Prioritizing The People (While Still Being Profitable) with Kat Williford of Pamut

In episode 104, hear how Aiste designs for longevity, how she’s learned to do better when it comes to sustainability over the years, and what still needs to happen to make ethical fashion brands viable in the long-term. With over a decade in business, Aiste knows what works and what doesn’t and openly shares her knowledge. Aiste Zitnikaite is a Lithuanian born designer based in Hyannis, Cape Cod, MA. Aiste studied fashion design at Lasalle College in Montreal, Canada and spent several years working in Montreal’s fashion industry. This is when she became more aware of some of the problematic practices of mainstream fashion brands such as wastefulness and the working conditions at overseas factories. This is when her interest in sustainable fashion truly developed. It was the early 2000s, so sustainability was not that often discussed in fashion.  Aiste’s passion for a more eco-conscious alternative led her to seek out brands that focused on ethical production but she found it hard to find designs that appealed to her aesthetic. In 2013, DEVINTO was created to fill that gap in the market as a sustainable, ethically conscious slow fashion label. Her specialty is in classic, elegant women’s wear that’s made to order (and often custom made) from her studio. Inspired by style that is at once feminine and empowering, elegant and defiant, while remaining simple and comfortable, Aiste designs, patterns, cuts and sews every piece in her studio.  Longevity is a key design component for DEVINTO. With a taste for vintage and French fashion, DEVINTO has a timeless aesthetic and a belief that while style and glamor should be easily accessible, fashion should not harm our planet. Production is purposeful that is why all designs are hand cut in small batches to minimize waste and overproduction. The customers are encouraged to reach out directly for more personalized fits. Aiste aims to bring back a more personal connection to clothing that was sadly lost in the wake of mass produced fashion. In this episode, you’ll learn: Why Aiste wanted to do better with her brand and what “better” means to her Why most of Devinto’s collections are made with knit fabrics How Aiste designs for longevity How Aiste manages her time  How Devinto’s business model works with the seasonality of the location Why Aiste sells on Etsy in addition to her own website Why Aiste teaches sewing alongside running her own brand What Aiste thinks it will take for sustainable fashion businesses to be more profitable People and resources mentioned in this episode: Devinto website Devinto Instagram Devinto TikTok Aiste’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In episode 103, Kristen Chester shares the beautiful moments and the uncertain realities of growing a fashion brand. She started Casa Danu after surviving breast cancer which transformed the way she thinks about clothing. Her mission with the brand is to help women feel more alive and more like themselves no matter what they are going through. Tune in to hear how Kristen makes decisions about production, materials, and profitability in alignment with this mission. Kristen is the founder of Casa Danu, a sustainable womenswear brand focused on vibrant, chic, and print-forward clothing (think caftans, kimonos, and coordinated sets) that has 1 goal: to help as many women as possible, especially those impacted by cancer, feel beautiful, empowered, and full of life. Kristen started the brand after being diagnosed with breast cancer at 34 years old and 6 months pregnant. During this time, when she was at her lowest physically, mentally, and emotionally, she longed for comfortable clothing that helped her feel put together, beautiful, and ALIVE. Today, Casa Danu exists to uplift women going through similar challenges, cancer or otherwise, who feel that they have lost a part of themselves. Every Casa Danu purchase helps donate a beautiful garment to a deserving woman impacted by cancer, spreading a little extra joy where it’s needed most. In this episode, you’ll learn: Why joy and color became integral aspects of the Casa Danu brand What transformed Kristen’s perspective on clothing Why Kristen wanted to start her brand “right” and what “right” meant to her How Kristen finds the budget to donate one product for every product sold The ways Casa Danu has helped Kristen reconnect with herself and helped other women connect with each other How Kristen makes decisions that are values-aligned in her business People and resources mentioned in this episode: Casa Danu website Casa Danu Instagram Let My People Go Surfing book by Patagonia founder Yvon Chouinard Factory 45 - sustainable fashion brand accelerator Masala Threads - ethical manufacturing consulting agency Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In episode 102, women’s workwear brand founder Aditi Sinha speaks out against pocket inequality for women in the workplace. Hear how she is leveraging extensive research and customer feedback to close this gap - not just with the size of pockets - through her brand Point of View Label.  