A Decade of Change: Celebrating Ten years of Sustainable Fashion, Art, and Heartfelt Connections
At Vino Supraja, we’re so proud to have reached a significant milestone with our brand: ten transformative years in the sustainable fashion industry. To celebrate this past decade, Vino herself opened up during a recent episode of the Via Vino Podcast, answering a series of questions that illuminate her journey as an entrepreneur, designer, and advocate for sustainable fashion. Here we’re sharing a glimpse into her thoughts on a variety of topics, from how she balances her work with family, tips for newcomers to the fashion industry, which stars she’d like to see wearing the brand and even her future plans for menswear.
A Decade of Change: Celebrating Ten Years with Vino Supraja
Defining the Journey So Far
When asked to summarize her decade-long journey in one word, Vino immediately says “change.” Reflecting on her path, she shares how her life has been a series of transformations, beginning with her relocation from India to China, which catalysed her shift from television and radio to fashion design.
“I think change would be that word because, you know, if you see my life journey and professional journey, from many perspectives, change is the right word. I got into the field of fashion because I changed the country I was living in. After I became a fashion designer, I moved to different countries, and my priorities were very different. Just like every other fashion designer, I was attracted to awards, red carpets, stars, runways, and everything. But slowly, those priorities changed. Now, my purpose and passion are directed toward something else. What I want out of this journey has also changed — change in the mindset of people, change in the mindset of fashion brands. So, change is the word.”
Advice for Aspiring Designers
For those looking to follow in her footsteps, particularly a soon-to-be graduate eager to start a fashion brand, Vino offers sage advice: “Wait.” She emphasizes that entrepreneurship, while glamorous in appearance, is fraught with challenges and requires immense discipline.
“Entrepreneurship may look very exciting and fancy from the outside, but it’s not an easy journey; it’s a rollercoaster ride. You’ll need extreme discipline to wake up, to sit down to work at a certain time, and then do the work. It’s not easy, and you may not get rewarded immediately. When you’re an entrepreneur, the first five to ten years will be just watering the seed, wondering why it’s not sprouting. It’s like bamboo: it will be spreading its roots down, which we won’t see, and you need to have that patience.”
Speaking based on her own valuable experience, she adds;
“If you jump into entrepreneurship as soon as you graduate, I’m sure you’ll make a lot of mistakes — even I made a lot of mistakes — and those mistakes are very expensive. Fashion is a volume business; it’s not simple math. I would ideally suggest you work under someone for a few years, learn from them, and then go on your own. That would be the smart thing to do.”
Finding the Energy
When questioned on where she finds the energy for a multifaceted career that includes design, podcasting, and public speaking, Vino reveals that it comes from the connections she makes. Describing her travels as both rewarding and taxing, but often involving less-than-glamorous conditions, she shares some of the grittier realities behind her work.
“Generally, on a business trip, I travel on muddy roads, town buses, and sometimes even on bullock carts to meet weavers in remote villages. I sit on the floor, eat whatever I get, drink whatever water I’m given, and sweat. I get migraines; it’s not easy.
Last time, for example, on a business trip, I got food poisoning and was, well, not in the best shape. But you know why I’m still doing it? I draw energy from meeting people at the grassroots level. It humbles me; I feel like I’m going back home, which is grounding. And when I got food poisoning, there was a group of weaver women who met my husband and said he’d better take care of me, or he’d have them to answer to! They treat us like family, and that gives me a lot of energy to keep doing this again and again.
Podcasting, writing, meeting new people, public speaking — all those things are extra avenues through which I bring more smiles to these people. So, if I have to put it in a single sentence: I draw energy from people.”
Personal Style
When asked why she often dons a bandana as part of her personal look, Vino explains that the bandana provides more than just a functional and aesthetic purpose.
“I speak about finding one’s personal style a lot, so I was introspecting and trying to find my own style. When I created a mood board for myself — who am I as a person? — I realised I’m someone who came from a small town and is now in fashion. I have an architecture background; I’m an artist as well, and I work with artisans and travel a lot. These are all integral to who I am. So, when I talk on camera or meet people, my frame is often only from the head to mid-level. Whatever I have to convey about myself has to be in this area.
