We caught up with Ayesha to talk about her sustainable fashion label – and why it’s high time to smash the stereotype that women feel they need to fit a particular mould to succeed.
Ayesha, talk us through your background, career-wise.
“My career began in the corporate world, where I worked for a multinational company. That experience gave me a strong foundation in global business and strategy, but it also made me realise I was more drawn to building something of my own with purpose and creativity.
“I went on to launch my first brand, Fashion ComPassion, which was my introduction to creating a values-led fashion label from the ground up. Alongside that, I worked in fashion consultancy, supporting brands on strategy and development, which gave me a broader view of the industry. Then, in 2022, I founded Everyday Phenomenal, after identifying a gap in the market for sustainable wardrobe staples that make women feel confident inside and out. That idea of combining sustainability with everyday empowerment has shaped everything I’ve done since.”
So how did you get to where you are now?
“It’s been a combination of curiosity, taking risks, and learning on the go. My time in a multinational company gave me structure and a global perspective, while launching Fashion ComPassion taught me how to build something from the ground up.
“Working in fashion consultancy then broadened my understanding of the industry and helped shape my approach to business. Over time, I realised I was most fulfilled when creating purpose-led work, which ultimately led me to found Everyday Phenomenal. It wasn’t a linear path, but each step added something important to the journey.”
Tell us more about Everyday Phenomenal.
“It was born from a simple idea: that fashion should make people feel confident, empowered, and aligned with their values. I wanted to create a brand that combines style with purpose, proving that ethical fashion can be beautiful, accessible, and meaningful. The name itself reflects a belief that every person has something phenomenal within them, and our clothing is designed to celebrate that. Sustainability, ethical production, and timeless design sit at the heart of everything we do.”
What do you think is the perception of ethical fashion in the industry these days, especially when it comes to fast fashion?
“The conversation around ethical fashion has evolved significantly. Consumers are more informed than ever, and increasingly want to understand where their clothes come from, and how they’re made. However, fast fashion has conditioned many people to expect low prices and constant newness, which can make ethical alternatives seem less accessible. There’s still a perception among some consumers that sustainable fashion is either expensive, niche, or lacking in style, though I believe that’s changing rapidly.”
How do you think this could be changed?
“Education and transparency are key. Brands need to communicate clearly about their supply chains, materials, and impact. At the same time, we need to move the conversation away from perfection, and towards progress. Ethical fashion should be seen not as a luxury or trend, but as a better way of doing business. Consumers also have enormous power through the choices they make, and as demand for responsible products grows, the industry will continue to adapt.”
You’ve been interviewed by the British Science Association for their Smashing Stereotypes series, discussing there’s no single route into STEM or entrepreneurship, and that young women should explore STEM, follow their passions, and make a meaningful impact in the world. Talk us through that.
“One of the key messages I wanted to share is that there is no ‘perfect’ STEM student, entrepreneur, or leader. Too often, young women feel they need to fit a particular mould to succeed. In reality, diverse perspectives are exactly what innovation needs. STEM opens doors to incredible opportunities, but it also develops problem-solving skills, creativity, and resilience that are valuable in any field. I want young women to know that their interests don’t have to fit neatly into one category. You can be passionate about science and fashion, technology and creativity, business and social impact. The future belongs to people who can connect different worlds and think beyond traditional boundaries.”
Moving back to Everyday Phenomenal. What’s been the highlight so far?
“Seeing people connect with the brand’s mission, going in the B2B sector and working with schools, sports and running clubs, community businesses and widening our impact. When customers tell us that wearing Everyday Phenomenal makes them feel confident, empowered, or seen, that’s incredibly rewarding. Building something from an idea into a growing brand has been both challenging and fulfilling, and every milestone reminds me why I started.”
Have you had any business errors or things you wish you could’ve changed?
“Every entrepreneur makes mistakes, and I’ve certainly had my share. Looking back, I probably spent too much time trying to perfect certain things before launching them. One of the biggest lessons I’ve learned is that progress is more important than perfection. Businesses grow through testing, learning, and adapting. The challenges have been just as valuable as the successes because they’ve helped shape the brand into what it is today.
Who is your greatest fashion inspiration and why?
“I’m inspired by people who use fashion as a form of self-expression and positive influence. If I had to choose one, it would be Stella McCartney. She has shown that sustainability and luxury are not mutually exclusive, and has been a pioneer in demonstrating how fashion can be both innovative and responsible.”
Who would you most like to see wear your fashion brand?
“I’d love to see someone like Michelle Obama wear Everyday Phenomenal. She embodies intelligence, confidence, leadership, and purpose – all values that align closely with the brand. She has consistently used her platform to inspire others, and I think she represents the kind of impact-driven individual Everyday Phenomenal was created for.”
What are your hopes for Everyday Phenomenal for the future?
“I want it to become a recognised destination for people who want fashion with meaning. My hope is that we continue to grow while staying true to our values, expanding our reach, supporting ethical production, and building a community around confidence, empowerment, and positive impact. Ultimately, I want the brand to prove that fashion can be a force for good.”
Moving on to other areas of your life. What do you to switch off?
“I enjoy spending time with family and friends, reading, travelling, and finding moments to recharge away from screens. I love working out and being outdoors, and like hiking and walking a lot.”
You can go on holiday anywhere in the world. Where and why?
“I haven’t been to Japan and Korea! I’ve always been very interested in learning more about their cultures. Many friends and family have travelled there and returned with the best and memorable experiences. It’s definitely on my travel list!”
You can spurge on any item. What do you buy and why?
“I would want a house right on Cape Town’s Camps Bay overlooking the sea!”
Finally, how else do you gain inspiration?
“I always carry a notebook wherever I go! For inspiration, putting my thoughts down etc. It’s been a game changer for me.” www.everyday-phenomenal.com
