Debbie brings a little India to Luxembourg
"In fact, I had absolutely nothing to do with design," admits Debbie Kirsch when recounting how her fashion brand Devï was born. The 27-year-old, from Stadtbredimus, set up her own business last year and will open the doors of her pop-up store in the capital's pedestrian zone, where she will set up shop on rue Philippe II for five months, starting this Thursday. The difference with many other stores: Debbie sells sustainable fashion, produced fairly in India.
But what motivates Debbie, exactly? “I realized how much we consume fashion without conscience. Most of the time, we don't even know where our clothes come from”. When she traveled to North India three years ago, after graduating with a degree in biology and environment, she noticed a container full of nappies. Contrary to what she first thought, they were not intended for a kindergarten. “When you see something like this, it's clear: there's a clothing factory nearby. To relieve themselves, employees are given a diaper. Per day".
"I want to change something about people's buying behavior..."
At the time, Debbie spent five months with the NGO Saheli Women, which was committed to production under fair conditions. Debbie quickly makes her choice: “I want to sell clothes”. Working women make one-of-a-kind modern pieces from old saree fabrics and earn their livelihood and independence in the process. “There's a bit of female empowerment at every step,” says Debbie. Because the 44 women are largely widowed, abandoned or homeless and lived on the margins of Indian society. The clothing trade brought them the financial means to afford houses, cows, school for the children or even medical care.
As a responsible company, it wants to contribute to a more conscious consumption and professionally market Saheli Women's clothing. With some success so far. Devï has previously featured in a special sustainability edition of British Vogue and is also sold in two New York stores. “Luxembourg, women in India always ask me where it is. But of course they know New York,” laughs Debbie.
"... but I need consumption"
The store in the capital is the next step for the young entrepreneur. “I want to push the label forward,” she says. Its long-term vision: a large company with recycled clothing from comparable projects in other countries. After returning from India, she started with very small private sales and then sold the brand from time to time in small pop-up stores. The fact that the clothes are so well received is sometimes a dilemma, for Debbie.
“I want to change something in people's purchasing behavior, but I need consumption for that”. In order to give its customers a reference on the origin of the clothes, a small photo with the story of the woman who sewed the piece is attached each time. “I not only want the production to be ethical, but to continue with the customer. Everything is a project of the heart”.
(Miriam Meinecke/The Essential)
