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Haus Label founder Karina Trofimova took her extensive experience helping brands create a unique identity as a creative consultant to launching her own line with all she had learned. The result is a precise, thoughtful collection of athletic wear that effortlessly translates into chic everyday basics. We chatted with Karina about launching the label, cool collaborations, and what's next for the brand. Take a look, below.
Tell us about Haus Label.
Karina: Since I started my brand development agency in 2018, I knew that one day I'd like to have a brand of my own, but nothing felt right or necessary. Then one day, as I was meeting my friend for a bike ride and cocktails, she commented on my outfit saying how comfortable, yet chic it was. That's when I realized that a clothing brand was something I'd like to put out in the world. Something that can be worn in various life circumstances and reworn in many different ways without sacrificing the look. Covid definitely helped me propel the idea, and HAUS LABEL was launched June 2022.
How has your experience running an agency contributed to the label?
Besides understanding the logistics of developing a brand, one of the main things I've learned is that a brand has to have a story. There really needs to be a reason for a brand to exist. This is why it took me a while to start this project, but once I felt solid about the reasoning behind it, everything started to flow.
In what ways do you incorporate sustainability and ethical production practices into your brand?
I'm very excited to share that the brand is produced in Latvia, my home country. I visited the factory multiple times and know that everyone working there is treated with dignity and fairness. Our fabrics are sourced from Italy where they're produced by a company that focuses on creating textiles from recycled ocean plastics.
How did the collaboration with Gilly come about? What is your goal with this collaboration?
I want HAUS LABEL to be more than just a clothing brand. We are not releasing new collections four times a year. Instead, it's a core collection that explores a relationship between clothing, its wearer, and the culture around that. We are based in NYC and surrounded by amazing creatives whose stories we want to tell. Gilly is a beautiful soul, inside and out, so I wanted to tell her story as a creative, DJ, and model. We had a launch party for the collaboration that Gilly DJ'ed, and it was an amazing opportunity to build a community.
What’s next for Haus Label?
Yes, we definitely want to continue telling people's stories, expand on our own story, and host more events. Community is very important to us. Our range will only be expanded when we feel there is a definite need for a new style—I'm thinking something fun for fall!
