The stories of the people who are doing the hard work to advance circularity goals in their own, unique ways inspire us to continue to do the work that we’re doing. They also reminder us that no matter how difficult a problem may seem, there are always ways to overcome it when there is a will to do so. We wanted to share these stories so others could draw inspiration from them too.

Today we’d like to share the story of Nina Jiabao Zang, Founder & CEO of KIBRA. You can say that fashion runs in Nina’s family starting. Her grandmother started the family’s original fashion business in 1979. Nina’s own story started with a fateful trip to Kenya that left her asking herself what she hoped to get out of life. We sat down with Nina to learn more.

What first interested you in fashion design?

I was inspired to enter the fashion industry by my family. My grandmother started working in women’s fashion back in 1979. She went from being a textile worker to opening her own factory and eventually launching a clothing brand that offered high-fashion styles for both women and men at prices that young people could afford. Even when times were tough, she chose to improve our family’s income through fashion, and everyone loved her clothes. Her words really encouraged me: “No matter how difficult life gets, always dress beautifully to greet each new day.”

Why did you choose to start Kibra?

Starting Kibra came from a chance encounter I had five years ago when I visited a slum in Kenya. I met a little girl who asked me, “What is your hope for life?” At that moment, I didn’t know how to answer her, but her answer was so simple—she wanted to buy a car and travel the world with her family. Later, I got a job and was earning a good income, but I couldn’t stop thinking about her question. Eventually, I decided to leave my well-paying job and start a new women’s activewear brand, Kibra, from just a logo. The logo is inspired by the name of the slum where our conversation took place—Kibera.

What does circularity mean to you?

Circularity in the fashion industry has many aspects worth pursuing, from the materials we use, factory operations, packaging, and transportation, to the return cycle due to unsatisfactory products and even disposal. Every step impacts our planet. As a new brand, I hope our presence brings positive change to the industry, rather than just adding another fast fashion label. We may not be doing enough yet, but we aim to consider keywords like “sustainability, health, reusability, durability, classic, and versatile” in every decision we make.

What have you found most challenging about pursuing circularity? What have you found most rewarding?

The biggest challenge is matching consumer preferences with our supply. For example, we launched a comfy homewear line made from eco-friendly recycled spandex, but the market response wasn’t what we expected. Maybe the fabric composition didn’t play a decisive role in purchase decisions, and we need to focus on other factors that influence buying choices. On the rewarding side, we released a limited-edition line of canvas bags and backpacks that unexpectedly became customer favorites. People love using them for the gym, shopping, or outdoor activities. This feedback has encouraged us to keep exploring circular packaging options.

Did your experiences so far differ from your expectations of the process? If so, how?

Currently, we want to better communicate our views on circularity to more consumers. Our efforts in marketing and outreach have been limited, so we hope more consumers will understand that KIBRA is trying many ways to support sustainable brands, companies, and platforms. This way, the fashion industry can move toward “durability” instead of chasing the “fast fashion” cycle of repetitive consumption.

What are your long-term goals for Kibra?

I hope Kibra becomes a long-standing brand with a global fashion influence. From a business perspective, we want to serve more women who love life, fitness, and beauty. Environmentally, I hope our partnerships encourage everyone in our supply chain to embrace sustainability, whether in production, transportation, or product disposal and reuse.

Is there anything you wish you knew before you started your circularity journey?

I wish I had more insight into how to combine style innovation with low-cost eco-friendly materials. I want to create designs that satisfy consumers' desire for freshness while reducing waste from continuous production.

What advice do you have for other brands who are considering circularity?

I hope more brands join the sustainable fashion movement! It’s important to find a balance between aesthetics, materials, and commercial viability. From the start, brands should implement these ideas and be ready to adjust based on market feedback.

Is there anything you want shoppers to know about shopping with sustainable brands?

I want consumers to understand that many returned products are brand new and suitable for second wear, so there’s no need to worry too much! Also, if they have items that don’t fit or they no longer like, they can let those clothes continue their journey by donating them or passing them to online platforms like notnot, ensuring that every piece finds a new home and fulfills its greatest mission.