The founder of Joseph & Alexander brand, Alana Sorokin, works tremendously towards building a sustainable world, with her recycled plastic swimwear collection.
Women Fitness President, Namita Nayyar, joins her to know more about her brand, its mission and how is reflects a part of her.
Namita Nayyar:
Being the founder of Joseph & Alexander brand, share with us your journey in the field of the fashion industry? Personal experience you would like to share?
Alana Sorokin:
The fashion industry is fast paced and every day I learn something new. From personal experience research is key. I was actually 6 months delayed in launching J&A due to research and finding the right partners to align the business with. We are sustainable fashion and although eco fashion is still fairly new it’s such an exciting time to be a part of this journey and growth.
Namita Nayyar:
The brand provides recycled plastic swimwear. What motivated you to create it? How can women contribute to prevent health hazards caused by plastic?
Alana Sorokin:
A lot of factors – having grown up by the beach I have always had a connection to the ocean, I watched the eye opening Netflix documentary A Plastic Ocean which was the catalyst for the way I thought about plastic. It was a natural decision to source plastic fabric for our swimwear –but more importantly what a great conversation starter for parents to educate their children when wearing our swimwear.
Full Interview Continued On Next Page
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Namita Nayyar:
A day in your hectic routine?
Alana Sorokin:
I have around 5 hours sleep and I’m naturally awake by 5am. Shamefully the first thing I do is check my phone and social media. I like waking up early its my moment of calm and coffee. My children are usually awake by 7 – 7.30 and then the madness starts from breakfast to school run. When I’m back at the desk depending on what month and what we have on, its usually emails, social media, conversations with potential new stores to discussions for the new collection, marketing campaigns etc. We are currently in the middle of our trade shows (we just completed Pitti and Playtime Paris) so now the focus is on the US market – we are making our first debut on the runway at Miami Swim Week so this is keeping me well busy!
Namita Nayyar:
Unfold the exercises that comprise your fitness regime on a daily basis?
Alana Sorokin:
I walk every day without fail – this is my time for reflection and to gather my thoughts on how the day went and what I need to achieve tomorrow. When I’m travelling (at the moment that is frequent) I make a point to walk to meetings (within a reasonable distance) rather than use public transport or taxis. Great way to explore the city (and be sustainable) while combining exercise. At the weekends I attend a yoga class which not only keeps me healthy but destress and calms me.
Namita Nayyar:
Healthy eating and nutrition go hand in hand with exercise. What would be your advice to friends in order to stay healthy and physically fit? Enlist your 5 favorite breakfast picks?
Alana Sorokin:
I am a huge vegetable fan sounds boring but its not – you will be shocked at the yummy recipes you can find online. I rarely eat meat – I’m a blood type A so follow the “eat right for your blood type” its not a diet regime so to speak but since following this I have this sudden burst of energy and overall feel fantastic.
- I am obsessed with any green vegetable! I always have my go to green goddess (I mix it up now and either add a little turmeric or ginger)
- Egg white omelette with spinach, kale, onions and chilli with a squeeze of lemon! I sometimes, very rarely, add smoked salmon on the side.
- Soaked oats with blueberries
- Mango and coconut chia pudding (such a treat)
- Sugar free granola
Namita Nayyar:
With a glowing skin and beautiful hair – Share with us your skincare and hair care tips?
Alana Sorokin:
I live in the tropics so wearing make-up does not work which has helped my skin a lot – I have been using rose hip oil on my face for years and it really does make your skin feel so refreshed in the morning. I make a conscious habit to always wash and clean my face in the morning and before I sleep. Once I week at home I use a coffee scrub which is just glorious and makes me always feel so refreshed. For hair I use organic chemical free products.
Namita Nayyar:
Being the proud founder of recycled swimwear, what are your top 5 tips to choose a swimwear?
Alana Sorokin:
- Fit of the piece
- Cutting and style
- Design print
- Colours usage
- Feel of the fabric
Namita Nayyar:
With cut-throat competition in the fashion industry, one has to work really hard to shine in the crowd. 5 Best tips for a new brand entering this industry.
Alana Sorokin:
- Use social media work at it! It does help.
- Create awareness around your brand – contact influceners, editors, don’t hold back
- Blow your own trumpet – don’t be afraid share your news
- Any connection you meet always make a point to email be it a nice to meet, thank you for the coffee, etc.
- Small one but gift those that help you and be helpful – I recently shot our SS20 campaign and the marketing lady at the resort we shot at went above and beyond her duty – I felt the need to thank her with a small gift – she was blown away. Secondly at a recent trade show I met another new brand and gave her my contact list of buyers – I believe if you do good, good things come back.
Namita Nayyar:
Alana, share with us your favorite picks from the latest kids collection for Summer/Spring ’19?
Alana Sorokin:
Oh gosh all the pieces are different and that’s what I love every piece is the collection is truly different from cutting and design. I’m super excited about our muma and me range and our recent collaboration with Emirates, you should take a look at our limited edition Emirates piece.
Namita Nayyar:
Women Fitness works relentlessly with a goal to reach out to women all over the world providing them with best in health, fitness, nutrition, beauty & fashion. What do you wish to say about the website (Womenfitness.net) and message for our readers?
Alana Sorokin:
This is such a great over all platform for women to take the time to read and learn more about fitness and fashion as a whole. Take time out of your day to nurture yourself and reconnect. Womenfitness is such a great tool for any women from every walk of life.
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All content on this site is copyright of Women Fitness and no part of any article found on this site may be reproduced without an express permission and highlighted, do follow link crediting http:// www.womenfitness.net/ or preferably the original page as the source. This interview is exclusive and taken by Namita Nayyar President womenfitness.net and should not be reproduced, copied or hosted in part or full anywhere without an express permission.
All Written Content Copyright © 2018 Women Fitness