Founders Q+A: Ada Dakin
Ada Dakin on slow fashion and building a meaningful brand.
Sophie Dakin founded Ada Dakin with a vision to create a luxury slow fashion brand which champions local artisans, prioritises environmental and social responsibility, and ignites excitement for clothing that is made to be cherished. Sophie discusses doing and learning it all as a Founder, ingraining her values right down to her business model, and the need for collaboration and transparency in the industry.
ESGmark®: What inspired you to found Ada Dakin?
Sophie Dakin (SD): My grandmother had a sewing machine which has now become a family heirloom, passed down through generations of Dakins(!), and now sits pride of place in my own East London home. I fondly cherished the time we would spend together as she taught me how to sew, so it has always been a dream of mine to start my own clothing brand.
From a young age I had a passion for crafting my own sense of style by pairing thrifted discoveries with items from high-street and luxury brands, however my career actually started in the jet-setting world of textiles sales. My personal and professional transformation into sustainable fashion was fuelled by a growing disheartenment both with my substantial carbon footprint and the wastefulness I personally encountered in the fashion supply chain. Witnessing the decline of British factories and mills further sparked my desire to establish a kind and meaningful UK-based brand which could both contribute to, and reignite enthusiasm in, the British garment production industry.
ESGmark®: What is something you've learned about social and environmental responsibility in the fashion industry through your experience within it?
SD: In an industry where greenwashing is widespread, my most valuable lesson so far has been to remain committed to prioritising transparency and accountability throughout the brand. Operating with a strong belief in loyalty, I am passionate about forging meaningful partnerships with organisations with shared core values to create a more environmentally conscious and socially responsible industry. It is imperative that we continually work closely with suppliers and manufacturers who use materials, production methods and employment practices which are respectful to both the planet and workers. To strengthen our stance we aim to start conducting comprehensive assessments and reporting on our own practices on an annual basis.
ESGmark®: How do your values inform your every day business making decisions?
SD: My aim is for Ada Dakin to be a beautifully considered counterpoint to the fast fashion industry and I’m keen to rekindle the sense of anticipation that comes with eagerly awaiting a cherished piece of clothing. My decisions always put sustainability and ethical practices first, which ensures that we prioritise recycled and biodegradable materials throughout the brand, and fair working conditions in our supply chain.
As we are made-to-order I strive to procure the very best materials, trims, pricing and craftsmanship that provide our standout pieces with longevity and high quality craftsmanship from local artisans. Of course, honesty and transparency are crucial factors in sharing our sustainability efforts, both from ourselves but also from customer feedback. This season we have extended our sizing range to cover UK 6-22 as a result of direct feedback, so we love the community effort which arises from truly valuing and acting on direct customer input.
ESGmark®: What has been your biggest learning so far since founding Ada Dakin?
SD: This whole year has honestly been the biggest professional learning curve and challenge I’ve ever had! Having never worked in the fashion industry, I’ve become fluent in sewing and manufacturing terms, I’ve tried and tested so many marketing and social media strategies that I feel like I’ve become an algorithm specialist! I have taught myself Photoshop, Indesign and Lightroom from youtube videos, and have loved every single second of it!
However if I had to identify one singular occurrence it would probably revolve around locating a UK-based manufacturer willing to collaborate with us on a made-to-order basis, whilst adhering to the perfect pricing, timelines and production quantities. Myself and Peach (my pooch) did so much cold-calling of local manufacturers, then set out to personally visit each one armed with a bags of samples, numerous colour-coded Excel spreadsheets and the most durable dog treats in existence! On our 14th meeting, we stumbled upon our current East London based manufacturer, conveniently located a 10-minute bike ride from our home, and who we are now lucky to have the most amazing relationship with!
ESGmark®: What would you like to see from the fashion industry in coming years?
SD: I strongly believe that the principles of slow fashion and sustainability are integral to the future of the industry. I also believe that change can only be instilled through collective support and collaboration, so I would love to see more independent brands popping up who openly share insights into their supply chain and process and aim to inspire audiences by educating about the advantages of slow fashion for both consumers and the environment, shifting individual purchasing habits to value thoughtful choices rather than instant gratification.
ESGmark®: What advice would you give someone wanting to build a successful value-driven business?
SD: I have both personal and professional advice for those aspiring to launch a successful eco-minded brand:
Personal – Believe in yourself and trust your instincts. Brush off any internal or external negative chatter…you don’t need a degree in fashion design, there’s always room for more brands, and don’t let anything hold you back. You’ve already accomplished the challenging part by conceiving the idea of creating something meaningful, now take that idea and propel it into action with unwavering passion, knowledge and determination to succeed, no matter what. If you possess this inner strength and steadfast belief then everything else will naturally align with your vision. Trust me on this!
Professional – Consider how what you wish to create can offer the most effective solution to a specific problem. Start by defining your ideal customer in great detail, including their lifestyle, preferences, favourite restaurants, vacation spots, and even niche characteristics. My very first customer profile focused on a 27-32 year old female who enjoyed drinking Aperol Spritz’s, wearing high waisted jeans, a crop top and a Lack of Color fedora at London’s most sought-after rooftop bar with her friends! Next, identify their clothing needs and spending habits, and assess the market to pinpoint where your brand can uniquely excel, these factors should neatly converge into a solid framework of where to start.
ESGmark®: What are your priorities for the next 12 months?
SD: Ada Dakin launched at the start of 2023, so this year has really been about forging our way. This industry is new to me so I have relied on a combination of research, intuition and trial and error to judge what works best for the brand! I will be heading into 2024 by spreading the word about slow fashion and UK manufacturing by marketing the brand and our USP’s with a more confident and educated mindset.
My more immediate plans are to get my hands dirty! I’m currently in talks with various organisations to devote time to volunteering so that I can both physically and financially give back to the planet. I also want to ensure that we remain true to ourselves, our customers, and our long-term goals, by constantly researching new technology, fabrics and organisations who we can pair with along the way. I’m only just getting started so I’m very excited about what the future holds for Ada Dakin!
ESGmark®: What are you reading / listening to at the moment?
SD: At the top of my current reading list is ‘Wouldn’t Take Nothing For My Journey Now’ by Maya Angelou, I’ve read some of her earlier work and her words on fulfilment and spirituality really resonate with me, so I fortunately found this book in a charity shop a couple of weeks ago and didn’t hesitate in snapping it up immediately!
At the end of every year I always revisit ‘The Secret’ by Rhonda Byrne for a little personal and professional reset. I massively subscribe to the law of attraction and genuinely attribute it to having created events in my life so if you aren’t familiar with the concept, I would strongly recommend reading it!
For more on Ada Dakin, head over to their website.
Speaking to our founders is central to keeping the ESGmark® community connected - read our other interviews with Canopey on ethical buying and building trust through transparency, myPTA on socially responsible business and running an app, and Prosody London on all natural perfumery and business karma.
