Today we’d like to introduce you to Rey Abadi.
Thanks for sharing your story with us Rey. So, let’s start at the beginning and we can move on from there.
I started with a complete analysis by an extensive desk research and by interviewing a lot of women. I analyzed that women only need eight pairs of shoes, where the design is timeless, durable and can be used in countless combinations. This created the 8 essential pairs that a woman needs in their wardrobe. The pump, The brogue, The Wedge, The boot, The Stiletto, The Flat, The sandal and The Joker. The styles will remain the same every season but will vary in the design, type of leather, material, color, heel height and other alterations due to seasonal trends.
It has been a strategic choice in terms of producing shoes in Italy including the use of exclusively Italian materials, for example, stamped ” VERO CUIO ” is important. Including the choice of manufacturers who are certified by ICEC.
ICEC is the only Certification Institute in Europe and worldwide, which is specific for the leather sector. ICEC is accredited by ACCREDIA to issue certifications.
The ReyRey materials, manufactures and supplier are all certified.
Vero Cuio identifying genuine leather from Italy, Eco Pelle in ecological leather and working with vegetable tanning, which is the most accurate method and not using harmful chemicals. It is an ancient craftsmanship process.
ICEC (T) which helps transparency in relation to the supply chain, including knowledge of the countries from which the raw materials (leather), slaughter and farming originated.
Also manufactures and supplier are all certified.
Certifications from ICEC within the three categories provided from:
Ethics and social sustainability
Product and economic sustainability
In general, I have a big interest in all areas and subjects regarding sustainability. One can not exclude the other and it is, therefore, important to focus on all aspects of being sustainable.
However, I am particularly passionate about the ethical and social issues including the human aspects of health and safety, so it is a must that the factory employees are protected, that are no minors in work etc., etc.
This is also one of the reasons that I’m not producing in the East. In Italy, I visit the factories on regular basis and see all aspect of the producing process, talk with employees and in that way can ensure all conditions are acceptable.
At the same time, I focused on that the shoes are produced from an approach with the least possible impact on the environment and animal welfare. My collections are for example not be the fault of contaminated soil and drinking water or to kill some animals, so I can get leather to produce shoes. That is precisely why it is important to cooperate with factories and producers who are working from the same set of values and have the same culture and WHY ReyRey aims to comply.
ReyRey not only a new shoe brand – it is a movement/manifesto that want to go against consumerism, massive shopping and buying on trend, so it is built on the concept Capsule Wardrobe. Including a strategic business model in terms of sustainability / sustainability and sustainable fashion, as ReyRey is steeped. Throughout all phases and processes by building a ReyRey shoes are thought sustainably. This is not only applicable to the use of materials which have been used only sustainable materials from producers who are certified, but also on the efficiency of production and workflow and value chain optimization with minimum wastage. With a sustainable business model, this takes into account all essential aspects of sustainability, including environmental, social and economic variables, all of which are part of the business model. The idea behind the analysis has also been thinking about sustainable and longtermed- quality over quantity and thereby go against the general overuse.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
No, there is always ups and downs. And when you dont start to be Gucci, Prada, Louboutin for the forst day there is a lot of things that need to be in order and a lot of hard work to move ahead.
The most important thing is to know your “why” – Why are we doing this – for who – for what and keep the focus on that along the way. You need to have a leading star – a vision and a mission.
Being a big part of the global agenda for sustainability in the fashion industry whilst growing internationally as the sustainable choice in the luxury/upmarket area.
what should we know about ReyRey? What do you guys do best? What sets you apart from the competition?
I started ReyRey in Milan during my shoe design education. At the time, I was 8 months pregnant with my first baby when I left Milan. I had to hide my pregnant belly otherwise I could ‘nt fly home.
The decision of shifting my career was difficult but I thought its was no or never. I have never regretted the decision and very happy that my husband supported me to go ahead and make may passion and dream into a business and lifework.
Things you didn’t know: 34 year old. Master in Arts, Culture and Communication and a MBA in leadership combined with great passion and knowledge of fashion, lifestyle, trends and consumption habits.
2014 – published The Green Wave concerning identity and lifestyle with a focus on consumer habits, ecology, branding and storytelling.
ReyRey is a completely sustainable brand – all from concept, to business and product materials and development also the social factors for the factory employees.
Its important to as a consumer to know what you are buying into. The brandstory here is essential.
Who do you look up to? How have they inspired you?
Strong confident woman who are risky in business but also men. Im motivated by other peoples succes – then I aim higher.
Daniel Wellingtons story is great and turned into a multimillion dollar business.
Manolo Blahniks story is wonderful – corky, eccentric fashionlover turned into a legend.
Negin Mirsalehi – a great businesswoman disguised in beauty! 🙂
- Prices from 300 $ and up.
- Address: Sankt Peders Stræde 39, stuen 1453 Copenhagen K
- Website: www.reyreyofficial.com
- Phone: +45 26858447
- Email: firstname.lastname@example.org
- Instagram: reyrey_official
- Facebook: @reyreyofficial
Elle Danmark, Alt for Damerne, Copenhagen Fashion Week show