Interview with Chloe Mcdougall

After a year-lasting pandemic and decades of making up for our environmental crisis, gen-z is getting smarter when creating their business models. Chloe Mcdougall, Founder of Magic The Label, speaks on how she stays responsible as a sustainable business and making magic in a pandemic.

Could you start by telling us about yourself and your business?

Hi! I'm Chloe. I'm 25 years old from a village on the outskirts of Leicestershire. My business is a slow fashion brand called Magic The Label.

Why did you start Magic The Label? Was there a specific goal in mind?

I started Magic in July 2020 after returning home from living in New Zealand due to covid. Initially, when I started Magic, it began with the idea of re-making a festival coat I had made two years previous to sell to festival go-ers. As I started exploring different fabrics and designs, I created the two-piece for my first collection. As I was just starting out, I was trying to be as experimental as possible. I decided to do a monthly drop that consisted of 1-4 products available on a made to order basis. Doing this allowed me to explore different designs, styles and audiences. I have always wanted to own my own fashion label so starting it was such a big thing.

How do you feel lockdown affected your sales? Was there a positive or negative change?

Lockdown definitely has affected my sales. After the second lockdown was announced, people were hesitant to buy going out or festival outfits. Everyone was unsure about when they could even happen. I decided to release a unisex hoodie and t-shirt range as after doing some research, loungewear sales had rocketed. This collection did exceptionally well, but unfortunately, it got to the point that my supplier could not fulfil any more orders. Due to covid, the factories ran out of products as they did not have workers. This could've been avoided on my part by choosing a different supplier for the hoodie. However, I try to be as responsible and sustainable as I possibly can. I was buying products that were either organically made or recycled, and all PETA vegan approved. I didn't want to sacrifice that level of quality just for sales, so I ended up taking them off my site. Unfortunately, only two suppliers ticked all the boxes, and both productions of the products were put on pause.

What makes aspirations into a reality?

Honestly, I'd say hard work, determination and, more than anything, self-belief. The only person getting in the way of you and your goals is yourself. If you work hard enough and never doubt yourself, anything is possible. I really suffered to believe in myself and my confidence for a long time. But, I realised if you can't believe in yourself, how do you expect other people to believe! As Ru Paul says, "If you can't love yourself, how the hell are you gonna love someone else."

Do you have a close relationship with your consumers? How do you navigate that, and why is it important to you?

I'd like to say so definitely. I dedicate an amount of time each day to respond to messages from my consumers and always send a message to double-check they're happy with their order. Also, when designing new products, I like to see my consumers thoughts and opinions on them and ask what they want to see from Magic. I think it's vital to make that time for your consumers because, without them, Magic wouldn't even be a thing! I'm honestly so grateful for anyone who has supported my brand. I try my best to make sure people know how grateful I really am. No matter how much Magic grows, I've said to myself that I will always make time for my lovely customers.

How do you make sure to stand out in the sustainability sector?

I try to be as transparent as possible in everything I do with Magic. Telling people where my fabric is from and operating on a made to order basis, so my wastage is extremely low. If it's not made to order, it's a one of a kind reworked vintage garment. Also, I sell all my sample products or give them to my models as a thank you. I never throw any scraps away!

Do you like being independent? Have you always wanted to be responsible for your income?

I absolutely love it. I have always wanted to work for myself, so now that I am, I'm honestly on cloud nine all the time! Magic takes up every aspect of my life. I wake up thinking about Magic, I go to sleep thinking about Magic, and I love it. I feel grateful I am in a situation where I can do what I love every single day.

Where does your responsibility begin and end as a sustainable business?

I think the responsibility starts with being honest with your consumer. If you're advertising yourself as a sustainable brand, then make sure that you are. Ensure that your supplies are ethically sourced and that your brand is doing as little damage as possible. I source my fabrics from deadstock warehouses or vintage stores. No fabric I buy is adding to the horrendous impact the fashion industry has on the planet. If I am buying a new product, I ensure there is transparency in where they are from.

How do you define success?

I think success is a personal thing. Everyone's goals are different, so everyone's success story is always different. Personally, I won't know success until I have achieved everything I want to achieve. I have a lot of goals, and when I reach one, I always set myself another. I think it will be a long journey for me personally, but as I said earlier, I love what I do, so I'm here for the long run.

The best advice you could give to aspiring young business owners?

Take the leap of faith and do it! It's the best decision I ever made. Don't be too hard on yourself. You will make mistakes, but when you make the mistakes, you will learn the most. Stick at it and work hard. At the moment, I'm trying to practice making the present-day better than the previous. I'm always ensuring that I am pushing myself to my limits day by day to achieve as much as I possibly can. If the last year has taught us anything, it's to make the most of our time. Time is precious, so why not spend your time doing something you love.

Where do you see Magic The Label going? What would you like to achieve in the next year?

I see big things for Magic. The sky is the limit! I would love to create a community of magical beings. I would like to have my own studio space to operate and have a stall at a festival.