Meet Sintija Avotniece, Founder of Tales of Anyday

How did your journey in the fashion industry begin?

My journey started with a love and appreciation of aesthetically appealing things. I guess you could pinpoint it to when I did an internship at a fashion communication agency. It was great fun but somehow also felt a bit empty. So I had a conflict – a part of me loved the beautiful clothes and dressing up and the other part was longing for something more. And from there I arrived at sustainable fashion which, for me, is far more about style than fashion. It’s about creating beautiful things but not tossing them away as seasons and trends change. Creating products with sustainability in mind is an invitation (and a strong reminder) to champion high-quality materials, respect for humans and a desire to protect our planet but in a way that doesn’t compromise style.

What’s your biggest business accomplishment so far?

It’s hard to identify one thing. Perhaps simply the fact that I dared to get out there on my own and follow my dreams. It has been the best decision I’ve ever made.

What’s the most interesting thing you’ve learned in your work?

Running an independent label teaches me something new all the time. It has been a journey of self-discovery and personal development alongside running a business. You have to face your own demons and embrace the many challenges that confront you along the way. I feel like through my work, I have become stronger and braver, but also calmer.

In your personal life, what do you do to be more eco-responsible?

I buy secondhand clothes, furniture, home decorations, etc. If I buy something new, I try to really consider if it’s the right thing and if I will use it and/or keep it long enough to warrant the purchase. Other efforts include recycling, biking as a means of transportation, a vegetarian diet and in general, a constant awareness of my impact. There are so many big and small things that we can (and should) do, and I am by no means perfect, but I really try to recognise the areas in which I can improve and always be open to adopting more sustainable practices.

What are your go-to sustainable brands?

Lately, I have fallen for products from The Knotty Ones and Skall Studio.

If you could share any advice to someone looking to adopt a more sustainable lifestyle?

Start step-by-step and keep on adding new habits to transform your everyday way of operating into something more sustainable. If it becomes hard, go for a walk in nature as a reminder that our planet needs to be cared for, or alternatively, reflect on the unimaginable conditions some people are working under to create quick and cheap products for the Western world.

We earn a commission for products purchased through some links in this article.