Carolina Guedes Cruz on blending her two passions: fashion and wildlife conservation

“I honestly love what I do. And since it is my business, I am totally free to work according to my values and beliefs; to follow my dreams and to grow how I think makes sense; to follow the paths that are right for me,” says Carolina Guedes Cruz, who launched her own brand after 10 years of thinking and preparation. During that time she was able to gather experiences in luxury brands like Gucci and Alfred Dunhill, while she also worked in communications, management and PR and obtained her MBA to understand how business works. Her core value, however, is sustainability. 

“I love being able to take action and give back to the planet, in so many ways,” she says. “It’s so satisfying to come up with an idea; work through it and see it actually happening: the beauty of recycling textile waste from production into handmade paper; the pleasure in supporting skilled artisans, by nurturing and developing their amazing traditional weaving and dyeing techniques.” 

I always loved sleepwear and loungewear – and on every trip I managed to bring back some item of each. I worked frantically for many years in the luxury fashion industry, but kept needing to go back to Africa;  I felt as if, only there, could I breathe properly. My life with the animals, and working with NGOs on different conservation projects, just made so much sense to me.

And so I decided to launch a loungewear brand, where I could apply all I’d learnt over the years, but adding my passion for Africa, giving back to a cause that touches me so deeply - wildlife conservation and protecting endangered species.  

The first time I went to Africa, with some friends on a holiday, I was still a student in New York. And I simply fell in love with the bush – a real case of "coup de foudre". Later, I returned on a safari trip and I just knew I had to go back - soon. I returned to Africa with my family - once again on a photo safari and realized that I wanted to return, not just to visit, but to actually work there, in some way related to wildlife conservation. Since then, for the past 20 years, I go back every year, volunteering for different wildlife conservation projects.

Yes, I can think of two unforgettable memories right now. First is riding elephants in Zimbabwe for hours and hours when teaching them how to be aware of poachers. These massive animals are amazingly gentle and sensitive. And they have so much to teach us: the sweetest gestures, their caring for each other or the way they never forget you. 

Then on my first wildlife conservation project I accidentally started to babysit an orphan baboon. I had to care for him and feed him every day. I created such a close relationship with him, that he slept in my bed for a month. I was so excited that I could not sleep but I still had to function and do all the hard jobs like removing wire fences or walking with the cheetahs. I was so sleepless that I felt like a zombie but if I could, I would do it all over again.

Africa is where my mission lies; my heart, my passion for wildlife and the Bush. But India is incredibly rich in fabrics and centuries old craftsmanship. It really is the perfect artistic playground. In India, my imagination soars and I am literally swept up by the stunning colours, the fascinating people, the vast paintings and murals and the traditional weaving and dyeing techniques. I live there for 3 months every year.

Not really. KLEED is a brand that resonates with any woman, of any nationality. However, there’s no denying that the Portuguese were the first global citizens of the world, with their discoveries and travels to Africa, to India, to the Far East and to Brazil. I suppose I am like every other Portuguese – I have the soul of an explorer.

I was never really afraid. I always believed I would succeed. Yes, the world has changed and yes, perhaps fast fashion is here to stay. But, at the same time, the other half of the world is changing so much in its own way of life: searching for the slow life, taking up healthier eating habits and opting for a truly sustainable lifestyle.

The only fear I have is that we are destroying our Planet. We have no option but to take responsibility, move quickly and change our lifestyle. The younger generations will, hopefully, live differently – perhaps inspired by our new attitude.

Sustainable fashion means production processes that leave little or no carbon footprint. But also a production process that respects the workforce and gives each person room to grow; access to tools and knowledge; and the means to live a better life. Sustainable fashion is also about passing on the knowledge and belief in planet friendly strategies and actions, to the next generation – of artisans, designers and consumers.

I want to start my own NGO, to provide Indian girls and women with training and skills in arts such as stitching and embroidering. But apart from that, I want them to understand and learn the importance of giving back to the Planet – by recycling, repurposing and in so many other ways.