand out? Can you share a story?
There are a lot of companies that work in the area of finding solutions for a more sustainable Fashion industry. However, I think Re-Fresh.Global stands out for a few reasons. First, our technology is really groundbreaking. We are able to deconstruct, decontaminate, and recycle almost any type of textile waste, including mixed fabrics. This is different from other companies as the sorting process is more accurate, and the ability to separate the waste into basic materials is much better.
Second, we are truly committed to sustainability. We believe that businesses have a responsibility to protect the environment. We are working to reduce our own environmental impact, and we are also working to educate others about the importance of sustainability. We are a team of passionate and dedicated individuals. We are committed to making a difference in the world, and we believe that Re-Fresh.Global is the best way to do that.
I believe that Re-Fresh.Global’s solution will revolutionize the textile industry. With the European Union’s circular economy directives set to take effect in 2025, there is a growing demand for sustainable solutions in the textile industry. Re-Fresh.Global’s technology is the perfect solution for this demand. It is a circular solution that can help to reduce textile waste and conserve natural resources. It is also a high-quality solution that can help businesses to reduce their environmental impact.
A great story to share is how we used our recycled, reconstructed product to create a perfume — real fragrance (and a pretty nice smelling one!) from waste!
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
One of my favorite life lesson quotes is, “Don’t limit yourself to just one piece of advice.” This quote has played a significant role in my personal and professional growth. I’ve always believed in seeking out as many successful individuals as possible and listening to the lessons they’ve learned. This approach has proven to be incredibly valuable, as there are always helpful insights to be gained from those who have gone before me.
A particular instance where this quote was relevant in my life was when I was starting my own business. The road to entrepreneurship can be filled with uncertainty, and I knew I needed guidance from experienced individuals. I made a conscious effort to connect with successful entrepreneurs, attend workshops, and read about their journeys. By doing so, I was able to learn from their experiences, avoid common pitfalls, and adapt their strategies to my unique circumstances.
While it’s true that there’s no free lunch in the world of business, I discovered that there are many inspiring people who have already traversed the path I was on and were willing to offer valuable guidance. By learning from them and not limiting myself to just one piece of advice, I was able to navigate the challenges of entrepreneurship more effectively and grow both personally and professionally.
Who is your fashion hero or heroine? Why?
My fashion hero is Stella McCartney. I am absolutely thrilled by her work in fashion design and her groundbreaking approach to the industry. What makes her stand out as my fashion heroine, however, is her unwavering commitment to conscious luxury fashion and her efforts to create a more sustainable and environmentally-conscious industry.
Stella McCartney has been an inspiration to me not only because of her exceptional talent but also because of the values she upholds. Her dedication to sustainable practices, ethical production, and cruelty-free materials has set a new standard in the fashion world, showing that it is possible to create beautiful, luxurious pieces without causing harm to the planet or its inhabitants.
I truly admire her for using her platform and influence to push for positive change within the industry. It is this combination of talent, vision, and values that make here “my fashion heroine”
Why did you decide to create and use a sustainable business model for your fashion brand?
Re-Fresh.Global is not a fashion brand, it’s a solution for fashion bands: we founded the company after being deeply involved in the Fashion industry and understanding its negative impact on the environment.
The fashion industry is one of the most polluting industries in the world, and we thought it’s so important to find ways to reduce its impact. Part of the process is advocating and modeling how a sustainable business model can be profitable. Re-Fresh.Global wants to create a business that is both good for the planet and good for business.
I believe that the fashion industry has a responsibility to be more sustainable, and our products help textile manufacturers find ways to reduce their use of resources, to produce clothing in a more ethical way, and to dispose of clothing in a more responsible way.
I believe that fashion brands can be both good for the planet and good for business.
What are three things we should all know about “slow fashion”?
I believe that slow fashion is a key part of the future of fashion. Slow fashion is about buying fewer, better quality clothes that are made to last. It’s about supporting ethical fashion brands and retailers. And it’s about being mindful of the environmental impact of our clothing choices.
I believe that slow fashion is good for the environment, good for workers, and good for our own well-being. It’s good for the environment because it helps to reduce waste and conserve resources. It’s good for workers because it supports fair trade practices and ethical labor standards. And it’s good for our own well-being because it helps us to develop a more sustainable and mindful wardrobe.
I believe that the future of fashion is sustainable, ethical, and mindful. And I believe that slow fashion is a key part of that future.
Can you please explain how it can be fashionable to buy less, wait a little longer, or even repair clothing?
Fashion is all about self-expression and showcasing our unique personalities. Embracing a more sustainable approach to fashion, such as buying less, using pieces for longer periods of time, or repairing clothing, can actually enhance our individual style. When we choose to buy fewer items, we tend to invest in high-quality, lasting pieces that contribute to a timeless and stylish wardrobe.
Taking the time to carefully curate our wardrobe allows us to find unique and on-trend pieces that truly resonate with our personal style, setting us apart from the crowd. Repairing clothing not only extends their lifespan but also offers a creative outlet to add flair and character to our wardrobe.
Incorporating sustainability into our fashion choices doesn’t mean sacrificing style. By being thoughtful and intentional with our purchases, we can discover one-of-a-kind items at secondhand and vintage stores that elevate our style. Sewing and mending torn or no-longer fitting clothes not only saves money but also empowers us to take control of our wardrobe and ensure our clothes last longer.
The key is to let our personal style shine while having fun with fashion. Rather than merely following trends, it’s essential to focus on building a wardrobe that makes us feel fantastic and genuinely reflects who we are. It is extremely important that we make sure we buy from companies that comply with sustainability and circular economy regulations, to reduce the carbon footprint and leave a better planet earth for future generations.
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”. Please share a story or example for each.
- Innovation. You need to develop and improve to maintain your competitive advantage continuously. This could mean using new materials, new technologies, or new ways of designing and manufacturing your products. For example, Re-Fresh.Global uses a process called “micro-regeneration” to create new textiles from recycled materials.
- Design. You need to create designs that are both sustainable and stylish. This could mean using sustainable materials, designing clothes that can be worn multiple times, or creating clothes that are repairable. For example, Re-Fresh.Global’s designs are made from sustainable materials and are designed to be worn multiple times.
- Transparency. You need to be transparent about your practices and your goals. This could mean sharing information about your supply chain, your environmental impact, or your social impact. For example, Re-Fresh.Global shares information about its supply chain and its environmental impact on its website.
- Planning and Restraint. You need to plan your production carefully and restrain from overproduction. This could mean making fewer collections per year, producing smaller quantities of each item, or selling your clothes at a higher price. For example, Re-Fresh.Global produces smaller quantities of each item and sells its clothes at a higher price.
- Knowledge and Action. You need to educate yourself about sustainability and take action to reduce your environmental impact. This could mean learning about sustainable materials, sustainable manufacturing practices, or sustainable business models. For example, Re-Fresh.Global’s founders learned about sustainable materials and sustainable manufacturing practices before starting their company.
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. 🙂
If I could start a movement that would bring the most amount of good to the most amount of people, it would be a movement to educate people about the importance of sustainability in all aspects of life, especially in Fashion, but not only.
I believe that if people were more aware of the impact their choices have on the environment and that each of us can make a difference, they would be more likely to make sustainable choices.
How can our readers further follow your work online?
https://www.linkedin.com/in/viktoria-kanar/
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
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.
Viktoria Kanar Of Re-Fresh.Global 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.