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The Egyptian brand Sacha Nightwear was born in the summer of 2018. We caught up with the Founder and Designer, Alexandra Abdelnour to share the story of her homegrown brand that redefines sleepwear comfort and takes active steps towards sustainable fashion.

What inspired you to create your own brand?

I have been working in my family businesses in the textile, garment manufacturing and fashion industry for five years now and I’ve learned so much about the potential of this very old industry in Egypt.

It’s a detail-oriented field that faces many challenges however the creativity, technological innovations and potential in this industry are limitless. I already knew that I would one day create my own brand but I did not know what or when. When I first discovered modal, the fabric from which the entire collection is made of, I knew I has found something very special. Modal is a cellulose-based fiber, meaning it is derived from natural material, wood actually which is grown in Indonesia, and patented by Lenzing in Austria, with unique physical properties (highly breathable, high color retention, extremely soft to touch). It is also produced in an environmentally-friendly manner, which contributes to making fashion more sustainable.

Why have you chosen sleepwear in specific?

In my personal life, because of my very demanding schedule, I am a big believer in healthy routines, and the way I start my morning and end my evenings is very important to me. Whatever I’m doing I need to feel at peace, relaxed, comfortable and feminine and what I am wearing plays a big role in that. And just like that, Sacha came to be.

What type of woman did you have in mind when you designed your first collection?

I think every woman, whether she’s a student in school, a young professional at the start of her career, or a stay-at-home mom, has the right to feel comfortable at the start and end of her probably very long days. She is the type of woman whose giving the world the best she’s got but is well deserving of moments of comfort, serenity, elegance, and being in tune with her inner feminine self. 

Tell us how you make your pieces and the people working with you?

As I mentioned, I’ve been working in a family business setting which comes with its own advantages and challenges, especially as a young woman in the industry. I knew very little about the industry when I first started and I would say everything I’ve learned has to do with the people I work with from the pattern makers, to the garment makers, to the quality control team, textile engineers and so on. The greater majority of our team has been with us for 15-20 years and it really is one bigger family. The team that works on Sacha with me, is a small team. Once I had mapped out the brands’ aesthetic and the collection’s theme, we work very closely together on garment development to come up with the best possible product.

What do customers look for when selecting sleepwear?

I would say comfort, design and functionality. You want to be starting your morning and relaxing into the evening in something that very comfortable, looks elegant and puts you at ease. While I’m big on supporting local industry and the whole “made in Egypt” campaign, I don’t believe that customers buy a product that’s made in Egypt, just because it’s made in Egypt. I believe a customer will buy a product that made in Egypt because its design and standards of quality is no less than any international brand and that’s my vision for Sacha.

What are some of the key challenges you faced when building your brand and how did you overcome them?

I believe more than ever that there is a strong will to support local industry. I also truly believe that there are amazing brands in Egypt whose standards of quality are no less than those of international brands. They’re few but they exist and when people discover them, they become very local to these brands. It’s just a matter of time.

On the production side, anyone in the industry knows how difficult it is to find accessories, most of which are unfortunately imported but again even working with a smaller supplier is sometimes a greater alternative to an established name. My main focus is product development, really giving our customers the best possible product and listening to their feedback.

What do you look forward to in the coming year?

I’m looking forward to expanding Sacha’s presence, online and in brick-and-mortar stores. I’m also looking forward to next season's product development stages and watching all of the hard work and attention to detail translate into loyal and satisfied customers, or as I like to call the, Sacha Women.

What keeps you going?

A vision to watch the term “made in Egypt” inspire not hesitation but confidence and pride. It is my hope to watch Sacha contribute to this change even in the smallest of ways.