I sat down to chat with Jina Cappo, the founder of sustainable fashion brand JCthelabel, about the inspirations behind her brand, the challenges of running a sustainable small business, and her future plans.

Jina is a Chinese-American sophomore studying Sociology at UCLA. She started the Shanghai-based JCthelabel in the summer of 2020. Her most recent clothing line, the Earth collection, was released in August of this year.

Olivia: What inspired you to start JCthelabel?

Jina: “I have always been inspired by the way my mom dressed in her clothes from the 90s and 2000s. My personal style evolved into what was very different from what the most accessible fast fashion brands were selling in Shanghai. As I grew more aware of how fast trend cycles impact the environment, I felt obligated to consume less fast fashion and I wanted to create pieces that I knew I would never get tired of wearing!”

O: What does being ethical and sustainable mean for your brand?

J: “To my brand, ethical means that anyone involved in any part of the clothing production process is paid well. I prioritize fair pay for the workers above my own profit margin. Sustainability means production on a small scale with limited quantities of each piece.”

O: What is the most challenging aspect of running a sustainable small brand?

J: “Sustainability for a fashion brand, especially a small one, is very difficult to navigate. I believe that the most sustainable way a fashion brand can operate is by using recycled fabrics. For a small brand, the cost of sustainable fabrics are high and not as accessible on a small scale. This is the main challenge I have had – growing my brand unsustainably so that I can afford to be sustainable in the future.”

O: How do you ensure that your production practices are ethical?

J: “I am very close with the production team of JC. I have visited the manufacturing site multiple times and I make sure that I can see exactly how my clothes are being made.”

O: What do you think needs to change in the fashion industry for it to become more sustainable?

J: “I think that under capitalism it will be extremely hard for the fashion industry to move towards sustainability due to fast fashion corporations who are fixated on profit and as a result ignore the environmental dangers of mass production. I think that consumers who have the means to shop consciously should do so. Shopping consciously includes buying from smaller brands (which are usually more expensive so only if you have the means to), or supporting brands who are using recycled materials.”

O: What was the inspiration behind your latest collection, the Earth collection, and how did this translate into your designs?

J: “The color palette of the Earth collection was inspired by the neutral, muted tones found in nature. The designs are inspired by the juxtaposition of nature - simplistic yet intricate, effortless yet captivating.”

O: What are you currently working on?

J: “I am currently working on a new swim collection where I will be making all the samples by hand. When my production was in China, the cost of sample making was much lower so now I am taking up the challenge of doing it myself.”

O: What are your hopes for the future of JCthelabel?

J: “I definitely want to expand into using sustainable materials for all my pieces once I have the means. So far all my packaging is sustainable and all my pieces are designed to be durable and not just a trendy piece that will be worn once. I am intending on keeping my production on a smaller scale and releasing collections with thought and care to avoid following fast fashion trends and cycles.”