AW 22 CAREBYME CATALOGUE 12.july USA - Flipbook - Page 5
Interviewing: Camilla Gullits - Founder
Have you always had a keen sense of aesthetics? Do you
have a design background?
I studied design at the Royal Danish Academy and yes, I
have always had a strong sense of aesthetics. I get very
inspired by good craftsmanship, natural materials, and
architecture - these things together are natural
components in long-lasting design.
How and why did you end up focusing on sustainable
design?
Twelve years ago, I became more aware of the inequalities
in the world. Especially between women and men. Many
amazingly well-educated women in the Western world
worked too hard and cared too little for themselves. And
far too many women in developing countries had far too
bad conditions. I therefore decided to create a brand that
could embrace women in our part of the world and create
a space where it was okay for women to put themself first.
At the same time, the products had to be produced in a
sustainable way, by women with proper working conditions.
If you could choose ambassadors for your brand – women
who really reflect your values – who would they be?
We do not work with ambassadors for our brand, but we
have a lot of very good and regular customers who have
supported the brand for many years.
Common characteristics for them are that they are
well-educated and independent women who value good
quality in clothes and interior - but also in life in general.
What are the biggest challenges of running a sustainable
business?
When we started CARE BY ME 10 years ago, many people
thought the project was nonsense. To me it felt like
running a marathon uphill in headwinds - all alone.
But fortunately, more people now share my view on inequalities
and prioritize sustainability and social responsibility to a
much greater degree than before - and that helps a lot.
We are still being challenged because some customers
think our prices are too high, but our prices just reflect
what products of our high quality should cost. I strongly
believe that it is better to own one blouse of high quality
for DKK 1,000 than 10 blouses of poor quality for DKK
100. In the end, the economy is the same.
As owner of a business that promotes sustainability,
what else do you do in your everyday life that reflects an
eco-friendly lifestyle?
I try to behave properly towards other people in general.
I live relatively environment friendly and eat locally whenever
possible. I do not eat much meat.
I often buy recycled things - both for myself and for my
home. I always buy classic furniture. They maintain their
value and do not need to be replaced due to fashion
change.
How do you ensure transparency throughout the entire
design and production process?
For the part of our collection that is GOTS certified, it is
quite uncomplicated as there are external auditors who
ensure each link in the supply chain. With our production
in Nepal, it is much harder to document everything. But
with each passing year, the process gets better, and we are
constantly working on more certifications.
What are the main problems you see in the fashion
sector today?
Far too many products are produced in poor quality and
under terrible conditions.
What more could be done to promote/maintain standards of sustainable/ethical fashion?
Just as you have certifications and requirements for food,
you need to have it on textiles. It should not be legal to
buy a product that harms both the environment and the
people who made it. We can all afford to behave properly
and make better choices.
How often do you travel to Nepal and India to visit the
women who handcraft CARE BY ME clothing?
I travel to Nepal and India once a year. In addition, we have
a good daily contact with each other through email. After
10 years of close cooperation, we have built up a very
good and steady communication.
How does it feel to meet the families and experience the