How Alice, Founder of Kitani London, Is Weaving Intention Into Every Stitch

In a fashion world often dominated by speed and spectacle, Kitani London is quietly carving out a space defined by patience, purpose, and soul. At the centre of this brand is founder Alice, whose story begins not in a studio or showroom, but on a farm just outside Cape Town, South Africa.

Nature as a Design Language

“I grew up surrounded by open skies and raw beauty,” Alice shares. “That early environment shaped my eye—I've always been drawn to simplicity, texture, and emotional resonance.”

From that upbringing, Kitani was born—a womenswear brand rooted in natural fibres, timeless forms, and pieces that evoke a slower, more mindful way of living. For Alice, Kitani isn’t just about clothes—it’s a lifestyle anchored in intention.

From Cape Town to Craftsmanship

Before launching Kitani, Alice spent two decades in the fashion industry, working across South Africa, Kenya, and India. Those years shaped not just her aesthetic but her deep appreciation for artisanal collaboration.

“The relationships we build are everything,” she says. “Many of the artisans we now work with are people I’ve collaborated with for years. We prioritise small workshops and factories where care and integrity are part of the culture.”

Her focus on human-led craftsmanship runs deep through the brand, adding layers of meaning to every Kitani piece.

Sustainability That Goes Beyond the Buzzword

For Alice, sustainability isn’t a trend—it’s a pillar. Kitani uses only natural, biodegradable fibres such as linen, cotton, and cashmere, often sourced from handweaving cooperatives. “It’s important to us that our textiles are kind to both the body and the earth,” Alice says. “It’s about working slowly, honestly, and beautifully.”

One Year In: A Moment to Celebrate

Kitani recently celebrated its first birthday—a milestone that filled Alice with gratitude and pride. “The first year of any entrepreneur’s journey is not an easy road,” she reflects. “Seeing our community grow, watching sales increase, and having influencers wear our pieces—it’s been incredibly rewarding.”

But one moment stood out: a collaboration with Six Senses Ibiza, where Kitani was featured in a space deeply aligned with its ethos. “It felt like such a beautiful affirmation that we’re building something meaningful,” Alice says.

Creative Vision Meets Operational Reality

Balancing creativity with business demands is no small feat—especially when you’re also raising a five-year-old. “It’s a dance,” Alice admits. “Some days I’m sketching or doing fit notes, other days I’m deep in logistics. I’ve learned to protect my creative headspace, but also honour the operational side. It’s what lets the vision live in the real world.”

Educating the Conscious Consumer

Alice doesn’t shy away from the challenges of running a sustainable brand. “Ethical production takes time—and that doesn’t always align with the pace of modern fashion,” she explains. “Educating customers about why we don’t overproduce, and what makes a garment truly ethical, is an ongoing journey. But I believe the narrative is changing. People are craving depth, honesty, and beauty.”

Inspired by Bold Female Leaders

When asked about the women who inspire her, Alice names Diane von Furstenberg and Emma Grede. “They both balance vision with boldness. Diane built a brand rooted in femininity and confidence. Emma is building businesses with sharp intention and social impact. They remind me you can be principled and still unapologetically ambitious.”

Advice for Aspiring Creatives

Alice’s advice for the next generation of slow fashion founders? “Start with integrity. Let your values shape your product and your pace. Build deep relationships and stay curious—about people, about materials, about your own evolution.”

Looking Ahead: Growing With Purpose

As for what’s next, Alice is staying true to Kitani’s ethos of mindful growth. “I want to continue building our global community, expanding our wellness offerings, and deepening our partnerships with brands that align with our values. I’m just so excited to see where this path leads.”

In Kitani, Alice has created more than a brand—she’s created a blueprint for fashion that’s thoughtful, grounded, and quietly powerful.

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Emily King is a Marketing & Breathwork Consultant helping female founders in wellness, lifestyle and beauty industries scale their businesses sustainably by fusing 360° marketing strategy, consultancy and mindfulness practices. She is also the founder of The C Word Magazine, an online platform amplifying female voices. Connect with her on Instagram @_emnco, and explore her expertise in marketing and breathwork on her website. You can even now subscribe to The Breathwork Collective.