Welcome to the Busi-ness Podcast!

Haeni Kim, founder of cult clothing brand KITRI, began her business journey in luxury fashion. Stemming from a desire to create lifelong, unique pieces, Haeni launched KITRI in 2017, bridging the gap between high street and hero pieces that don't put you out of pocket. Five years later, the brand has had an army of KITRI girls. The brand is a firm favourite of celebrities and Instagram stars, with the 2 hugely successful collaborations with Jessie Bush under its belt. Expect bright colours, bold prints and pieces you'll want to wear forever.

Haeni and I covered a number of topics, including the standards we set for women through social media, why it's impossible to have a good relationship with online platforms, the challenges facing women in their entrepreneurial journeys, why competition can be bad for our mental health and why we have to be disciplined about where our focus lies. We talked about how KITRI is tackling some of the sustainability challenges that face the sector, the fear of greenwashing and whether founders should be afraid of call-out culture. KITRI is really setting the tone for the future of fashion brands and buying better and I really hope you enjoy listening to this business story.

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