Mission Possible

A dream that formulated into a clothing label is creating a buzz for all right reasons. And all animals are loved in the process.

- Mitali Goyal

A blend of sheer hard work and passion, a combination of fashion with sustainability, and a series of stories, led to the birth of brand Kleed. The label not only carries a story behind it, but is also created with a soul and a purpose. Brainchild of Carolina Guedes Cruz, this sustainable loungewear brand celebrates her love for wildlife, indigenous textiles and travel. She tells us how as a child, she often visited Africa with her mother. Today, as an adult, she has imbibed the colours she witnessed, the aromas she inhaled, and the breathtaking sight of animals in the Savannah into her label.

Since the very beginning, as the thought struck her, it was certain where she was headed. “I have always had two ruling passions in my life—Africa and fashion. However, in order for both these worlds to meet, my brand needed to contribute to a cause that made sense to me. I found my calling in the Rhino Conservation initiative,” Carolina says.

Sustainability has always been part of what defines her brand, and not just as a marketing ploy. “The world is changing, fashion is changing and we are responsible for preserving this planet. It is the only one we have and is fast running out of natural resources,” she adds.