March’s – ‘The Wellness Issue’ – Download Now 

Founder of Nanushka, Sandra Sandor discusses the core values of her minimalist eco-conscious brand, known in the industry for reducing its carbon footprint.

What do the first 30 mins of the day look like, your morning routine?

I start my day with a quick meditation to prepare myself for the day, followed by a morning coffee and a walk with my dog Ginie.

Nanushka SS21

What inspired you to launch Nanushka?

I founded Nanushka in 2005, right after graduating from London College of Fashion. I was very inspired by the theme of my thesis which I really wanted to develop further, into a full collection and not just a few pieces. The theme was connected with the Bauhaus movement which was very significant in Hungary and the concept which lies on “Form follows Function” became one of Nanushka’s key founding values. I believe that a garment has to be functional, comfortable and serve its purpose besides being beautiful.

Sustainability is a key focus – has this been the case from the start?

Sustainability was always important for me although 15 years ago we didn’t have as many options as we do now. However, being kind to the environment and cherishing it was always part of Nanushka. With time as I uncovered and learned about the damaging impact of the industry on the environment along with its effect on people, our goals became even more clearer. Since the beginning, we’ve always valued accountability, transparency and to value the human side as well not just the environment at Nanushka.

How has Nanushka evolved as a brand?

I feel that Nanushka has evolved and matured with me. When I launched the brand in 2005 I was very young and inexperienced in terms of business, despite being daring. I think the evolution of Nanushka also represents my evolution as a woman. I still consider myself daring, that’s my bohemian nomadic side, but in a more mature way and I think Nanushka represents that very well. Throughout the years from a womenswear-only brand, we’ve evolved and grown into a much larger business with our values reflecting on everything we do.

What changes need to be implemented in the industry to support the wellbeing of the planet?

I think there are many different steps one can take to improve and reduce the adverse impact of the fashion industry. Especially after the pandemic, not only has the industry but also the consumers have realised that we need to change the way we work to incorporate a more environmentally responsible surrounding. One of the key steps to take control is to reduce overconsumption and create products that have an essence, where long-lasting craftsmanship is valued.

What lies at the core of the brand’s DNA?

Nanushka’s DNA as a sustainable modern luxury brand lies in its Hungarian heritage coupled with a bohemian, nomadic spirit. Nanushka epitomises the modern bohemian spirit –rebellious, free-spirited and driven to explore the very essence of life. We as a brand believe in the three pillars which include, craftsmanship, experimentations and progressiveness.

Nanushka SS21

What have been the hurdles you have experienced in your career and how did you overcome them?

There have been many ups and downs throughout the years, at some point I have almost lost my business. However, hope, resilience and trust have helped me overcome the obstacles and allowed me to grow into the person I am today. I launched Nanushka without any business experience after graduating and throughout the years I had to learn the ins and outs of the industry and adopt to new challenges – I think surrounding myself with colleagues I trust has helped me grow.

Which have been the key milestones?

The past few years Nanushka has reached so many amazing milestones, but I would highlight the opening of our New York and London flagship stores and cafes, establishing a sustainability department within the company and launching menswear. Our next big step is going to be the launch of our sustainable eyewear collection at the end of March.

Nanushka SS21

This is ‘The Wellness Issue’ – how do you implement wellness practices in your life?

Meditation, spirituality and nature are very important for me to find balance. I have always practised both, but meditation became increasingly more important throughout the past year when we had to find new ways of working and encountered numerous lockdowns. Nature plays a very important part in my life as well, I always loved hiking and long walks with my dog Ginie – it helps me unwind after a long day or week.

March’s – ‘The Wellness Issue’ – Download Now

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Feature image: Supplied, Photographed by Jeremy Everett