Lucie Kucharova | FOUNDER OF LUCIEE

l u • c i e e offers a range of quality and minimal products for the authentic urban woman. Established since 2019, the brand has set out to personally design and produce collections inspired by the urban environment, and the laid-back offerings of the Island of Gods, Bali.

l u • c i e e is a sustainable brand operating at the grassroots level, providing livelihoods to a small group of incredibly strong women, their families and communities. There is a story behind every carefully crafted garment that is made to last and be cherished forever.

With carefully designed collections inspired by a desire for good quality essentials for the simplified wardrobe, l u • c i e e sources the finest natural fabrics innovating from thread to finish. With a short supply chain, the brand strives to have as little environmental impact as possible, instead embracing simplicity and sustainability.

Describe yourself and your designs to us?

I am not a designer by trade and my path to launching l u • c i e e has been somewhat extraordinary.... I grew up in a communist country, I didn’t see excess or choice and I couldn’t seek the latest fashion. As a teenager I made my own clothes using fabrics available in one of the two stores in my city or up-cycled my mother's wardrobe - yes this concept is not new.

Fast forward many years, a fulfilling career in the Not For Profit sector that has allowed me to travel the world, moving countries and cities, I decided to move to the island of Gods. The natural beauty of the island, generosity and skill of the local people brought the vision to create a brand where my passion ignited again. I started to design and produce a capsule collection. Not because I have any ambition to make my mark in the fashion industry ..... simply because I care.

I selfishly care about the life I want to lead, I care about the connections I build, I care about our mother Earth , I care about the beautiful people that cross my path, and I care about the origin of what I eat, and what I wear. I strongly believe that life is the sum of all your experiences. It’s not a surprise that l u • c i e e was born at this point in time.

What is a stand out moment in shaping your brand?

I have called Bali my home for the past 3 years, and during this time I travelled the island extensively, getting access to natural materials and fabrics, during this time I also interacted with the incredible local people, who I admire for their strong values rooted in culture and history of their ancestors. The idea for the brand was an organic one, linking the bridges between the resources available, the creative vision and access to markets without the need to live in the city, using Internet, sustainable and ethical platforms, and market places.

What designs or creative work has you excited right now?

I am now in Europe with my first capsule collection of shirts, blouses, shirt dresses and jumpsuits – all made out of natural fibres that I personally source, minimising the environmental footprint. This short supply chain is representative of the values and philosophy of the brand. The collection is feminine, minimal, elegant, timeless and versatile. There are a couple of things that make me excited, one is to have women who care about the origin of their wardrobe appreciate and enjoy the collection, and two is the creative process of designing a few new pieces to compliment the core collection.

What excites you about the year ahead?

What excites me is the potential for collaboration, creating our online presence and growing our little family of conscious and mindful customers, shifting the paradigm of fast fashion.

What do you love to do most to relax?

If you asked me this question three years ago when I was living in a city, raising funds from the financial sector to provide better choices for adolescent youth around the world, I would probably answer that I recharge by going to a yoga class, hiking the Victoria Peak or other trails around Hong Kong, travelling to remote places in South East Asia. Today, I feel like the concept of recharging and relaxing doesn’t really apply to me. The reason is simple, I made choices as far as the work / life balance goes. I made sure I set the pace in such a way I don’t burn out. Living on an island and working on a brand has been a real blessing and every day pleasure.

What advice do you have for emerging designers?

This depends on the vision of each designer, but what I would advise is to stick to your guns, and be sure that you are not influenced by the norms of the industry, use the resources available to you, be creative in connecting with your potential customers, and mostly enjoy the journey of discovery and creation.