Claude co-founder Christie Johana shares what it takes to run a trendy fashion brand that’s ethical and eco-friendly
Does the world need another fashion brand? Maybe not, especially when the fashion industry is already crowded with fast fashion labels like Shein that are built on overproduction and unethical labour. But Claude doesn’t want to be just another fashion brand.
The Indonesian label, founded in 2018, aims to offer trendy, everyday clothes for women—without exploiting people or the planet in the process. It’s a big dream, and one that the brand’s co-founders, Christie Johana and Tommy Budihardjo, decided to pursue following the pandemic’s disruption of the global fashion industry.
Claude started out of the couple’s garage in Jakarta, after they both left their high-flying careers in finance. At the beginning, the husband and wife duo only had two tailors to craft their womenswear designs. Today, the Claude family, as Johana calls it, is over 100 employees strong.
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“As long as being naked is not an option, fashion will always be here to stay,” said Johana, who is also Claude’s creative director, in an email interview with Tatler Singapore. She understands that the launch of another fashion brand is inevitable, but that doesn’t have to be a bad thing. Claude is proof: the fashion company comprises a diverse team, doesn’t rely on sweatshops, and produces almost zero fashion waste.
On top of that, Claude creates clothes to fall in love with. The brand’s stylish offerings include pleated dresses, feminine blouses with ruffles and bows, boxy blazers and relaxed, high-waisted pants, all coming in soft pastels and neutrals.
Following the launch of Claude’s first international store opening in Takashimaya Shopping Centre in Singapore, Johana tells us everything we need to know about Claude, running a business with her husband, and what it takes to truly be a sustainable and socially responsible fashion brand.