Aditi Sinha is the founder & CEO of Point of View, a Seattle based functional and designer workwear brand on a mission to end pockets inequality for women through smartphone pockets in everything they make. POV has started the 'Pockets Pledge' movement, a change.org petition where women all over the world demand functional pockets from the fashion industry. With over 15 years of work experience, Aditi is a big tech marketing executive alum with the likes of Amazon as well as early member of decacorn start ups back home in India. In her role as a founder and former corporate business leader, she has mentored multiple women and start ups in the early stages of their professional journey. Aditi is passionate about bringing meaningful change with respect to women's equity and diversity.  In this episode, you’ll learn: Aditi’s point of view on women’s workwear Why pocket inequality is a big deal in the workplace The research Aditi did before starting POV and what it revealed about today’s women in the workforce How Point of View Label’s brand tenants helped curate their debut collection How Aditi met her co-founder Sakina How Aditi collects and organizes customer feedback in a way that is useful for future reference When polarizing designs are a good thing People and resources mentioned in this episode: Point of View Label website Point of View Label Instagram Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In episode 101, Kalia Carter gets real about the challenges she’s faced creating BodyCon The Brand exclusively to fit full-bust women. She’s faced pushback from factories and internet trolls alike for her unwavering focus on full-bust fit, but she’s also created the pieces she’s always wished she could wear and has a growing community of women in her niche that get it and support what she’s building. Kalia started BodyCon the Brand as a fuller-bust clothing brand. Growing up she had always struggled to find pieces she was comfortable in, that flattered her, and that actually fit. This applied to almost everything: bras, tops, dresses, and swimsuits. You name it! Everything was either too small on the chest and fit the waist, or fit the chest and was too big on the waist! Kalia started this brand to attempt to solve this problem! She first launched in March of 2024 and has been able to serve hundreds of happy customers. Kalia is actively working on new pieces and always looking for inspiration in new trends! In this episode, you’ll learn: How Kalia developed and stays firm on BodyCon The Brand’s full-bust size chart How to communicate sizing effectively for e-commerce  The expensive lesson Kalia learned about manufacturing Why Kalia uses a different factory for each of her designs How Kalia develops her tech packs without having good comp samples to reference The good and the bad sides of going viral for your business The number one thing that has fueled BodyCon The Brand’s social media growth People and resources mentioned in this episode: BodyCon The Brand website BodCon The Brand Instagram Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

It’s episode 100 of How Fitting®! Each of these conversations with fashion designers and business owners has explored how they create clothing and grow a business that fits their customer, lifestyle, and values. I have enjoyed getting to know each of these people and seeing what drives their decisions and it has been a privilege to share their stories with you on this podcast over the past four years. Fashion has meaning and significance far beyond the superficial look. To celebrate this 100-episode milestone, I asked you, the listeners, which episodes and guests have stood out to you the most. Whether it was because you saw your own story in theirs, picked up a new business idea, or gained the courage to pursue your own values more fully, I want to celebrate the impact these stories have had. In this episode, you’ll hear highlights from five past episodes and what made them a favorite. Each guest and brand have found their unique fit, but there is so much in each story that we can relate to and learn from. How Fitting is that? In this episode, you’ll learn: How to reframe sales and marketing from sleazy to being of service to your customers and your business The benefit of putting your community and lifestyle first in your business What it takes to make it as a fashion entrepreneur How long it took for this founder to go from zero knowledge of how clothes are made to turning a profit in her fashion brand. How to find support and inspiration from your friends and family How to overcome the fear of failure Favorite episodes mentioned in this episode: HF#72: Selling Your Products Without Selling Your Soul with Elizabeth Stiles HF#90: Prioritizing Customer Research and Values To Shape A Modest Activewear Brand with Aja Cohen of Transcendent Active HF#37: The Fun & The Reality of Fashion Entrepreneurship with Laura Briggs of The Shortlist HF#92: Reaching Profitability In Fashion Business with Laura Briggs of The Shortlist HF#81: The Basics of Timeless Slow Fashion with Emily Bracey of Juuney HF#29: Equality, Power, and Functional Pockets For All with Kimberly Borges and Miriam McDonald of PWR WMN HF#77: The Fat Success of Comfort and Good Fit with Marina Hayes of Peridot Robes HF#95: The Underrated Skills That Will Get You Far in Fashion Business with Madison Powers of Madison Victoria HF#58: Perfecting The Craft of High-End Tailoring with Keti McKenna of Ketivani Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In episode 99, Kat Williford recounts how her brand Pamut has shifted over the years to sustain her and now her team through cross-continental moves, hard times, and new family priorities. Kat puts people