I thought a bandana could summarize everything. The fabric, the organic cotton — it represents the weavers I stand for; the grounded feel of the fabric speaks about me. Wearing bandanas gives an artistic vibe. Plus, there’s a functional aspect to it; I travel a lot, I sweat a lot, and this keeps sweat off my face,’ she says.
Inspiration for Young Designers
Vino often attends public speaking events and was touched to receive the question: ‘How can I be like you?’ from a young student whose school she had spoken at in Dubai.
To any would-be fashion designer, she stresses the importance of a broad artistic education, encouraging immersion in various art forms beyond fashion.
“I strongly advise you to get immersed in the world of art. Don’t just follow fashion; fashion belongs to a bigger universe called art. There’s performing art, sculpture, murals, painting, architecture, theatre, music — everything comes under the universe of art. Literature, poetry — it’s all art, right? So, don’t just follow fashion.
Visit galleries, go for operas, watch musicals — immerse yourself in the world of art. When you apply for universities, they’ll want to see your portfolio, so slowly start to build it. If you see something new that attracts you, try to apply it to your portfolio and improve on it. Most importantly, never shy away from learning. There’s nothing wrong in not knowing things, and when you don’t know something, there’s nothing wrong in asking people about it. And be a kind human being.”
Designing for Men
The topic of designing for men, a question that has lingered in the air for some time came up in the podcast episode. Vino acknowledges the demand for menswear and hints at future plans.
“I think I should start designing unisex garments first and maybe slowly get into complete men's fashion maybe in 2025. I'll discuss this with the team and come up with the plan but because all you guys are putting a lot of pressure on me, I'll do that with lots of love and I'll do that soon- 2025,” she smiles.
Balancing Family and Work
Navigating the complexities of family life alongside a demanding career, Vino shares insights on how she strikes a balance.
“In our family, every project is a collective effort,” she explained. With her son now in university, she has embraced an increased workload, ensuring that her family understands and supports her mission. This collaborative spirit makes blending work and family life more manageable, allowing them to celebrate each other’s successes as a unit.
“When my son is around for holidays from his university, he joins our trips, and my husband is my photographer. All the pictures that you see on Instagram and the website of our brand, it's all shot by him. My son works as an assistant director to me while directing these shoots; sometimes he's even a motivational speaker. When I feel down, he's the one who comes and gives me the pep talk. For everything, we stand together as a family, and so managing work time and family time becomes easy because the borders are already blurred.”
Why is the Brand Expensive?
Addressing the often-asked question of pricing in sustainable fashion, Vino explains, “Sustainable and organic products carry a higher price tag because of the ethical practices involved.”
She highlighted the importance of fair trade, quality materials, and the labour conditions of artisans, reinforcing the value inherent in each garment.
Getting deeper into the crux of this million-dollar question, she pressed, “A few decades ago, there was nothing called "organic". Nothing was branded as organic, and nothing was expensive simply because it was branded as organic. But now, you can see that organic rice is more expensive than regular rice. Why? It's the same reason why sustainable fashion garments are more expensive — because they are organic from the fibre level. They are certified, and the workers operate under fair conditions, working only 8 hours a day, with their welfare being taken care of. We ensure fair trade, pay every tax, and strive to be more and more sustainable as the journey progresses. So, obviously, it'll be more expensive.”
Favourite Fashion Week
After being asked which Fashion Week has been her favourite to date, Vino couldn’t pick just one. She has been so personally connected to each runway show that selecting a favourite seems an impossible feat.
“Every single runway that I've showcased has a story behind it, which is very close to my heart so I cannot choose. Say, for example, the Shanghai Fashion Week runway was inspired by kites; flying kites was very close to everyone's childhood, and we all have a nostalgic attachment towards that. And the New York Fashion Week collection—the embroidery of it was done by the Little Flower School in Chennai. Buoyancy, the collection that I showcased in Brooklyn Fashion Week, was inspired by the Chennai floods; that said the story of the city, which made me who I am—that is also very close to my heart. And the latest one that I showcased at London Fashion Week was inspired by the ancient art form Therukoothu; we even performed Therukoothu on the runway—that is also very close to my heart. So, which one can I choose? You tell me! Every single runway that I showcase, I make sure it is meaningful, and I showcase a piece of my heart on the runway.”
