Interview with Deepthi Chandran Joyau, Founder | Only Ethikal

Seamless Xtra’s Micah Edwards interviews Deepthi Chandran Joyau, Founder, Only Ethikal. 

 

Sustainable, Ethical, and Local: How Only Ethikal Is Changing Fashion in the Middle East

1. What inspired you to start Only Ethikal’s sustainable journey, and what does “ethical fashion” mean to you personally?
In 2018, I became more aware as a consumer. I learned that everything I was wearing was made in sweatshops, using harmful materials and chemicals, and that my polyester clothes would remain in landfills for the next 200 years. This was alarming. I felt embarrassed—how could someone who has always advocated for humanity and loved nature so deeply not know this?

My quest for sustainable fashion began there. I realized there weren’t many options in the region offering sustainable fashion in a mainstream space. That’s when I came across some amazing brands from India, using traditional and handcrafted techniques to create ready-to-wear modern designs for everyone. These brands had great products but lacked access to the right audience, which inspired me to build Only Ethikal.

The audience in the GCC region, though still developing in terms of awareness, has always been interested in unique, high-quality products. I’ve come to understand that local women in our region have embraced sustainability in fashion long before it had a name.

Today, the fashion industry employs around 430 million people globally. For me, ethical fashion means that these 430 million people are paid a living wage and provided with respectful working conditions. No child or adult should be exploited to make fashion cheaper—it is simply inhumane. Beyond that, it is crucial that the materials and processes used do not harm the planet, as these leave a lasting impact on our environment.

2. How do you view the future of digital commerce for purpose-driven brands?
Our goal is to provide access to the tools in digital commerce that allow us to sell products that are genuinely high-quality and made by people who care about the planet. The technology already exists but is often inaccessible due to adoption costs. Many purpose-driven brands are homegrown and lack the finances to access such tools.

This is where a platform like Only Ethikal comes in. By using a marketplace approach, we help purpose-driven brands reach a larger audience while allowing them to focus on creating great products. Digital commerce has enormous potential to support these brands—if they can access it effectively.

3. What regions or demographics are showing the strongest appetite for sustainable fashion, and are you noticing shifts in how consumers approach sustainability in the Middle East?
The USA remains one of the largest markets for sustainable consumption, followed by the UK. However, the GCC has evolved significantly in recent years, with Saudi Arabia leading the region. As mentioned, Khaleeji women have long sought natural materials, and many tell us, “I don’t want polyester”—we tell them they’ve come to the right place.

There is a growing demand in the region. While the market is still relatively new, there is purchasing power. If your designs and pricing are right, you will find an audience here.

4. What advice would you give to other entrepreneurs looking to build a purpose-driven brand in the digital world?
Focus on storytelling and content—this is something we learned later in our journey. Ensure your website is optimized so AI tools can read it, as many people search for references using AI. Building a blog section can help attract organic visitors.

Also, remember that customers are smart and increasingly aware. If your product isn’t genuinely purpose-driven, calling it so won’t fool anyone. Let your product, mission, and story naturally find their market.

 

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