In recent years, the fashion industry has been faced with a difficult question: how to continue producing at its current rate without harming the planet? Of Gucci at Burberry, heritage fashion houses have made a conscious effort to rid themselves of harmful practices – from the use of furs to unsustainable manufacturing processes. But a growing number of small business owners have taken the lead in what it means to run a sustainable, eco-friendly brand and galvanize a customer base who also care about saving the planet. Impact designer Sami Mirô of Sami Miro Vintage has made it the key to his entire business.
Based in downtown Los Angeles, Sami Miro Vintage was founded in 2016 by Miro’s passion for thrift stores. Whatever clothes she could find, she would take home and add her twist – a safety pin, a personalized patch or a new hem – catching the attention of stylists, influencers and celebrities on social media. With a recent surge in popularity for vintage clothing, her business came at the right time, but also as a larger conversation about the impact of fashion on our planet was taking place, “Sami Miro Vintage is a clothing company. where ecological awareness is the priority From start to finish. This is the center of our philosophy, ”says Miro.
Sami Miro Vintage specializes in limited edition collections made only from recycled and vintage fabrics, thus minimizing waste. Their supply chain begins and ends in Los Angeles, giving them an extremely low carbon footprint.
The San Francisco-born designer says sustainability was an integral part of her education. She started doing thrift stores in her early teens to keep up with fashion trends, not realizing that it would actually be the catalyst for her entrepreneurial journey: “When I started saving it was out of insecurity. But then it quickly turned into what gave me confidence, knowing that I was the only person in the world with this piece. It transformed my whole outlook on fashion and the way I wanted to present myself physically, ”said Miro. Today, Miro has become an essential resource and an advocate for sustainability. With more than 280,000 subscribers, its platform has been praised by personalities such as Harper’s Bazaar and the Los Angeles Times as a leading voice in the future of eco-conscious fashion.
In recent years, the brand has become a staple of street-style, seen on celebrities from Kylie jenner at Billie Eilish, and instantly recognizable for her unique designs and unique pieces carefully selected by Miro herself, “We don’t present sustainability in an obvious way. It’s a design style that every woman needs in her wardrobe – I call them creative basics, ”says Miro of her process. When designing, Miro says the female form is what inspires her the most, using seams and hems that she knows will flatter all body types and empower her clients.
After a series of small drops on Instagram, an exclusive design partnership with Selena Gomez for her Renaissance tour, and a collaboration with the designer Preston Heron, SMV released its first full collection in August 2020. The collection was a culmination of the brand’s biggest hits and some of the most coveted items on Instagram – from its classic asymmetric tee to its Safety Pin tracksuit. The collection actually launched a week earlier than expected after a photo by Kylie jenner wearing the full tracksuit was circulated to his 249 million followers, prompting his team to immediately release the collection to capture sales from the ad. Despite being seen on some of social media’s biggest influencers and models, the brand spent $ 0 on marketing, which Miro proudly says. Malleability is proving to be the key to his entrepreneurial success, identifying moments of strong publicity and converting them into sales on the fly.
Last Tuesday, Miro launched its second full collection, H2O SS21. The collection presents their first foray into swimwear – a launch that was revealed through an exclusive partnership with Turn. After being invited on a Turn around the world travel to Turks and Caicos as an influencer, Miro came up with the idea to use the partnership in a collaborative way, offering the retailer a concept in which she would create content around her new swimwear collection and mix it with d ‘other brands presented during the trip. The result – its most successful launch to date.
Showcasing both its full line of swimwear as well as transitional pieces, this collection appears to be Miro’s most complete and cohesive. Miro’s favorite piece is the asymmetric pants, a new extension of her collection of successful asymmetrical t-shirts and dresses, “The pants were inspired by a meeting I had with stylist Cardi B, Kollin carter. He loved the asymmetric t-shirt and asked if we could make custom pants that would match the t-shirt. Although she never ended up wearing the pants, I designed them to accentuate a woman’s curves in the best way and I love that this scenario inspires something new.
Cardi B. is also a staunch fan of SMV, recently sporting the asymmetric white tee and a set of skirts that the brand never intended to release but ended up adding to their website once. that she did. The set sold immediately. When it comes to working with a stylist, “you just have to cross your fingers and hope, but not hold your breath,” says Miro. “And if anything wears out, make sure you’re ready.”
Looking to the future, Miro says she has never been so enthusiastic or confident about her business. In addition to its recent successes, SMV has also just received a scholarship from The Council of Fashion Designers of America and The Fashion Trust United States, an award given to a designer for his success and innovation in the fashion industry. Miro plans to return the grant to the company in hopes of investing more in marketing initiatives. She just hired her first CEO, someone she says has helped her transform the business and build a structure. Although she is still involved in the day-to-day life of everything, hiring and expanding her team has allowed her to think more about the future of her business and sustainability as a whole: “Sustainability is not about only to recycle fabrics or use organic materials. fabrics, ”says Miro. “There are countless ways to do better. This is to make sure that the quality of the clothes has a long life compared to a quick fashion piece that you wear once and then it is a piece of yarn at the end of the night. It’s about how we pay and support our workers. It’s amazing how little people know about it, even if you follow someone like me. There is still so much room for education there.
Buy Sami Miro Vintage’s latest H2O collection here.
Follow Sami on Instagram here.