Part one of a new series: A letter from Designer Stella Carakasi: New Year - New Direction 2018 marks our 25th anniversary and we are celebrating this incredible milestone by taking our company into a new and exciting direction that I will be sharing with you soon. I know 25 years is a long time so for those of you who have joined us more recently, I would like to start by out by inviting you on a short trip down memory lane. In 1993, eco-fashion disrupter, Two Star Dog was launched by brothers Steven and Allan Boutrous. Shortly thereafter, I joined the team and together we created the first hemp clothing collection in the United States, which was very controversial at the time. We designed and trademarked “The Original Hemp Jeans” which quickly became a national bestseller and the company rose to the top of this niche market proving that sustainability in fashion was possible.
In the mid-nineties, major growth opportunity came knocking with mainstream fashion paying attention to Two Star Dog. As the business grew, I found myself being pulled in many directions not only designing for our brand but for a myriad of other opportunities including department stores, catalogs…even wardrobe design for a few Hollywood movies. It was easy to get wrapped up in all the excitement of the moment but I wanted to experience everything I could about the industry and all it had to offer. I think I must have traveled around the world ten times as the nineties came to a close. I learned about balance in those days, I learned about focus, I learned about priorities but most of all, I learned that time doesn’t stand still and the fashion industry somehow makes it move even faster.
Then, just as I thought nothing could stop us, the economic crisis of 2008 hit, taking a toll on the entire industry sparing virtually no one. During that same time, my daughter was born prematurely, sending me on a tumultuous roller coaster I was hardly prepared for. While facing the unknown, both personally and professionally I found my strength in knowing that we all have the power to change our lives with our thoughts and I chose to remain positive. Setting an example for my daughter to be a strong independent spirit became my priority, and sparked a desire to find deeper meaning in my work as well. After much reflection and contemplation, I resolved to take a stand by creating a lifestyle brand that reflected my core values, one rooted in social and environmental responsibility – a brand that would re-energize the market by inspiring women to express their individuality through design.
With the help of my amazing team I began to lay the foundation for our new direction, and by Fall 2012 the Stella Carakasi brand was born. We quickly gained a following of high-end boutiques across the United States, Canada, and Australia. Not long after that, we launched our e-commerce site, followed by the opening of our flagship store in Berkeley, California – both of which created a direct line of communication with you, our customer. This conversation and sense of community have inspired me to change the direction of our business in new and exciting ways. Stay tuned for the second part of my letter on our blog next week!
Thank you for your ongoing support, it means everything to us!
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