How asking “the dumbest questions” helped Twoobs’ founders build a sustainable brand

Fashion with an environmental/social conscience?

For a long time, it seemed like this was the ultimate oxymoron. But in recent years, we’ve seen a greater number of progressive entrepreneurs (especially women) flip the script entirely.

Take Stef and Jess Dadon, co-founders of the viral footwear brand, Twoobs. Fed up with the fast fashion industry in 2016 (and their persistently blistered feet), the sisters joined forces to launch a brand that could tick all the shoe lovers’ boxes: sustainable, fashionable, affordable and comfortable.

This clear objective kept the sisters focused as they sourced materials with the environment in mind. “This included recycled materials like lycra made from recycled plastics and natural materials like sugarcane which is also carbon-absorbing” they explain.

But their environmental resolve wasn’t just in the products but in their entire brand ethos. Through Twoobs, the pair actively encourage their loyal customer base to shop mindfully even if this means they miss out on a sale. Building awareness amongst Australians about fast fashion and how much ends up in landfill is key, with a “buy only what you need” outlook bedded deep into brand messaging.

But surely encouraging people not to buy things while you’re a product-based business is, if not a paradox, then at least hugely challenging?

For the Dadon sisters, the answer is simple: “Our brand’s mission is to create a better future for the planet and have fun while doing it. We see our brand as this club of people who want to join us on our mission, and our shoes are kind of like the badge you get when you join the club” they share.

Head to the brand’s socials and you’ll see that the Twoobs lovers club is thriving. Women post testimonials of their experience wearing Twoobs with hundreds rating the comfort of the shoes as highly as the aesthetic. As a new Twoobs convert, I can attest to both.

And it seems like the sky’s the limit for Stef and Jess Dadon as they look to expand into the US “so LA and NY can expect to see a lot more Twoobs around!” they promise.

With their flagship store in Byron Bay already heaving, the pair are also set on growing their national footprint as well as “rolling out further footwear styles”.

As for their advice for other aspiring female entrepreneurs looking to take the leap into sustainable business?

“Do it!” they say.

While it can be hard to know where to start, it’s best not to focus on a “grand plan”.

“It took us taking the first step to work out where the second one should go, and the second led to the third, and so on. Our business is constantly evolving and changing as we do, as the industry does, and as the world does, so the best thing you can do is dive in and start, ask all the dumbest questions, and be open to learning and finding where you’re truly needed.”

This article was first published by Women’s Agenda.