When Misha Paul decided to quit her decade-long corporate job to start her own slow, sustainable fashion label, Love Again, she knew she was in for a challenging journey. In a world dominated by fast fashion and a consumer culture that values quantity over quality, Misha was determined to make a difference. Her mission was not only to create beautiful, unique clothes that were kind to the environment but also to educate people on the importance of sustainable living.
Misha's journey toward sustainable living began in her childhood, when she was inspired by her mother's eco-conscious lifestyle. From carrying her own tote bag and bottle to making zero-waste food, her mother was a true champion of sustainability, long before the term became a buzzword. Following in her mother's footsteps, Misha embraced a sustainable lifestyle early on. However, it was a single event in 2018 that changed her life forever.
On April 24, 2018, the world was shaken by the Rana Plaza accident in Bangladesh, where more than 1,100 garment workers were killed in a factory collapse. The tragedy exposed the ugly reality of fast fashion and the human cost of cheap, disposable clothes. For Misha, it was a wake-up call. She decided to go cold turkey on fast fashion and embrace sustainable living in all its facets.
Since then, Misha has faced numerous challenges in her sustainability journey, particularly in the Indian market. India is an extremely price-sensitive market, and selling upcycled clothes with little to no profit margin has not been easy. Thrifting is also a new concept in India, and many people still prefer to buy new clothes rather than used ones. Moreover, there is a lack of education about sustainable fashion, and most sustainable brands are expensive, making them out of reach for many people. Even simple things like avoiding single-use plastic can be a challenge, as there are not many non-plastic options available.
But Misha is not one to give up easily. She has learned to overcome these challenges by living a slow, minimalist lifestyle, buying next to nothing, and educating people about sustainable living. She has also started to scale Love Again slowly, ensuring that it remains a truly sustainable brand. For Misha, sustainable living has not only benefited the environment but also her life. It has helped her declutter and simplify her life, and it has made her more mindful of her choices.
Misha is passionate about sharing her knowledge and resources with others who are interested in sustainable living. Her philosophy is simple: "live what you believe in." She doesn't believe in preaching or lecturing people about sustainability. Instead, she leads by example. Her Instagram profile, mishapaul_ is a testament to her commitment to sustainable living, where she talks about Indian handicrafts, thrift fashion, slow travel, and more. She has built a small but vibrant community of people who share her passion for sustainability, and she is committed to helping them in any way she can.
Misha's journey toward sustainable living and fashion is not just inspiring, but also a testament to the power of individual action. In a world where fast fashion and consumer culture dominate, it is easy to feel overwhelmed and powerless. But Misha's story reminds us that we all have the power to make a difference, one small step at a time. Whether it's carrying a tote bag or buying clothes from sustainable brands, every choice we make has an impact. And that impact, however small, can make a big difference in the long run.
Misha Paul is not just a champion of sustainable living and fashion, but also a beacon of hope in a world that desperately needs it. She reminds us that sustainability is not just a trend or a buzzword, but a way of life.
You can find her collection here:
Do you work in the impact or sustainability field? We'd be thrilled to feature you as well! Please fill out this form to send us your story. We can't wait to hear it!