THEIA’s Year of Impact: From Inclusivity Milestones to Sustainable Fashion Leadership

This year has been a journey of growth, challenges, and achievements for THEIA, a brand dedicated to inclusivity, sustainability, and community. As we sit down with Kayla, the driving force behind THEIA, she reflects on the milestones, the learning moments, and the vision that continues to guide the brand. From industry events to an expanded focus on mid and plus-size creators, THEIA is paving the way in sustainable fashion with a strong sense of purpose.

Reflecting on the past year, what milestones has THEIA BRAND achieved since our last conversation?

What a year it has been. Ups and downs as with any business but here are the key milestones - THEIA was involved in the National Social Media Awards where we sponsored the Content Creator of the Year category. That was a super cool experience being in a room full of creators and celebrities. Remember "It's Chico Time" from X Factor? I met him! Another great milestone is we started working with more mid-plus size creators to showcase the incredible women who are in the THEIA community. Everyone deserves to be celebrated and I'm glad that THEIA is able to host the party.

How has your approach to inclusivity evolved over the past 12 months, and what new initiatives have you introduced to enhance it?

Fantastic question that follows on from my previous answer! As a mid-size woman myself, I decided to enter online community spaces such as the Plus Size Girls UK group on Facebook to hear from the girlies themselves in terms of what the industry is lacking, what do they need, what are they looking for, what is important to them etc. There is no better consumer research than hearing from the target consumers themselves. Using these community spaces has been a fantastic way to not only hear, but listen to what is missing which gives THEIA a path to create solutions. A safe space full of like-minded women + Fashion? YES please.

In the past year, have you made any changes to your sustainability practices or expanded your efforts in this area?

So NoIssue is my favourite place for sustainable postage and packing materials - initially, we used compostable mailers. Big fan, I think in principle they're great but they are not the strongest which then defeats the purpose of being able to reuse and reduce waste. Instead, we have moved onto cardboard shipping boxes which are not only compostable but they made with recycled, FSC-certified paper and are also recyclable after use as an alternative to composting which supports the wider picture and consumer. 

What have been the biggest challenges you faced this year as a sustainable fashion brand, and how did you overcome them?

Quantities, Quantities, Quantities - Too much of this, too little of that. It is a nightmare. As the brand is still very young, I haven't quite gotten to the stage of being able to gauge stock levels as it changes every launch but I'm confident we'll get there. I'm still trying to not let the excitement of samples sway me to over-doing it but one of our missions is to find balance between slow fashion and fast fashion. I want to release great products at a great pace, rather than slugging around or tripping from speed.

Can you share any insights into how your customer base has grown or changed over the past 12 months?

Social media can do crazy things. Our website visitors are from all over the world with surprisingly more visitors from the US than any other place in the world which is super strange considering we're UK based but hey, if they like it, I LOVE it! Returning customers are the bread and butter of THEIA at the moment, we're really fortunate to still have our day ones purchasing, supporting and following our journey whilst still holding space for new customers too!

Over the last year, how has THEIA BRAND managed to balance the demand for limited-edition pieces with sustainable production practices?

Limited Edition pieces can be difficult. With Limited Edition pieces, there is a limited number of stock that I'll have developed for the launch. To support with launches, I use sign up lists to understand the potential stock amount but it's never completely accurate so I really have to go with my gut. As time goes on, this will hopefully get a little easier. Where I still have stock left from the Limited Edition launch, I put these into a seasonal sale at a discounted rate to ensure I am clearing the stock before topping up on new products or core stock. 

Have there been any unexpected trends or customer preferences that emerged in the past year, and how has THEIA BRAND responded to them?

Newness is difficult. My customer base LOVES the THEIA BASE sweatsets and are loyal fans of it. That's all I get asked about. So where we brought out tees last year, the performance was very different from when I launched the sets. It's all about trial and error. Over time, I'll be able to understand exactly what my customer wants and needs from THEIA so I can ensure I am making decisions that support my customers and my brand. As long as you're learning, nothing is a mistake. 

In terms of community building, what steps has THEIA BRAND taken to deepen engagement with "THEIA Babes," and what impact has this had?

In order to really speak to the THEIA babes, I had to understand exactly who they were. As people, we have layers - who we are at our core, who we want to be, who we are around our friends and family, who we are around our coworkers and so on. I had to take a deep dive, which is a continuous journey as I get older and so does my target audience, and get really specific on who she is. I'm learning about myself everyday so being true and authentic to myself and my brand is the only way I can continue to build this community.  

Looking back, were there any strategies or approaches you initially planned that had to be adjusted or rethought? What did you learn from these experiences?

Honestly? EVERYTHING. You can read every business book, watch every YouTube video, listen to every podcast but nothing can prepare you for owning a business. I had to forget everything I thought I knew because in reality, I know nothing. I think this is a healthy way of looking at business though - it allows optimism, open-mindedness, freedom and clear energy. You learn to adapt to what your business actually needs, rather than what you THINK your business needs. You just have to listen.

Can you discuss any new product lines or collections that you are looking to introduce in the next 12 months?

I have so many ideas, my head will explode. The THEIA customer learns more so to the A/W season than the S/S season so naturally, I'll be focusing on products that are weather appropriate to accommodate the realities of the cold UK. Think effortless comfort and street-style - THEIA's main pillars. (P.S. A little bit of fleece never hurt anyone, right?)

What role have social media and digital platforms played in THEIA BRAND’s growth this year, and how have you adapted your strategy in this space?

Social Media is not my favourite thing. I love to look at it in terms of inspiration and catching up with friends but I'm not chronically online. I'm still learning to get out of my comfort zone regarding socials. If you look at any other brand or successful creator, what is their icing on the cake? They show up visibly for their business. That's the inevitable route for me. As much as I complain about Social Media, the analytics don't lie. I get a couple thousand impressions from a single post on Instagram where I post sporadically. Imagine if I actually posted consistently..

As you look ahead to the next 12 months, what are your key priorities and goals for THEIA BRAND, and how do you plan to achieve them?

Discipline. Consistency. Faith. Those are the three keywords for THEIA. If I can balance that trio, THEIA will do incredible things. I'm still in the planning phase but let's just say: 2025..I'm coming for you!

In this conversation, Kayla shares how THEIA has embraced the year with both triumphs and lessons learned, from sponsoring the National Social Media Awards to refining stock and sustainability practices. Through a deep commitment to listening to its audience, THEIA continues to evolve, becoming a celebrated brand that connects with its community authentically. Shop and discover more about THEIA’s journey at theiabrand.com.