When Zeynab El-helw founded Reborn Society in 2019, she aimed to create a brand that was more than just fashionable—it needed to be sustainable and socially conscious too. “I recognised the need for individuals to feel comfortable and confident in the clothes they wear,” Zeynab explains. “The pandemic made everyone turn to casual loungewear, and that’s where the idea for Reborn Society came from.”
The brand’s commitment to sustainability is evident in its use of 100% high-quality certified organic cotton. Zeynab’s experience in the fashion industry and her love for travel played a significant role in shaping her approach. “My experiences exposed me to the lack of sustainable practices in the industry, which further propelled me to launch Reborn Society,” she says.
Sustainability is at the heart of Reborn Society’s production processes. “We focus on made-to-order production to avoid wastage and use eco-friendly materials for our packaging,” Zeynab notes. This careful approach helps minimize the brand’s carbon footprint, reflecting her dedication to environmentally responsible practices.
As an influencer herself, Zeynab’s commitment to positive change doesn’t stop at sustainability, though. Partnering with the UNHCR, Reborn Society also donates a portion of its sales to support refugees worldwide, helping to provide them with the resources they need for a safer future.”We work with the UNHCR, where $3 from each sale is donated to support displaced children, families, mothers, and more,” she shares. This collaboration ensures that the brand’s impact extends beyond fashion, providing tangible support to those in need.
One of their latest collections, “Phoenix Rise,” presented on the runway at the Dubai Fashion Week earlier this year, was inspired by the eclectic diversity of streetwear. “It’s a reimagination of modern streetwear infused with urban styling,” she describes. The collection features versatile staples that can be styled from day to night, embodying the brand’s ethos of blending comfort with style.
Looking ahead, Zeynab has ambitious plans for Reborn Society. Read the full interview below:
What inspired you to start Reborn Society, and how did your background in the fashion industry influence your decision?
Reborn Society was founded in 2019 with the pandemic following right after. During this difficult time, people spent most of their time at home and resorted to casual loungewear pieces as their everyday wear. I recognized the need for individuals to feel comfortable and confident in the clothes they wear, hence the birth of Reborn Society, featuring relaxed silhouettes. My love for travel and my experiences in the fashion industry not only inspired me in the design process but also exposed me to the lack of sustainable practices in the industry. This further propelled me into launching Reborn Society as a brand that is strongly rooted in challenging unethical standards while blending global inspirations into my designs.
How do you measure the impact of your collaborations and initiatives with UNHCR and other organisations supporting refugees?
At Reborn Society we are committed to being a socially responsible brand that supports the right causes. One that is close to my heart is to aid and empower displaced children, families, mothers and more. As a result we work with the UNHCR, where 3 USD is donated from each sale which goes towards securing a safer future for refugees.
Can you elaborate on Reborn Society’s mission of being an eco-positive brand and how you integrate sustainability into your designs and production processes?
At Reborn Society, we aim to reduce our carbon footprint in different ways. We do this by focusing on made-to-order production to avoid wastage and opting for eco-friendly materials for our packaging. Most of all, our collection is produced from 100% high quality certified organic cotton, an option that is beneficial for the planet and its people.
In what ways does Reborn Society engage with its community and customers to promote awareness about social and environmental issues?
Our mission is deeply rooted in engaging with the community and customers to spark conversations about relevant social and environmental issues. We have done so by participating in panel talks where we explore our initiatives further and give customers a better insight into the values Reborn Society are centered on.
What was the inspiration behind your latest collection, “Phoenix Rise” presented at Dubai Fashion Week?
My collection Phoenix Rise was inspired by the vibrant and eclectic diversity of streetwear, made for individuals to be able to express themselves creatively through each piece. It is a reimagination of modern streetwear infused with urban styling. The collection features thoughtfully designed staples that can be styled from day to night.
What role does colour palette play in communicating the message and theme of each Reborn Society collection, including “Phoenix Rise”?
Color palettes play a huge role in translating the inspiration while tying the theme and message of the collection together. The Phoenix Rise collection explores a neutral color palette, featuring hues of blue, gray and brown that create balanced and modern looks, making the pieces easier to pair and style. The activewear pieces in the collection explore a more diverse color palette with shades of purple and pink, symbolizing comfort and creativity.
What sets this collection apart from previous collections?
The Phoenix Rise collection is a curation of elevated staple pieces, heavily infused with street style elements. The collection explores a number of different styles like denim pieces, blazers, waistcoats and activewear and doesn’t limit itself to being one directional but allows each wearer to embrace it with their own personal style.
What are your future goals and plans for Reborn Society, both in terms of expanding your product line and increasing your impact on social and environmental causes?
I hope to continuously extend the range of pieces that we offer while still staying true to core values that Reborn Society has been built on. In addition to launching exclusive capsule collections featuring sophisticated yet stylish pieces, I would love to have my collections displayed at Copenhagen Fashion Week. This will act as an international platform where Reborn Society can showcase its style and message.
What advice would you give to aspiring entrepreneurs who want to start their own socially conscious fashion brands?
I would advise aspiring entrepreneurs to focus on the vision of their brand and to not let themselves get sidetracked by any challenges they face. It is always important to take criticism constructively and use it to further enhance your ideas
