Introducing Claude, an Indonesian fashion label. Claude is an independent fashion company that creates upgraded styles for women based on trends that suit the everyday lifestyle. It was founded in 2018 by the soon-to-be husband-and-wife duo Christie Johana and Tommy Budihardjo. They think that all women are beautiful, powerful, and autonomous, and have a mission of “Empowering Diversity Through Raw Beauty.”. Here at Glitz, we’re bringing you the story behind Claude.
Meet The Founders
Christie and Tommy founded Claude against their parents’ wishes, discreetly leaving behind secure positions as accountants and financial consultants at PricewaterhouseCoopers and Ernst & Young to pursue their actual passion. Since their journey began in their Jakarta garage, Claude has come a long way. The diverse Claude team, which began with just two tailors, has grown to over 100 people of various ethnicities and backgrounds today.
Since a young age, the couple has believed that fashion is an essential element of their lives and that they cannot live without it. According to the duo, wearing properly is no longer an option in today’s world, but rather a necessity, and fashion will always be here to stay as long as being nude is not an option.
Keeping It Zero-Waste
Claude had an epiphany during the pandemic about the negative effects of fast fashion on the environment and their workers. Thus, they decided to change their operating model to what they call a “adaptive fashion model” in 2021. This involves producing pieces based on consumer demand and doing so ethically. The adaptive fashion approach, which was inspired by the traditional made-to-order method, helps them to lower their carbon footprint. This is done by decreasing raw material waste and overstock concerns that are filling landfills. Because this model eliminates the risk of unsold merchandise and so reduces losses, Claude has been able to offer higher compensation and a better working environment than industry standards, all while enhancing the wellbeing of its production workers. Claude claimed no completed goods waste in 2021, with 99.9% of things produced being sold to clients.
Bestsellers On Fashion Influencers
The Ula Dress, Tame Jumpsuit, and Tupa Top are three of the brand’s most well-loved pieces. Furthermore, they are suitable for any occasion. Whether you’re going to a party, attending a work function, or doubling up as a bridesmaid, it’s for you. International and Singaporean fashion influencers like @chrisellelim, @taramilktea, and @dreachong have also been spotted in their Claude best. You have Chriselle’s matching mummy-daughter outfits from the FOND collection. In addition, there’s Tara’s Ula dress, which was refreshed in olive and red in The Pursuit of Happiness collection.
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