first, but doesn’t miss a beat on the creative or the financial aspects of her business either. Hear how her thriving business model works in this episode. Kat is the owner and designer behind the slow fashion brand Pamut. After completing her BFA in Fashion at the Savannah College of Art and Design and working for years at a mall brand, Kat took a chance and moved to Budapest, Hungary. She rented out a little screenprinting studio and started printing tees, which they then sewed in her apartment. When she moved back to Raleigh, NC in 2016, she expanded upon the concept of custom and made-to-order clothing. Since then, Pamut (which means "cotton" in Hungarian) has grown into a successful small business. Based out of her Raleigh studio, Kat designs beautiful and timeless styles, all made from natural fibers and available in sizes XS-4XL. All Pamut pieces are cut and sewn by the Pamut team in-house. In this episode, you’ll learn: What Kat learned from working for both a slow fashion brand and a fast fashion mall brand early on in her career How her patternmaking skills have helped her offer custom sizing profitably Why Kat chose the made to order model for Pamut The things Kat values more than certifications from the fabrics she sources The benefits and risks of working for yourself How becoming a mom has allowed Kat to be more productive The best decision Kat has ever made in her business The actual amount Pamut spends on new customer acquisition People and resources mentioned in this episode: Pamut website Pamut Instagram Has listening to How Fitting helped you create a better fit in your fashion business? Episode 100 of this podcast is coming up and I’m planning a special episode featuring the most notable moments from the 104 guests I’ve had on this podcast so far – plus your story! Click here to tell me about your favorite How Fitting episode and how it has impacted you or your business. Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In episode 98, hear how Vktori founder Keona Moy is challenging societal norms as well as her own self-limiting beliefs as she grows her braless, bandless, neuro-inclusive clothing brand. Women are told so many shaming messages about how they should dress their boobs, but Vktori is setting a new example of embracing comfort on your own terms. Keona Moy, with her 13-year healthcare background, founded VKTORI in response to the discomfort of traditional bras and the stigma of going braless. Her firsthand experience with sensory sensitivities at work fueled the creation of VKTORI, a revolutionary women’s wear brand. VKTORI's no-nip tee features a patent-pending and sensory-friendly construction which ensures comfort for all. VKTORI is at the intersection of fashion, wellness, and functionality, which allows women to be comfortable on their terms.  In this episode, you’ll learn: How entrepreneurship has forced Keona to confront her devils The societal pressures of dressing as a woman and how Vktori removes those pressures The problem Keona started out to solve and how that evolved How Keona has funded Vktori’s launch and growth How Vktori’s messaging has changed based on customer feedback How to decide what feedback to pay attention to and what is just a distraction How Keona found the team and advisory board members who are excited about Vktori’s mission How Keona’s perspective on her role as CEO has changed over the years People and resources mentioned in this episode: Vktori website Vktori Instagram Keona's LinkedIn Join the waitlist for the new NahBra Tee Has listening to How Fitting helped you create a better fit in your fashion business? Episode 100 of this podcast is coming up and I’m planning a special episode featuring the most notable moments from the 104 guests I’ve had on this podcast so far – plus your story! Click here to tell me about your favorite How Fitting episode and how it has impacted you or your business. Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In episode 97, Patternier founder and designer Heather Rose Rauscher gives us a tour of the intricate layers of her innovative artwork and business. Working in the industry for over a decade, she’s learned the rules of textile design. Now, with her own brand, she breaks them. Her luxury fashion and home pieces juxtapose vintage with new and minimal with maximal to create a deeply creative story. Patternier, the brainchild of Master Textile Designer, Heather Rose Rauscher, is a unique Art, Fashion, and Home company rooted in Textile Design. With a deep passion for vintage fabrics, which showcase design culture, Heather reimagines these pieces through her own lens. Using vintage quilts as the backdrop for her designs, she then hand-paints original patterns over the quilts to create a new textile design- and an original work of art. The new textile is then used to create unique home and fashion stylings. Pushing it one step further- all fashion pieces are created from vintage silhouettes which Heather sources herself. Using motifs that would not normally be put together, such as, a chinoiserie Jacobean on an Americana Patchwork, Heather somehow makes it work in a sophisticated and inventive way. Any item from Patternier is meant to stand alone as a work of art, not just a luxury good. Made 100% in New York- from the design and printing to the cut and sew, and quilting, keeping it local and sustainable is at the forefront of Patternier’s mission. Heather’s 10+ year’s in the textile industry ensures that all fabrics of rich cotton, silk, and linen are of the finest quality to match the craftsmanship of the collections. In this episode, you’ll learn: What Heather prioritizes in designing her fabrics, textile prints, and products Why it is important to work for other companies before starting your own brand How Heather knew it was the right time to start her own business The innovative technique Heather uses to create the Patternier prints How each print translates into fashion and home products How Heather found her seamstresses The drop schedule Patternier uses to maximize the newness of each print How Heather gets more eyes on the Patternier brand People and resources mentioned in this episode: Patternier website Patternier Instagram Heather’s Instagram Has listening to How Fitting helped you create a better fit in your fashion business? Episode 100 of this podcast is coming up and I’m planning a special episode featuring the most notable moments from the 104 guests I’ve had on this podcast so far – plus your story! Click here to tell me about your favorite How Fitting episode and how it has impacted you or your business. Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In episode 96, we ask the question: is it possible for fashion brands to be both sustainable and profitable? My guest, Selina Ho, the founder and CEO of sustainable consultancy Recloseted, paints a picture of what a renewed fashion industry could look like and what it would take to get us there. She shares practical steps that brands can take now to improve their sustainability efforts at each stage of business and how to communicate those efforts in specific and honest ways. Selina is the Founder & CEO of Recloseted and she's on a mission to transform the harmful fashion industry. Her consulting firm Recloseted launches + scales sustainable fashion brands and helps existing brands become more conscious. Selina is also the host of Recloseted Radio, the top podcast for sustainable fashion entrepreneurs. In this episode, you’ll learn: What a transformed fashion industry could look like What it will take to make sustainable fashion the norm A better way to set sustainability goals How to approach hard sustainability conversations without backlash Whether it is possible to be both sustainable and profitable Why voting with your dollars also applies to fashion brands, not just consumers Why sustainability can’t be the only selling point How much money it actually takes to start a sustainable fashion brand People and resources mentioned in this episode: Recloseted website Recloseted Fund Your Fashion Line Training Recloseted How to Launch a Profitable Fashion Brand Masterclass Listen or Watch: Breaking Down the Fashion Design Process — Interview with Alison Hoenes on the the Recloseted Radio podcast Has listening to How Fitting helped you create a better fit in your fashion business? Episode 100 of this podcast is coming up and I’m planning a special episode featuring the most notable moments from the 104 guests I’ve had on this podcast so far – plus your story! Click here to tell me about your favorite How Fitting episode and how it has impacted you or your business. Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

In episode 95, Madison Powers speaks about the story, the underrated skills, and the business plan that have helped her “effortlessly creative” business go far in just a few years. Madison is strategic with her decisions, and crystal clear on her customer and business values, and shares so many little-talked-of realities of fashion business in this interview. Madison was born and raised in Greensboro North Carolina, obtaining her bachelor's degree from NCCU in Business Administration and Marketing! After a year in Corporate America, Madison decided to put her love of business and fashion into something meaningful. Thus, creating her namesake label Madison Victoria; a slowly made, small-batch-produced woman’s label that offers classic silhouettes with creative and functional designs for the modern women. Creating a community for all and a safe space within the fashion industry for black and brown women. In this episode, you’ll learn: How Madison got into fashion despite being too scared to pursue a fashion degree in school The strategic way Madison interviewed different manufacturing partners to make sure she found the best fit for her business How to stay inspired as a creative without a travel budget Why Madison recommends every business owner create a thorough business plan How her business plan has helped her make better decisions in her business The underrated skill that has helped Madison grow her brand (more than money could) The importance of storytelling - including what, how, and whom to tell Why it is so important to find the right day job before your business becomes full-time. People and resources mentioned in this episode: Madison Victoria website Madison Victoria Instagram FashionPedia fashion encyclopedia Has listening to How Fitting helped you create a better fit in your fashion business? Episode 100 of this podcast is coming up and I’m planning a special episode featuring the most notable moments from the 104 guests I’ve had on this podcast so far – plus your story! Click here to tell me about your favorite How Fitting episode and how it has impacted you or your business. Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.