By The Parcha brand was founded in 2017 in Baku, Azerbaijan, built on a deep personal concept. Its name is derived from the word “parça,” meaning “a piece of me,” reflecting the idea that people should feel like a part of the brand when wearing it. The primary goal has been to create sustainable and unique designs while preserving individuality. For the brand, fashion is not just about selling clothes; it is about telling a story and expressing values.
1. How did the idea for the Parcha brand come about?
I founded Parcha in 2017, and there is a deep personal concept behind it. The brand’s name comes from the word “parça” (meaning “piece” in Azerbaijani) and symbolizes “a part of me.” I wanted people to feel like they were a part of the brand when wearing it. My main goal was to create sustainable and unique designs while preserving individual style. For me, fashion is not just about selling clothes; it is about storytelling and expressing values.
2. What principles do you follow in your designs?
Our design principles are based on sustainability, a unique approach, and bringing out a person’s character. We balance minimalism with avant-garde style to create modern and functional designs. In every collection, we strive to combine visual aesthetics with practicality so that our garments are both comfortable and distinctive.
3. Which Parcha collection is your favorite and why?
Every collection is special to me, but the one I designed for Eurovision holds particular significance. Additionally, our upcycled clothing collections are valuable to me because they align with the principles of sustainable fashion, giving new life to every garment.
4. What is the main mission and vision of your brand?
Parcha’s main mission is to offer people sustainable clothing. For us, fashion is not just about clothes—it is a form of expression. Our vision is to elevate Azerbaijani fashion to an international level and present our cultural values in a modern way.
5. What materials do you use, and why do you choose them?
We primarily use natural and sustainable materials. Organic cotton, linen, recycled fabrics, and high-quality vintage textiles are our priorities. This choice is both environmentally friendly and ensures the longevity of our clothing.
6. How would you describe the design process at Parcha Studio?
Everything starts with an idea. The inspiration process varies—sometimes it emerges from focusing on a specific theme, and other times, it comes unexpectedly, and we adapt it to the collection. We then create sketches and select materials. I prefer choosing fabrics by touch, as texture is crucial to me. Next, we proceed with production, carefully considering every detail to ensure both aesthetics and functionality.
7. What kind of feedback do you most often receive from your customers?
Our customers emphasize how special they feel in our designs. They frequently mention the quality and comfort of Parcha’s clothing. First-time buyers often return after experiencing the quality firsthand.
8. How do you ensure your clothing meets modern fashion demands?
We constantly follow international fashion weeks, industry innovations, and analyze customer needs. We also observe social media and street style to understand real consumer demands. While we keep an eye on trends, our main goal is to maintain our unique style and set our own trends.
9. What makes your brand different from other fashion brands?
Our uniqueness is best described by our customers, as we focus more on evolving beyond our past versions rather than comparing ourselves to others. We don’t just offer clothing—we present an ideology and a form of art.
10. How do you approach innovation, and what new technologies do you incorporate into your designs?
Currently, we are not using new technologies in our designs, but we are exploring the power of artificial intelligence in our social media strategy. We are in the learning phase.
11. Do you plan to participate in social responsibility projects?
Yes, this is very important to us. We support women-led initiatives and participate in projects that promote inclusivity in the fashion industry.
12. Do you have plans to enter the international market?
Yes, this is one of our key goals, and we are progressing toward it step by step.
Additional Question – What advice would you give people when buying clothes?
Instead of chasing trends and purchasing clothes that do not suit your body or personality, I recommend understanding your own style and needs. Fashion is not just about following societal dictates; it is about self-expression and comfort. By choosing high-quality, long-lasting pieces, you can develop your personal style while also contributing to a more sustainable approach to fashion. I call this mindful shopping.
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