POPSUGAR: With all that said, what are your hopes for the future of fashion?
Mary Furtas: When we [Ukraine] win, we're going to be the fastest-growing and top country for fashion. I see fashion in the way that I create it. So, the four core ideologies of Cultnaked: quality, construction, flattering fit, and sustainability. I'm trying to push that forward.
So, we are a seasonless, on-demand brand. We don't produce a million seasonal outfits and throw the leftovers away. We make the one item, perfect it, push it on the website, sell it until people love it; we don't do overstock, and if the item is not popular, we just make different items from the same fabric that we already bought. And we sell everything until the last piece, and we make it the type of quality that people wear for years.
The main problem [with] fashion to me is how much stock we have and what quality this stock is. A lot of clothes that we buy just end up in landfills, because they're not of good quality. What's the purpose of this? I don't want things to be just cheaper. I also want things to be cool, so that's what I do — and I believe that the best is yet to come.
That's what Cultnaked is, and that's how we want everybody to be. So, I'm working on this, and of course, if the invasion didn't happen, we would go fully sustainable on all textiles by the end of the year. But we're still going to get there, and I'm fighting for it.
