The Psychology of Wardrobe Essentials: How KADA’s Founder Kassia Creates Sustainable Style for Busy Women with Multi-Layered Lives
This article is part of TruForm, an ongoing series with creative minds exploring the emotional layers of how we dress, dwell, and define ourselves in ways that bring us closer to true form.
In this conversation, we explore KADA founder Kassia’s vision for redefining wardrobe essentials—a collection of sustainable, elevated staples that empower multi-tasking women to feel secure, confident, and supported—viewed through the lens of fashion psychology.
Meet Kassia, the founder of KADA, a women’s apparel brand redefining the staple wardrobe through sustainable and refined knitwear. She spent over a decade working in the family business — New Balance — where she managed brand partnerships and led global direct-to-consumer merchandising. Along the way, she acquired the heritage sneaker brand PF Flyers, and together, these experiences have given her a unique perspective on building brands with lasting impact. Now, with KADA, she’s refocusing her expertise on women’s wardrobes, crafting elevated essentials that support the multi-tasking woman’s busy life. Check out our interview and discover the thinking behind her approach to building a brand that balances sustainability, design, and women’s real lives.
1. You grew up inside the world of fashion and footwear but eventually left to build something of your own. What was the personal turning point that made you want to start KADA, and why was sustainability an integral part of it?
Kassia: After nearly a decade in the fashion and footwear industry, I envisioned a modern brand that could better serve women and the planet. I noticed a gap: there wasn’t a single brand offering a comprehensive collection of versatile, high-quality essentials across all silhouettes and almost every occasion—whether working, running errands, going to dinner, or simply lounging. My own wardrobe reflected this need, and it fueled my passion to push boundaries in both design and responsible production.
With firsthand knowledge of the industry’s environmental impact—and an even deeper commitment since becoming a mother—I felt determined to build a brand rooted in clean, sustainable practices. At KADA, that commitment touches every part of what we do, from fabric sourcing and production quantities to shipping practices.
Psych Insight: According to psychology, people thrive when their needs for autonomy, competence, and connection are met. KADA's focus on versatile, sustainable staples helps meet those needs—reducing decision fatigue, boosting confidence across roles, and aligning women's wardrobes with their values—all of which support mental well-being in a practical, empowering way.
2. Having worked in merchandising, sales, global DTC—what lessons from that corporate world helped you build your own brand? And what surprised you or challenged you most starting from scratch?
Kassia: My decade in the corporate fashion world was an invaluable masterclass. My roles in merchandising, sales, and global DTC gave me a 360-degree view of the product lifecycle: from market analysis and development to supply chain management and customer connection. These experiences provided the foundational knowledge to even consider building KADA.
Launching KADA from scratch, though, presented a starkly different reality. The biggest surprise was the sheer depth of personal responsibility. At a large corporation, specialized teams handle everything; suddenly, I was personally executing every detail – from sourcing sustainable fabrics to navigating production hurdles, all while defining our brand's identity during a pandemic. In fact, we are still an incredibly small, mighty and fearless team—and I wouldn’t change any of it!
I wanted to experience the ‘blood, sweat, and tears’ of entrepreneurship, to learn from my own mistakes, and to defy the odds as a female founder. It has demanded immense patience, a quality I’m constantly cultivating since my natural inclination leans toward urgency. Balancing creative vision with business strategy, while striving to keep the team motivated, has been a continuous and rewarding challenge.
Psych Insight: research shows that people learn by observing others — especially those they see as role models or who reflect qualities they value. By openly navigating the challenges of building KADA with resilience, patience, and balance, Kassia not only builds her brand but also models for other women the very empowerment and adaptability her clothes are designed to support.
3. You’ve said KADA was created for the ever-evolving, multitasking woman. Why was it important for you to design with her in mind?
Kassia: I'm a mother, a sister, a friend, a wife, and I run two businesses - I am a multifaceted woman myself! On top of that, I prioritize spending quality time with my loved ones, nurturing friendships, and fulfilling my passion for travel. When your life has so many different aspects, your wardrobe should be the last thing adding to your stress. I constantly felt like I needed a brand that could seamlessly transition with me through every moment of my day – from my kids’ mommy-and-me music classes to dinner with friends. I needed pieces that were comfortable enough for a busy day, polished enough for a professional setting, and versatile enough to be dressed up or down without a second thought.
That realization wasn’t just about me—I knew other women were feeling the same void. And that became the driving force behind KADA: to create a collection of elevated essentials that empower women to live their multifaceted lives without ever having to compromise on style, comfort, or time.
Psych Insight: role theory explains that what we wear helps us step into the many roles we play in life and signals to others that we can handle them. By designing versatile staples that move easily from one setting to the next, KADA makes those role transitions smoother, helping women feel confident and capable across every part of their day.
4. As you mentioned, you’re both a mom and a founder who understands what it means to be pulled in multiple directions. How do you hope KADA supports women in those kinds of everyday moments?
Kassia: I understand firsthand the constant demands on a woman's time and energy. That's precisely why KADA exists. Every single piece we create is designed for women, by women, with the hope that our customers will feel that intention and quality in what they buy—and should expect—from us.
We also know the wardrobe is often the last thing on a busy woman's mind, yet it impacts how she feels. Our goal is for KADA to be the reliable solution: clothing that supports her, empowering her to feel confident and put-together without adding another layer of complexity to her already dynamic life.
Each piece is designed to mix and match, comfortable enough to move in while still feeling effortless. And because our fabrics are truly special, they make women look and feel great every time they wear them.
Psych Insight: embodied cognition theory highlights how what we wear doesn’t just cover the body — it shapes how we think, feel, and interact. By creating clothes that feel effortless yet put-together, KADA helps women regulate stress and carry themselves with more ease and confidence in everyday life.
5. KADA designs evolve from one core shape, refined for multiple silhouettes. Why is that approach important to you and how does it support both style and sustainability?
Kassia: At KADA, our design philosophy is rooted in our style ethos—timeless, versatile essentials— and our commitment to sustainability. Through testing, we’ve identified foundational styles that consistently resonate—pieces our customers reach for again and again, proving their lasting appeal. Rather than chasing fleeting trends, our goal is to serve as the cornerstone of a woman’s wardrobe: staples that form her ultimate capsule collection.
This approach stands in direct opposition to the damaging cycle of fast fashion, where trend-driven styles are churned out at an alarming rate. Fast fashion thrives on disposability—quick consumption, low-quality materials, and unethical practices that produce garments meant to be worn a few times before being discarded, creating immense waste and environmental harm.
By focusing on intentional, classic designs, we create garments made to last. We want our customers to invest in pieces they’ll love and wear for years, never feeling the need to rotate them out of their wardrobe due to fleeting trends. This not only promotes a more mindful and sustainable way of dressing but also ensures every KADA piece remains a relevant part of her personal style.
Psych Insight: psychology research shows that stress often comes from losing or wasting valuable resources like time, money, and energy. By offering timeless pieces designed to last, KADA helps women conserve those resources — providing peace of mind, reducing waste, and creating a more sustainable sense of satisfaction than fast fashion can.
6. What do you hope a woman feels, thinks, or even decides when she puts on a KADA piece? Do you see the clothes as grounding? Energizing? Just something she can count on?
Kassia: I don't just hope she feels comfortable, but I want her to feel a surge of defiance – a quiet, powerful knowing that she's equipped to tackle anything the day throws her way. KADA was born from a desire to empower women to live life on their own terms, and it was conceived during the unprecedented challenges of a pandemic. This brand embodies the spirit of defying expectations and breaking free from limitations.
I hope she feels grounded in her strength, energized by her capabilities, and absolutely certain that she can count on these pieces to support her journey.
Psych Insight: enclothed cognition shows that when we wear clothes with symbolic meaning, they shape how we think, feel, and act. By designing pieces associated with strength and defiance, KADA enables women to embody those qualities — feeling secure, energized, and ready to face whatever the day brings.
7. KADA is still evolving. What are you most looking forward to as the brand continues to grow?
Kassia: We're still a relatively young brand, and the most exciting prospect for me is expanding our reach so that more women can experience the comfort, versatility, and confidence that comes with wearing KADA. Ultimately, I want KADA to be synonymous with effortless style and conscious living. As we grow, I also hope that we can inspire other brands to design like we do – because there is true power in numbers when it comes to doing right by our planet. We’ve got to protect mother earth for the future generation!
Psych Insight: People connect most with brands that reflect their own values and identity. By aligning KADA with effortless style and conscious living — and aiming to inspire other brands to follow — Kassia is building more than a fashion label; she’s creating a movement women can see themselves in.
KADA is more than elevated essentials—it’s about how we move through the world, balancing work, family, friendships, and everything in between. By centering women’s real lives and values, Kassia has created a brand that offers women the tools to feel confident, secure, and supported every day. Explore the latest pieces and see how KADA can fit into your own story.
Images: Courtesy of KADA
Written by Sarah Seung-McFarland
Sarah Seung-McFarland, Ph.D., is a licensed psychologist with a specialty in fashion and design psychology, and founder of Trulery.
