“The dumbest questions” helped Twoobs build a sustainable brand

Fashion with an environmental/social conscience?

For a long time it seemed like this was the ultimate oxymoron. But in recent years, we’ve seen a greater number of forward-thinking entrepreneurs (particularly women) completely flip the script.

Take Stef and Jess Dadon, co-founders of the viral shoe brand Twoobs. Fed up with the fast fashion industry in 2016 (and their persistent blisters on their feet), the sisters joined forces to launch a brand that could meet all the demands of shoe lovers: durable, fashionable, affordable and comfortable.

This clear objective ensured that the sisters remained focused when purchasing materials with the environment in mind. “This included recycled materials such as lycra made from recycled plastics and natural materials such as sugar cane, which is also carbon absorbent,” they explain.

But their environmental consciousness was not just in the products, but in their entire brand ethos. Through Twoobs, the pair actively encourage their loyal customer base to shop consciously, even if it means missing out on a sale. Raising awareness among Australians about fast fashion and how much ends up in landfill is crucial, with a ‘buy only what you need’ perspective deeply embedded in the brand message.

But surely encouraging people not to buy things when you’re a product-based company is a paradox, if not a huge challenge at the very least?

For the Dadon sisters, the answer is simple: “Our brand’s mission is to create a better future for the planet and have fun doing it. We see our brand as a club of people who want to join our mission, and our shoes are like a badge you get when you join the club,” they share.

Head to the brand’s socials and you’ll see that the Twoobs enthusiast club is flourishing. Women post testimonials of their experience wearing Twoobs, with hundreds rating the comfort of the shoes as highly as the aesthetics. As a new Twoobs convert, I can attest to both.

An image from the latest Twoobs campaign. Source: Women’s Agenda.

And it seems like the sky is the limit for Stef and Jess Dadon as they look to expand into the US “so LA and NY can expect to see many more Twoobs around!” they promise.

With their flagship store in Byron Bay already in full bloom, the pair are also looking to expand their national footprint and “roll out even more shoe styles”.

As for their advice for other aspiring female entrepreneurs looking to make the leap into sustainable entrepreneurship?

“Do it!” they say.

While it can be difficult to know where to start, it’s best not to focus on a “big plan.”

“It took us the first step to figure out where the second one should go, and the second led to the third, and so on. Our company is constantly evolving and changing, just like us, just like the industry and the world. The best thing you can do is dive in and get started, ask the dumbest questions and be open to learning and figuring out where it suits you best. are really necessary.”

This article was first published by Women’s agenda.