June 14, 2021 3 min read

We talk to Yulia and Maria, the dynamic duo between cult brand, Conscious Citizen. Their conscious, luxury and oh-so-chic pieces have us swooning over their whole collection and what we love most - the amazingly accessible price point!. Yulia and Maria talk about how they started, their inspirations and favourite pieces.
Tell us how Conscious Citizen started?
Conscious Citizen started because a new friendship was born during 2020. We instantly connected over instagram, chatting for days, which led to lots of oat lattes, workouts, and conversations on sustainability and fashion, and finally leading to Yulia having a vivid dream about creating a brand and the Universe aligning all of our circumstances to making it happen. We both are very passionate about having a positive impact on the world and followed our intuitions to create a brand that holds true to its values while promoting efficacious awareness.

What three words would you use to describe your brand?
Conscious. Clean. New Classic .

Where do you get your inspiration from for your pieces?
We see the direction the demand for RTW is going. We want to create high quality pieces that our customers want to wear for years to come and have longevity in their wardrobes, keeping in mind the circularity of each item.
We look at the current world and the modern lifestyle and create pieces to fit that for everyone, including ourselves, and marry this with timeless styles.

What does an average day look like for you?
An average day right now can be so varied. In the morning we might be in a design meeting or going through stock, then packing orders, shipping orders, running our instagram, doing marketing reach or taking meetings. All of this while balancing jobs and families. Right now it’s just the two of us, we
dedicate a lot of our early mornings, late evenings and weekends to Conscious Citizen.

What is your favourite piece/collection?
Maria: This is a hard question, but I would say the Citizen Joggers. I love that we have 2 leg lengths to accommodate all heights, the fit around the waist keeps it feminine for a woman, however, a man can wear them slightly lower with the same amount of comfort. You can style them with anything and still feel confident, cool, and most importantly comfortable.
Yulia: My favourite piece of the collection is the Citizen sweatshirt but in XL. It’s incredibly comfortable and versatile, I wear it with everything to everything. There are so many different ways to style it up or keep it casual.

What is most important to you when creating new pieces?
The most important thing for us is how the item makes a person feel. We want our customers to feel good wearing our pieces, giving them that extra piece of positivity and confidence for the day. To create this, fit, quality, longevity, and the ability to be versatile are all factors that play a key role in creation.

What has been the high moments for your brand?
We’ve had so many high moments. Our first order, our second order and every order since then.Seeing our customers and influencers we work with wear their pieces day in and day out, and feedback to us how much they love them. Our first feature. Being picked up by multi retailers in such young stages of our brand and being acknowledged by our loved ones.

We are forever grateful by all the support we received and it continues to be a high for us. Everyday excites us more and more, and this is only the beginning.
Shop the Conscious Citizen collection here.

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