“Start from small brands, applied by bigger brands. It’s all about circularity."


“Sustainable fashion does not have to correspond to a stereotypical image. It doesn't have to look eco to be sustainable and we consciously show that with our selection of designs.”


Haram’s Philosophy

Struggled between creativity and sustainability, Haram’s founder, All Amin, realises that upcycling serves only to create and to express ourselves without being reckless or feeling guilty. Therefore, she redefines upcycling as a combination of achieving one’s own inner peace and fulfilling one’s obligation and responsibility to create a brighter future. Amin has also enlightened us with the notion that this way of thinking can be translated to your deciding factor before making a purchase: rethink your actions and behaviours and try to be as creative as possible to reuse all kinds of ‘waste’ in your daily life, such as, leftovers, before throwing them away.



Upcycling Potential

Haram is all about upcycling. It could be as simple as making DIY fashion, yet it doesn’t limit to designers. Your home and your wardrobe are all parts of it. Simply exercise your own imagination and use your wardrobe as inspiration. Similar to what she did when she started Haram, Amin began with her huge collection of sneakers. There is always a whole new wardrobe to be reinvented behind your original one!


“Not all of us are ready.”

Amin shared with us about her powerlessness towards the sustainability progress the world has been making. She witnessed that even though a large number of industries that cause so much pollution and exploitation may have already tried to minimise their environmental impact, they are still far from reaching the point of having a neutral or positive impact on the planet.


Despite feeling glad that numerous corporations have become aware and have adapted some sort of sustainability approach, it is still sad for Amin to see certain companies performing green-washing only to stay “trendy“. They are still focusing on making the highest profit out of everything. “Sustainability should not become just another PR strategy”, said by Amin.


Haram’s Heroes

To Amin, immigrants, low-income and BIPOC community are figures who represent sustainability the most. Most lower-income folks naturally participate in the habit of making sustainable fashion due to their circumstances. Amin was amazed by the idea of true sustainability. “To wear what you already own, or to buy less and buy used if you’re in need of something. Fix your clothing when it breaks & wear pieces multiple times before washing.” It was such a heart-warming moment when Amin was reminiscing that it was (and still is) a tradition in her own family that children's clothings were kept and passed on to the younger family members.” She concluded that,  “Circularity always runs in the family.”

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