How Kitty turned her side hustle into a thriving small business

We sat down with Kitty Scott, creator of Cleonie – a sustainable swimwear brand based on the Central Coast of NSW. Listen to our chat with Kitty in Slow Fashion Part 1:

Tell us about Cleonie! What’s the heart and soul of the brand?

Cleonie means ‘Goddess of the Water’, and with that our mission is to help protect the oceans by creating swimwear made from fishing nets found polluting the seas. With that we believe in celebrating artists, feminine design and pieces made to last for years and to be worn on your best memories while at the beach or by the waters side.

Do you have a favourite piece in your collection?

I love the Como Kini – the classic sports crop with the centre ring, it is so supportive and comfortable! I mix it back with the cheeky high brief or if I’m a little more brave, the super cheeky Positano brief.

You successfully turned your side hustle into a living, breathing brand. What advice would you give to someone looking to make their side hustle their full-time gig?

Just do not give up the dream. if it is your true calling, you will make it happen!!!

Over time, how have you supported your business to allow it to grow? Did you pull back in some areas in your life, hire people, invest in ways to help it develop?

Initially I was supported by my grandparents who loaned me a little bit of money to start the brand, once that had run out and a lot of great mistakes were made, it pushed me to really believe in myself and find a way to make the brand work, I had to change the way I was getting the garments made from being outsourced to being made in-house, I had a more cohesive collection and only invested in people and opportunities that spoke to my intuition. Now with a team of five, the brand is growing from strength to strength and I am able to encourage those who are part of the brand to be their best selves in what they love too.

What drew you to sustainable fashion?

I have always been an ocean lover and so grateful for this beautiful planet we live on and after travelling to third world countries on and off throughout my entire twenties it was clear that there is only one way to manufacture and that is with conscious, thought-out practices that have zero to very low impact on the environment.

Can you tell us how you have made your business sustainably focused? What areas of your business did you design around sustainable concepts?

The entire brand is based around sustainability, from its origins, we have worked with Econyl – regenerated nylon made from post consumer waste and fishing nets. We have always manufactured locally and now completely in-house. We only cut and make what is ordered, reducing any excess stock that can occur; we use eco dyes and send all orders in eco packaging with carbon neutral logistics.

What challenges have you faced in building and running your business? How have you tackled them?

It is when I am not aligned with my instincts and purpose that there have been poor mistakes but learnings made, from over supply to silly marketing choices. Financially the business has seen an extreme low to now being a full time successful brand.

What does the future of your business look like in your mind, and how are you planning to achieve that?

Cleonie will be a recognised brand, globally. It will be known for high quality products and unique yet feminine design. Launching new and innovative fabrics, maintaining our ethos of sustainability and conscious fashion we will always pride ourselves on our commitment to the planet and the impact, however small we can make to help.

Is there a book or resource that has inspired and encouraged you as you’ve built Cleonie?

Oh there are so many from business books like the E Myth by Michael E Gerber to inner work readings from Brene Brown, Marianne Williamson and Gabrielle Bernstein. But I must say it is my husband, my family and friends that have been the biggest inspiration to Cleonie.