From London to Kenya, Joanna Maiden has built more than a fashion factory. She has built a model for what ethical, people-first business can look like in practice. In this interview, she shares how SOKO Kenya has grown from four employees to 150, why she refuses to compromise on values, and what it really means to use fashion as a force for good.

Discover what happened when I went over a year without buying a single item of clothing. No challenge, no announcement, just a quiet decision rooted in sustainability and alignment. In this article, I share how that choice reshaped my relationship with fashion, clarified my values, and deepened my approach to personal branding.