As sustainability becomes increasingly popular, the global fashion industry is increasingly aware of cruelty-free practices and the importance of animal welfare. However, the Hong Kong market remains somewhat behind in this regard. Fortunately, there are still designers in this city who are passionate about fashion and committed to animal welfare, actively promoting a cruelty-free aesthetic. As one of this year's CENTRESTAGE emerging designers, Rajul Daga, founder of the vegan handbag brand Mir Kash, hopes to use her brand's story to educate consumers on the importance of vegan products.
1. Hong Kong is a place where the sustainable fashion market is still relatively immature. Why did you choose to start a vegan leather handbag brand here?
I would like to begin my answer with my own story.
A woman's initial sense of style often comes from her mother—and my mom never used leather in her life. In an environment where so many women embraced luxury, she always looked the most dazzling in the simplest of clothes. There was something about her aura that conveyed a certain consciousness. Perhaps it was influenced by watching her, but somehow I've also never used animal leather products. However, in my search for alternatives to leather accessories, I saw a significant gap in the market. Vegan products lacked style; many items were simply "primarily vegan," but the trim, base, and handles were all made of leather.
Mir Kash was born to fill this gap. Launching a vegan accessories brand in Hong Kong was challenging due to limited consumer interest. However, we saw the city as offering exceptional business opportunities: global logistics, a convenient business environment, and proximity to mainland China allow us to operate efficiently and globally. At the same time, we are gradually educating the local community about veganism and sustainability, cultivating interest in our brand through fresh designs and a fun, trendy brand image on social media.
2. How do you convince consumers who don’t know much about vegan leather handbags to try and buy one?
In my opinion, consumers are unaware of the cruelty involved in the supply and demand of skinning and leather processing, so the first priority for brands is education, which will increase their interest in cruelty-free products.
Secondly, when you can offer high-quality, durable products with fashionable styles, you are more effective in shifting consumers from traditional products to vegan fashion alternatives. Our production cycle for each product is four to five months because we only release the highest quality products.
3. Do strict material specifications and limited sources hinder your design and creativity? How will you overcome these limitations?
I wouldn’t describe it as an obstacle, but the design and production cycles may become longer because we need to test the durability and quality of new materials, while brands that use animal leather have a ready-made database and quality assurance.
There are actually many interesting materials on the market, and design often draws inspiration from interacting with them. For example, our upcoming collection is primarily made from a particular type of velvet, inspired by a sample we stumbled upon because of its natural hue and soft texture. As a result, we're currently creating a pleated mini bag using this material. Another material that's been really inspiring the design team lately is raffia.
Patience is key when running a brand, especially when developing cruelty-free products. Your prototypes might take two to three times longer than other brands to develop. All you need to do is continually refine your product until you deliver something truly amazing to consumers.
4. How would you describe your brand style?
Simply put, Mir Kash is a brand designed for the conscious, contemporary woman. We strive to break the perception that vegan fashion brands are conventional, boring, and inferior, and bring a fresh perspective to the concept of cruelty-free fashion. As a result, Mir Kash offers fashion pieces that are not only practical but also add style. We want women to be their most stylish selves without compromising their ethical standards.
5. Which handbag is a must-have for modern women?
Definitely the Braidy! It has a soft texture and braid-like shape. This cherry red bag is our favorite vibrant summer piece: the bold, eye-catching color complements neutral looks while adding a touch of fun. Plus, the metal chain adds a gorgeous monochromatic sheen while remaining surprisingly lightweight.
6. What exciting plans does the brand have?
We will be expanding our product range by releasing new products monthly. Starting next year, we plan to launch seasonal collections that will also include pieces made from materials other than leather, such as raffia, nylon, and canvas. As the brand expands its collection, the team hopes to offer a variety of styles, such as totes, backpacks, and weekender bags.