Why I’m Building a Sustainable Fashion Brand While Still Working in Fast Fashion

Hi, I’m Lili Sipeki, the founder and designer behind SIPEKI. This is the story of how I started building a brand rooted in sustainability, heritage, and craftsmanship while still working in the fast fashion industry to make ends meet.

Growing Up with Craft

I was born and raised in Hungary, where creativity and tradition were a big part of everyday life. From an early age, I was drawn to the vibrant embroidery from Kalocsa, a region known for its intricate floral designs and rich artistic culture. I was fascinated by how something handmade could hold so much history and meaning.

Moving to the UK and Studying Fashion

Ten years ago, I moved to the UK to study fashion design. I completed both my BA and MA, dreaming of one day launching a brand of my own. I imagined creating meaningful pieces that celebrated craftsmanship and told stories through design. But like many emerging designers, I needed to make a living. So I began working for fast fashion brands.

What I Learned Inside the Industry

Working in fast fashion has taught me a lot but not all of it has been easy to accept. I’ve seen how the drive to produce more, faster, and cheaper often leads to waste, burnout, and environmental damage. The mindset of constant overproduction left me questioning the values of the industry I had once admired.

At the same time, it made one thing very clear: if I wanted to see change in fashion, I had to be part of creating it.

The Beginning of Something New

While working full-time, I started building my own brand in the background on evenings, weekends, and any spare moment I had. I knew I couldn’t quit my job yet, but I also couldn’t ignore the need to do things differently. I began exploring how to bring together everything I loved: sustainability, cultural heritage, and storytelling through design. My first collection is made from upcycled denim, inspired by the bold floral embroidery of Kalocsa. It’s a way for me to honour my Hungarian roots while reimagining traditional craft for today’s world.

To see the whole collection

Click Here

Why I’m Choosing Slow Fashion

For me, slow fashion is about designing with care, using materials that already exist, and creating garments that feel personal. Each piece is more than just clothing it carries a story, a memory, a purpose.

Even though I’m still working in the fast fashion world, I’m slowly building the kind of brand I believe in. One that values people and the planet. One that lasts. This Is Just the Start

This blog will be a space where I share the journey, my inspirations, my process, and what I’m learning along the way. If you’re someone who wants to feel more connected to the clothes you wear, or you're curious about what it takes to build a sustainable brand from the ground up, I’d love to take you with me.