Interview with the founder of KiRiVOO

In today’s interview we talk to the founder Ines Karu-Salo of KiRiVOO, an exclusive and high-quality slow fashion designer wear label that creates classic timeless pieces for professional women. Made in Estonia this brand is perfect for the style conscious woman who loves to look good.

KiRiVOO two piece suit

Thank you for wanting to be part our exclusive network. What were your reasons for joining us and investing in the Ethical Brand Directory / Academy and community?

Nothing changes without professionals partnering for improvement and collaborating through engagement in sustainability initiatives. I believe that championing sustainable businesses is an important part of driving change towards a better fashion industry.

Can you give me a brief overview of your brand and the type of products you sell?

KiRiVOO is an exclusive and high-quality slow fashion designer wear label for modern, thoughtful and strong women. KV creates classy elegance from certified sustainable fabrics, and designs and manufactures with consideration to the environmental and social impact. All garments are lovingly handmade by professional seamstresses in Estonia. KV don’t run end of season sale campaigns and produces on demand in order to reduce waste. KV offers affordable luxury in an efficient yet personalised way.

What are the 3 most important things that people should know about your brand?

At KiRiVOO we are dedicated to creating an (1) exclusive, (2) high-quality and (3) sustainable designer wear in the right way (produce from certified sustainable fabrics, minimise waste and have an ethical production process). USB’s on site:

What was your WHY? What inspired you to set up your business?

I had been working in retail for 10 years before starting KiRiVOO, so, I knew the industry, saw the sustainability issues and had a drive to make a difference by doing fashion in the right way. My goal in life is not just to survive but to do the right thing, thrive, and create a better and happier life.

Ethical Brand Directory Blog | KiRiVOO Brand Founder Interview | KiRiVOO models in Embroidered Simone Skirt and Sleeveless Coat

What challenges do independent brands like yourself face?

I see that sustainable fashion needs to become more available and affordable so people could really influence the change in the fashion industry. As an experienced entrepreneur my mission is to make sustainable business scalable and profitable.

Why is it important to be ethical in business?

Ethical behaviour and corporate social responsibility can bring significant benefits to a business, environment and economy. I believe that all people want and have the right for a better life but that is only possible through more ethical business practices.

What steps are you taking to ensure your brand operates as ethically as possible?

We have worked hard to build reliable, long-term trustworthy relations with our partners and recognise the progress they make. We work closely with our manufacturers in Estonia where the brand was founded and is based. We produce on demand basis which enables us to make sure that we do not overproduce, minimise waste and pay fair fees to the people behind the brand manufacturing. And we fully support the transparency in our industry.

How important is sustainability for businesses? What are you doing in your business to reduce your environmental impact?

KiRiVOO has been focusing on building a sustainable business from day one. As a start-up KV is yet small but dedicated to learn as we go. We produce our handmade apparel from certified sustainable fabrics (such as organic cotton, organic silk, bamboo viscose), minimise waste and value ethical manufacturing practices.

What are you not doing in your business but want to improve on?

I want to start accurately measuring and scoring our company’s products sustainability performance. Adopt the standard and get certified sustainable fashion brands, not only source certified sustainable fabrics. As well as improve the sustainable business model and partner for successful sustainable development.

What is your supplier and sourcing policy?

It was 2015 when I did my first extensive research on sustainable materials and went to explore the Future Fabrics Expo that is focusing on showcasing responsibly produced materials devised by The Sustainable Angle. Since then the expo has been the one destination to visit every year. KV clothing is made from certified eco-friendly and organic fabrics that are sourced from the EU. About manufacturing and link to our suppliers list:

In 10 years from now where would you like to see the fashion/beauty/travel world? From a business and a consumer perspective

KiRiVOO vision is to become a globally appreciated slow fashion lifestyle brand for women, men and kids.

Do you have any favourite ethical and sustainable quotes, or any key influencers that inspire you?

“Buy less. Choose well. Make it last.” quoted by Vivienne Westwood. And “ethical is the new black”. Sustainable fashion influencers who have inspired are Style & Trashion and Sustainably Chick.

Why should the general public care about supporting ethical and environmentally responsible brands?

Because the future depends on all of us, and the people and the Earth deserves better. Because fixing fashion is a call for action and it involves us all as the fashion industry’s current business model is clearly unsustainable.


You can shop our selection of ethical luxury from our carefully handpicked family of brands that care.

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