IVA RYCH
Slow fashion brand
Discover the truly inspiring journey of a young German brand with Ukrainian roots that advocates for and puts sustainability first!
Born amidst the turmoil of 2022, this fashion brand was founded by Dana, a woman with a passion for fashion and a deep love for her homeland, Ukraine. Dana has dedicated her work to sustainable fashion and, with her small business, she is now supporting Ukraine's textile industry by having all production directly in Ukraine.
To find out how all this is possible, keep reading this exciting story!
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Our Story
Why IVA RYCH?
Dana, what inspired you to create a sustainable fashion brand?
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My mum used to say: "Dana was a good and trouble-free child, but she ALWAYS had one problem - she never knew what to wear".
I have loved fashion since childhood. There was a dressmaker in our neighbourhood and I was one of her most loyal customers. Old clothes from my mother or grandmother, scraps of fabric - everything found a new life in the form of my childhood designs. When I became an adult and had complete freedom of choice, I spent most of my money on shopping. I was a real Zara fan. I loved everything about Zara - the fact that I could buy an entire outfit there and that I could always afford it. But not for long! As I went through university, our professors were increasingly showing us the devastating effects of the fashion industry: the pollution of rivers and air, the suffering of people in supply chains, the rising number of babies born with disabilities due to environmental toxins, and the mountains of discarded clothing that no one needs anymore. During my bachelor's thesis, I dedicated a section to sustainability and started working with concrete numbers. I realised that everything we hear about sustainability is not just an abstract concept - it is measurable. There's a certain number of people on the planet, a limited amount of resources available, human actions that drive consumption and waste. You can calculate exactly what will happen if nothing changes.
This insight has profoundly changed my consumer habits and my attitude to material things. I was never a Zara fan again. I no longer enjoy things that have no history or meaning. In 2022, I was on maternity leave with my second son. The war in Ukraine had affected me deeply. I held my baby in my arms as I watched the terrible news and listened to the stories of my parents and friends. I felt a deep sense of shame and sadness - why was I safe and well when so many others were suffering?
This injustice weighed heavily on me. Why was I privileged to care for my child in peace, while elsewhere mothers were hiding in cold basements, lacking even the most basic necessities - like the baby milk I was collecting as aid? That's when the idea came to me: to give them work. And so three fundamental aspects of my life came together - my love of fashion, my commitment to sustainability and my deep connection to my homeland. This is how IVA RYCH was born.
What sustainable practices do you incorporate into your production process?
Our main practice is that we work with 99% deadstock materials in our production. I always try to source leftover materials—not only for the main fabric but also for additional components like linings, zippers, buttons, adhesive tapes etc. Of course, high-quality craftsmanship is essential for our durability and good quality products that are integral part of our sustainability approach. Our team works with such precision that we have zero defective production. Every piece of fabric that is cut is transformed into a finished product, which is ultimately offered to our customers. Not to mention: clean, meticulous, and high-quality craftsmanship significantly extends the lifespan of clothing.When it comes to the social aspect of sustainability at IVA RYCH, I place great importance on fair working conditions and fair wages. Over time, my collaboration with the atelier has developed into a form of friendship. The women working there put their hearts into every piece, and every time we talk, they ask me what has sold, who bought it, and what the customers said.It’s funny how our production process is quite old-fashioned—we don’t use digitally developed sketches or patterns, we don‘t meticulously pre-design our designs. Very often, they are spontaneous, created by hand and very individually tailored to each garment, depending on the needs. Eco-friendly labels, packaging, waste reduction, shorter transportation routes etc—to me, these are just standard practices.
How you balance aesthetics and sustainability in your designs?
A great question. The simplicity of my designs is my everything.My cuts are intentionally simple, but my team and I pay great attention to details and fabric quality. When premium materials, high-quality craftsmanship, and thoughtful details come together, a garment doesn’t need anything more.
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This simplicity is what makes my designs timeless and sustainable. They can be effortlessly integrated into any style and, with just a bit of styling, can easily transform from a comfortable everyday piece into an elegant evening look.
What impact do you hope your brand will have on the fashion industry?
I hope my brand will give people long-lasting, timeless pieces that they truly love and wear.
And of course, I hope that IVA RYCH will convince more and more people that fast fashion is not okay!
