Kitty: Today I am having a virtual chat with Kiril, co-founder of the recycled down outwear brand Faculty. Hi Kiril, great to chat with you, how do you feel today? Kiril:  Hi Kitty, I feel great, thanks. Excited to tell you more about our brand.  KItty: Now, tell me why you name your brand Faculty? Kiril: Sure, when we say ‘faculty’ we refer to the “powers of the mind”. People exercise the power of their minds daily to make a difference in the world - whether this is making informed choices, getting things done, or designing amazing products. So in 2019, when we launched Faculty, we started off with a vision to create outerwear that empowers people’s faculties and their daily pursuits. For us, this means protecting them from inclement weather and helping them navigate city microclimates while looking good and feeling good about the choice they're making. Recycled down is down that was collected from products on their way to the landfill – it’s post-consumer “waste”. But because down is very durable and quite expensive, it makes absolutely no sense to throw it away.

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​Our puffer has seven pockets and our parka has nine pockets, which you can use to organize anything from your phone to your cold-weather accessories like beanies and lip balm.

Kitty: And thanks to the puffer, I survived the cold weeks in Hong Kong for the last two weeks! It keeps me so warm and it is so light to carry it around. I love the tote bag that came with it as well, so that I can store my jacket whenever I don’t need to put it on. What I love the most is, of course, the pockets! What was the story behind the design of the puffer jacket?  Kiril: We actually spent a lot of time conducting user research and interviewing people living in cities such as Seattle, New York, London, and Copenhagen, and one thing we kept hearing was how important pockets were when it comes to outerwear. People love pockets on their jackets because carrying stuff around in the winter can be challenging when you’re already wearing layers of clothes on you. So we thought, how might we add a lot of functional pockets to our products, but without sacrificing the minimal aesthetic we were going for? So what you see now is our solution. Our puffer has seven pockets and our parka has nine pockets, which you can use to organize anything from your phone to your cold-weather accessories like beanies and lip balm. We even added a detachable pocket so you can take your valuables on-the-go when checking in your jacket or hanging it at the bar.  Kitty: Tell me a secret about the brand. Kiril: Sure, probably not many people know, but we call our puffer the EQ Puffer and our parka the AQ Parka. These names come from the emotional quotient and adversity quotient, respectively. EQ because we value faculties such as self-awareness, self-confidence, and human connection, and AQ because the adversity quotient measures human resilience, or our ability to cope with challenges. We hope our products help people connect in new ways and persevere through whatever challenges come their way.

​We hope our products help people connect in new ways and persevere through whatever challenges come their way. Shop Faculty here

Shop Faculty here

my dream was to create a meaningful brand that considered both environmental and ethical practices throughout its business channels

Kitty: When did you start the brand and what inspired you to start it? Anthea: I started the brand in late 2019, just prior to Covid. I wanted to create a collection of luxury sleepwear and bedding using materials that are gentle on the planet and feel beautiful against the skin, pieces that are timeless and sustainable. After enjoying a career in fashion and home textiles my dream was to create a meaningful brand that considered both environmental and ethical practices throughout its business channels; from farm all the way to how our goods arrive at the customer’s door. Kitty: Tell me a fun fact about your brand. Anthea: The name. In Greek mythology Pasithea is one of the three Charities (Graces), she was the personification of relaxation, meditation, and all other altered states of consciousness. She also happens to be married to Hypnos (the God of sleep). The name Pasithea seemed like a perfect fit, today’s pace of life being sometimes overwhelming, and sleep being so important to our wellbeing, we wanted to create pieces that enhance comfort and relaxation. Shop Pasithea here

I don’t think any business can rely on sustainability alone. Consumers need to believe in the product and love the way it feels on them

Kitty: What is the key reason for people buying from Pasithea? Do you think people are buying because of the sustainability story behind the brand or because of the material and design?  Anthea: We have some followers who shop with us due to our sustainability practices, many of them value that we only carry fabrics that are certified and that our factories are BSCI accredited, meaning that they pass global standards in regards to workers rights, conditions and payments. However I don’t think any business can rely on sustainability alone. Consumers need to believe in the product and love the way it feels on them, and I think this is the key reason our customers keep coming back. I think we have managed to get the balance right between beautiful fabrications, comfortable cuts, sustainability and affordability, but of course we are always learning.  Shop Pasithea here

Kitty: What do you see in the future of sustainable fashion?  Anthea: The great news is that consumer buying habits are changing in a positive direction, and although some call this the new ‘eco-age’ it is my belief that this movement will only continue to gain strength over time and generations. We are seeing a lot of white washing and this is very confusing for consumers. Who do I believe, everyone is saying they are sustainable, does it really matter? My response would be ‘don’t be afraid to ask’. If one of your favorite brands or retailers is claiming they are sustainable, why not ask how? And is it ok that just one element of the product they are selling is sustainable? What about their other channels? How are they packaging, or shipping, how do they treat their workers? Although we don't get everything right all of the time there needs to be as Kitty calls it ‘ASAP’ as sustainable as possible practices across the business. I believe that the future of sustainable fashion depends greatly on consumer demands, and the pressure they put on retailers by questioning their practices or by searching for sustainable alternatives when they shop.

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