Q: Can you tell us about the inspiration behind the creation of UFO and the story behind its unique name?
A: Launching UFO has always been more than just about fashion or a goal; I always wanted to bring something meaningful to people with a deeper mission at its core. My career in Australia started with marketing. I worked closely with inspiring brands in the fashion industry and observed a recurring theme - brands that resonated with people were the ones that transformed lives and made a significant impact in the world. And then it clicked. I can bring the change through clothing. But it will be something unique, something purely me, something that speaks freedom, confidence and comfort. These values became the cornerstone of UFO, a brand born out of the desire to embrace balanced living, where you can be unapologetically yourself, free and confident in your choices, beliefs, and self-expression.
The name ‘UFO’ beautifully mirrors this concept, seamlessly transitioning with you from home to work, and anywhere the day takes you.
Q: UFO stands out as a boutique brand with exclusive pieces. How do you define the concept of exclusivity within your brand and why is it important to you?
A: For us at UFO, exclusivity means creating pieces that bring you an experience. Every item reflects a commitment to quality, comfort, and the freedom to be yourself, drawing on my personal values and the lifestyle I embrace. We release our products in small batches, ensuring attention to every detail, from the exclusivity of cuts to unique designs. Ethical manufacturing is also important to us; we don’t need to overload the world with more clothes that end up going to the landfill, we bring durable clothing with every step in the production process respecting both the environment and the individuals involved. This all creates a deeper connection with our audience, offering them a carefully crafted piece that holds a story, and a promise of quality and comfort that stands unmatched.
Q: Freedom, confidence, and comfort are key values associated with UFO. How do these values translate into the design and creation of your clothing?
A: At UFO, we take our core values of freedom, confidence, and comfort very seriously, embodying them in each stage of creation.
Freedom is reflected through our versatile designs that allow you to feel unrestricted and truly yourself, whether you are picking up children or navigating through a fast paced city environment.
We firmly believe that confidence starts with being comfortable in your own skin, and to support that, we craft clothing that grants freedom of movement and an oversized fit, allowing you to navigate your day with ease and self-assurance.
And when it comes to comfort, it’s non-negotiable for us. We opt for fabrics that are not just high in quality but also incredibly comfortable to wear. Imagine wearing something that gives you the style you love and staying true to yourself in every move you make?
Q: What sets UFO apart from other fashion brands? How do you differentiate yourself in the market?
A: What really makes UFO different is our focus on helping people find freedom and comfort in their daily lives through what they wear. We know that the world can be a stressful place, and we want our clothes to be a source of calm and safety.
We create clothes that encourage people to connect with themselves and nature. This is reflected in our commitment to using ethical manufacturing processes and high-quality materials.
We release our collections in small batches, which makes each piece special and exclusive. This approach allows us to build a close relationship with our customers, as we are offering them comfort, a sense of belonging, and a story to wear.
Q: Could you share some insights into your design process? How do you ensure that each piece embodies the essence of UFO's philosophy?
A: Our design process is a careful blend of staying tuned with the current market trends while holding tightly to our unique UFO touch in every piece we create. Initially, we observe what's trending, what people are loving at the moment. Once we gather insights, we strive to infuse those elements with our philosophy of comfort, style, and practicality, ensuring the quality of the material is top-notch, the design is trendy yet comfortable, and every piece echoes the effortless, freestyle that we stand for.
Q: Sustainability and ethical practices are increasingly important in the fashion industry. How does UFO incorporate these principles into its production?
A: We are conscious of the fact that ethical production might come with a higher cost, but we are not willing to compromise on this to reduce the price of production. Our priority is to maintain a manufacturing process that is fair and respects both the environment and the individuals involved.
Additionally, by producing in small batches, we avoid overproduction, which is not only a commitment to quality but also a step towards reducing waste.
Lastly, we encourage our customers to buy less but choose well, educating them on the longevity and timeless style of our pieces, which transcends seasonal trends. We are on this journey for the long haul, continually learning and evolving to make UFO a brand synonymous with ethical and sustainable fashion.
Q: UFO emphasises the importance of quality and longevity. Can you speak about materials and fabrics used in UFO's collection? What factors do you consider when selecting materials for your designs?
A: When we choose fabrics for UFO clothes, we focus mainly on three things: how the fabric feels, how it looks and how long it will last.
We pay attention to the fabric’s GSM (fabric’s weight) and therefore its durability. A higher GSM indicates a denser fabric, which often (not always) translates to a more durable and premium quality material. It’s just one of the aspects. I’d say there’s a 100 more to ensure durability.
The kind of fabric we use is very important too. We choose materials that are not only soft to touch but also breathable, meaning they allow air to pass through, keeping you comfortable. Plus, we make sure they are easy to take care of and look good.
Quality stitching is another vital factor in our process. It doesn’t just add to the durability of the garments but also brings a neat and elegant finish to each piece
In simple terms, we put a lot of thought into choosing the right materials and methods to make UFO clothes comfortable and long-lasting, so that people can enjoy wearing them for a long time.
Q: Can you share any behind-the-scenes stories about the creation of a specific piece or Basics collection?
A: Absolutely, I’d be happy to share!
Starting UFO was a big adventure for the team and I. None of us had a background in fashion design, just love to street style and leisurewear, and we all shared a deep passion and a vision to create something truly special and unique. We learned everything from scratch, and every day is still a learning experience that is truly inspiring. We went and hired the best professionals to help us develop our ideas: designers, sourcing and production agents and we are super grateful for all their help. Now after we went through this journey together, made tons of mistakes, but launched with the perfect product that we all ticked off on!
Our team is quite special because we all work from different parts of the world — Australia, Europe, and Canada. It’s incredible how technology has enabled us to work harmoniously, erasing borders and time zones as we collaborate in real-time, sharing ideas, and making decisions collectively.
Behind every piece we create, there is a story. Each piece comes from the heart, reflecting our journey, the things we’ve learned, and the challenges we’ve faced. The road has not always been easy, but it’s a fulfilling journey where we grow together as a team, and more importantly as a brand, united with a common goal: to redefine fashion through a lens of comfort, freedom, and ethical production.
Q: Looking ahead, what can we expect from UFO in terms of upcoming collections or initiatives?
A: We have a lot of exciting things coming up at UFO! We’re working on bringing you clothes with unique cuts and prints as well as more colour options. We are also expanding our Basic Collection adding fresh and special designs. We aim to work closely with our community, welcoming collaborations with like-minded creators who share our vision and values, further enriching the brand’s growth and evolution. Keep an eye on our updates; we are sure you’ll love what’s coming!