BUILDING AND GROWING A SUSTAINABLE FASHION BUSINESS: CEO SUCCESSION AS THE KEY TO GROWTH
INTRO
Karoliina Bärlund
Founder, ASK Scandinavia
In this episode, we talk with sustainable fashion startup ASK Scandinavia's Founder & Creative Director, Karoliina Bärlund, about the current state of fashion consumption, building a business in the D2C industry, and a topic that is often a sensitive one to founders - CEO succession. ASK is a Helsinki-based fashion company creating honestly produced bags and accessories for those who value a sustainable lifestyle. Karoliina is also a professional fashion photographer working with international clients and the mother of three little girls. Deeply rooted in her company's values is their philosophy #passitforward, which supports the importance of circularity and 'giving back.' Karoliina studied at the London College of Fashion at the University of Art and has recently moved back to Helsinki after spending 15 years in London.
IN THIS EPISODE, YOU WILL HEAR
(1:05) About her biggest drivers that made her start a business after already having a successful career as a fashion photographer
(02:25) What came as a surprise or was more challenging than was expected?
(03:55) What would be Karoliinas biggest tips for getting started with a sustainable D2C brand?
(5:00) Main drivers for sustainable brands and products? Why should consumers want to buy them?
(06:55) What makes fashion sustainable
(09:55) What are the materials of the future?
(11:25) How she feels about the transition of looking for a new leader to take over the company
(12:50) What her take this step? What are the trade-offs she is willing to make?
(16:15) If she would rule the world, what would be the three things she would change today, which you see as having a great, immediate positive impact?
(18:00) What does she wish for future generations to understand that we today do not yet understand?