.... and welcome. Thanks very much for stopping by.
I'm Jessica Kruger, the founder of LUXTRA. It's always nice to put a face to a name, so this is me (albeit a few years ago) already showing off, demonstrating my love for fashion and ... trains.
That's my Mum's wool spinning wheel in the background too. I grew up in Sydney, Australia in a salt-of-the earth type of family. We didn't do waste and pretty much everything was DIY. We repaired things that were broken, grew our own veggies and composted the scraps. I'll save some of those anecdotes for another day, however it's habits and values from my childhood years form the basis of LUXTRA and the principles around which I am building our ethos.
This is the first post in LUXTRA's journal; a forum we will use to delve behind the scenes of our brand and share ideas we think are interesting. The journal will also be a space to discuss matters close to our heart, illustrate decisions that go on behind the scenes and share what wonderful things are inspiring us.
I started LUXTRA to create a positive change in the world. I was becoming increasingly dismayed by the profit-at-all-costs mentality of the fashion industry (indeed of most industries) and so I wanted to create a brand that would be the change I wanted to see. I am excited for your joining us on our journey.
In the meantime I'll leave you with a quote I came across today:
I couldn't agree more.
Catch you later.