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How it All Started?

I K-S

Posted on April 04 2017

KiRiVOO founder Ines Karu-Salo was recently interviewed for the Estonian magazine "Kroonika" where she revealed why she started the clothing label. The summarized story can be read below. 

Photgrapher: Kristjan Lepp
Location: Hilton Tallinn Park Hotel
Style: KV Oder Shirt, KV Kaer shirt, Brooks Brothers, Tallinna Kaubamaja
Stylist: Gerly Tinn
Hair and make-up: Tiina Leesik

Ines Karu-Salo: "It was 2012 and I had moved to London to take part in the London College of Fashion´s Fashion Design & Merchandising Summer School. I was also writing my Master´s thesis and working full time for Mothercare Baltics and part time for InesDance at that time. My life was incredibly busy and stressful for quite a long time, so, I faced depression and pneumonia for the first time in my life. I thank my loving husband for helping me get through that hard period. I was not able to find my peace and not satisfied with my life in one of the most exciting city in the world until I decided to make a change, take a break and find more time for myself. That was the breaking point it my life that pushed me to discover better ways of living. I started to care a lot more about myself and what I ate, drunk, what kind of cosmetics I put on my skin, and what kind of clothing I wore. Many people do not know that some textile products can contain harmful chemical residues (allergenic, carcinogenic, toxic substances) that can be inhaled or absorbed through the skin and may cause allergies, skin rashes or respiratory problems. I did my research and understood that I wish to help to reduce the impact of clothing and help the sustainable lifestyle to become the norm, not be an exception. That´s also why I did started KiRiVOO in the first place." 

Ines also writes a blog called the Heartwarming Choice. It´s about sustainable lifestyle, responsible business, doing things in the right way and better. 

Press Coverage in Estonian: