The Brand Brief: Jena Tang & Forward Basics
SHOP THE LOOK
Cropped Hoodie | Joggers | Boots | Blazer | Sunglasses
Hey, y’all! I’m so excited to introduce you to the JENA TANG brand today. Her story is amazing and she was so kind as to send me a set from her new Forward Basics line that launches today! Not only does Jena make stylish and chic pieces, but she is also focused on women-forward initiatives and building a community of supporting women. When Jena reached out on Instagram about her new basics line and the motivation behind that brand, I knew I wanted to interview her for my new series, The Brand Brief.
In this series, we’ll chat with brand founders about their stories, why they get up in the morning and the determination they all seem to share. Before we get into the interview with Jena below, I want to take a minute to share more about Forward Basics and the JENA TANG brand.
“Forward Basics are elevated basics, ethically made and designed with quality, comfort, and style in mind. