FASHTALKS WITH SITKA SEMSCH

What inspired you to start your brand?

While studying fashion design at the Rhode Island School of Design (RISD), I interned with Michael Kors in New York. After graduating in 1992, I worked for The Limited retail stores in Florida. Two years later, I moved to Peru and began designing wedding dresses and cocktail attire for women. During this time, my brand—named after me—quickly gained recognition as a leading fashion label in Lima and eventually earned the reputation of being the best fashion designer brand in Peru. My name, Sitka, is inspired by an island in Alaska, while my last name, Semsch, reflects my Austrian heritage. I am a third-generation immigrant in Peru. My father, who lived in Alaska for over nine years, originally chose Alaskan names for all his children, associating our names with a sense of adventure. Sitka Semsch, with its unique and memorable sound, also proved to be an excellent name for a designer brand. From a very young age, I was fortunate to have a clear vision of my future and knew I wanted a life dedicated to the fashion industry.

How do you navigate such an ever-changing industry?

To navigate the ever-changing fashion industry, I focus on staying adaptable and forward-thinking. This involves constantly monitoring trends, listening to customer feedback, and being willing to innovate and evolve our designs. Building strong relationships with suppliers and leveraging data-driven insights help us respond quickly to shifts in the market. Additionally, maintaining a clear brand identity and purpose ensures that while we adapt to new trends, we stay true to what makes our brand unique.

“It's not about the clothes, it's about the woman."

How would you describe the style you aim for your brand?

My design style is Timeless Fashion with special details that allow women to feel elegant, comfortable, and celebrated on both day and night occasions. I like to use earthy colors and natural fabrics.

What sets your brand apart from the rest?

Our garments are individually handmade by Peruvian artisans with Pima cotton and blends of baby Alpaca, with special attention to detail.

What brand values are most important for Sitka Semsch?

Trust. Humble Listening. To Embrace Change. Respect and Fairness to all. Order & cleanliness. Awesome service that creates lasting Relationships, and Attention to Detail.

What was your previous work experience before launching?

I have more than 25 years of experience in the fashion industry and have participated in several international fashion shows in Peru, Colombia, Panama, the United States, Spain, and Russia. To date, I have been the first and only Latin American designer to show my collections at the Mercedes Benz Fashion Week in Russia. In 2011, I was named fashion ambassador for Peru.

What was the toughest circumstance you overcame when just starting your business?

The toughest challenge I faced when starting my business was managing rapid growth with limited resources, including finding reliable suppliers and building a strong, supportive team. Additionally, it took time and effort to establish brand recognition and gain the trust of our customers, which was crucial for our long-term success.

If you could go back and tell yourself one thing before beginning your career, what would it be?

Learn more about the business side of the industry.

“At Sitka Semsch, we are dedicated to weaving sustainability into the fabric of fashion, always striving for a better and more responsible tomorrow.”

What does sustainability mean to Sitka Semsch? What initiatives is the company taking to better the planet?

Sustainability is at the heart of our fashion philosophy. Our journey is guided by the 3 P's of business sustainability, ensuring that we prioritize the Planet, People, and Profits in everything we do:

For the Planet

We use a Timeless Fashion Approach:

Our commitment to timeless fashion is seen in our enduring clothing styles, designs that remain stylish for years, transcending fleeting fads. We encourage a wardrobe that exudes elegance, versatility, and sustainability, allowing individuals to make mindful fashion choices that last.

We use a Natural Fiber Focus:

We prioritize using natural fibers such as Pima cotton, organic cotton, baby Alpaca, linen, and silk. These materials are renewable, biodegradable, and support sustainable farming practices. By reducing environmental impact, and microfiber pollution, and supporting rural economies, we strive to make a positive contribution to the environment.

We do Handmade Production:

Our dedication to handmade production aligns closely with sustainability principles, emphasizing environmental responsibility, ethical labor practices, waste reduction, and personalized products. We believe in crafting fashion consciously, making a difference one stitch at a time.

With the People

We Empower Women:

Sitka Semsch is a woman-centric company, empowering women throughout our value chain. From production to distribution, selling, and wearing our products, we prioritize their growth, well-being, and career development. We offer training and skill development programs to enhance capabilities and foster a culture of respect and inclusivity.

We Engage in our Community:

We work with local communities to understand their needs and concerns, ensuring our sustainable initiatives align with their values and priorities. By collaborating with non-profit organizations and government agencies, we drive collective efforts toward a more sustainable and inclusive fashion industry.

For Profits

We promote Ethical Business Practices:

We believe in making a fair profit to sustain our business growth. Our business model focuses on continuous improvement practices to achieve cost savings while fostering an ethical culture and conducting business with integrity. 

At Sitka Semsch, we are dedicated to weaving sustainability into the fabric of fashion, always striving for a better and more responsible tomorrow. 

What is the one piece of advice you would give to someone just starting their own brand?

I Always advise everybody to have my 4Ps: 

1. Have a Purpose, why do you do it? 
2. Have Passion for what you do, it’s the only thing that will give you energy. 
3. Have Perseverance, things don’t come easily. 
4. Be Patient, good things take time.

What is the most important thing you would like your brand to be recognized for?

We have a statement that says: “It's not about the clothes, it's about the woman”.  We empower women throughout our sustainable value chain and we would like to be recognized as a brand that contributes to women through fashion. Our purpose is to empower the woman: Our suppliers are women-owned, all our employees are women, and our customers are women. Every time we empower all of these women in any way, we fulfilling our purpose. 

What should consumers expect to see next from Sitka Semsch?

We offer three distinct collections each year, designed with versatility in mind. Our customers can effortlessly mix and match pieces from all three collections—1, 2, and 3—to create a wide array of outfits with fewer items. This approach not only provides endless styling possibilities but also ensures that these timeless pieces remain relevant and wearable for years to come.

What do you envision for the future of your brand?

We currently operate two retail stores in Miami—one at Shops at Merrick Park in Coral Gables and another at Aventura Mall. Our goal is to open one new store per year, focusing on expanding into states outside of Florida. In addition to our brick-and-mortar growth, we aim to boost our online sales and explore wholesale opportunities to further increase brand awareness and reach a broader audience.