Slow Sunday Series


I'm not gonna sugarcoat it but a lot has been happening IRL that as much as I enjoy spending my quiet time at 7am in the morning to write weekly emails, Hani and I have been using these small pockets of time to pause and ask ourselves:

Why are we doing this?

It's easy to recognise the what and how. Like when you go to work, you know exactly what you're supposed to do and how to do it. But the why is often a blur. It's what commonly referred to as your purpose. It's not the same call to action for everyone, it can sometimes be highly personal but it's instrumental in showing up. When you're faced with difficult questions, unexpected stumbling blocks and even accomplishments.

We've not chosen the easiest route. We didn't start this so that some day we can hire people to do the work while we focus on growing the business. We didn't start this so that some day we can flip a switch and let things run overnight.

We started our journey and share it with the world because we believe in honouring human input and skills, challenging the status quo that we're all better off when things are automated and programmed in an assembly line. If you take a closer look, most of these processes do more harm than good. Here we are today, living in a climate crisis as a result of wanting more and faster.

But we're not here to protest against mass production.

It brings cheaper and quicker results. It means the linen fabric we use is reasonably priced for its long-lasting quality and takes 100 days to go from seed to fibre, not longer. It means you get to access to good design at affordable prices with your IKEA furniture. But having things done quickly and mechanically has made the human effort seem less important and often go unseen.

A pattern drafting program can work out measurements faster than we can and we could even set it to create the least amount of fabric wastage if we ever to use one (we don't).

It recognises the what and how.

But not the why.

The why is what makes us who we are. The why supports our persistence in a zero-waste approach to creating products that last for years. The why makes you wake up every morning and get things done or don't. The why drives you to make make choices for yourself and your loved ones.

Our process is slow and can be unappealing to someone who's speeding through life but since you're reading this, you're likely to stop and smell the roses. To find satisfaction in slow buying and slow living in a fast-paced world.

And that's why we're introducing Slow Sunday Series.

Where we pop in your inbox on Sundays (of course) to remind you of the beauty of slowing down without feeling like you're missing out or not moving forward. Sundays are what we like to call transition days. It's the best time to reflect on how the week's been and prepare for the next. It's the day you could use to either squeeze out more time and scramble before Monday strikes or enjoy the good that lasts.

In this series, we'll also give you exclusive insight on what we're up to and why we're doing so — in flashcard manner so we won't take up too much of your transition day.

xx Aisah