Challenges of Sustainable Fashion
Sustainable fashion, Vino admits, is a challenging path.
“It’s not easy, but it’s my chosen path. Every single aspect of this business is tough — sourcing, finding the right suppliers, finding ethical manufacturers, and convincing customers to pay the price. Everything is tough. Did you know that while we sell garments, we also preach minimalism? When the world is rushing, we’re asking people to slow down and relax. This isn’t easy. It’s like swimming against the tide. But I would say it's like meditation — tough, but satisfying.”
Unique Challenges as a Woman Entrepreneur
A follower on social media said, “I follow your work on LinkedIn and like what you write there. I'd love to know the unique challenges you face as a woman entrepreneur?”
Vino offers a candid response: “From my personal experience (though it may not be the same for everyone): a man's business is often considered more serious than a woman’s. Women have to balance family responsibilities even amidst a busy schedule. For example, a man can decline a family gathering because he has a meeting, and people see him as “busy.” But if a woman declines a family gathering for a meeting, she’s often seen as rude. Balancing family and running a business is not easy. But you know what? When we set our priorities right, learn to say no to certain things, and develop a thick skin against comments, we can shield ourselves from the noise. We can stay focused and achieve wonders, whether we’re men or women. Learning to say no and shielding ourselves from external noise is key to success in any business.”
Market Presence
Vino notes that while her roots are deeply tied to India, her largest customer base now resides in Dubai, with expansion into Singapore on the horizon. She acknowledges the difficulty in convincing customers to choose sustainable fashion over luxury brands but remains optimistic about raising awareness. Regardless of location however, she points out that, “convincing the customer is the toughest part; that story remains constant. The same customer who doesn’t mind spending a lot of money on buying luxury brands hesitates when it comes to paying an extra penny for sustainable brands, paying an extra penny for the welfare of the artisans, for an ethical brand. But convincing them and making them understand and getting them to buy a sustainable brand is a tough job, so that remains constant throughout the world.”
Designing for Film Stars
When asked why she doesn’t design for film stars, Vino is resolute: “We are working towards a purpose. I don't believe in running behind stars just for the sake of becoming viral or going for paparazzi coverage. Personally, I am not for it. But if there is a star who understands our values, who wants to stand with us for the values that we stand for, for the people that we stand for, for the philosophy that we stand for, we will be more than happy to dress them up. But just again, for the sake of becoming famous, more popular—no.”
The True Stars of the Brand
Following on from the question of designing for red carpets and famous faces, Vino reiterates that the brand’s most important representatives are the day-to-day wearers of her garments.
“You are the stars of the brand,” she says. “I think a customer is really the star of the brand. And you know what brings me more excitement than seeing a star on a red carpet or on a runway wearing our garments? Spotting someone in the mall or the airport wearing our garments, wearing our brand—that brings super excitement. That is the star that I'm seeing that day. In a random place, seeing the real people wear the garments brings me great, great excitement.”
Looking Ahead
As she gazes toward the next decade, Vino envisions a future where sustainable fashion is understood and embraced by many.
“We are working to spread awareness about sustainable fashion, the welfare of people behind the brand, and support for grassroots artisans. If you ask me where the brand will be in another 10 years, I hope we’ll have gathered more smiles and hearts. What matters most isn’t how many people wear our garments, but how many understand what they’re wearing and what they’re standing for when they choose our brand. In another 10 years, I believe we will have achieved that.”
For a deeper dive into her insights, listeners can tune into the celebratory episode of the Via Vino Podcast, where Vino Supraja continues to share her passion and vision for a more sustainable fashion industry.
We’d love to hear your thoughts on this podcast with Vino. Do you have any questions you’d like Vino to answer in future? You can get in touch with us any time on social media or by email.
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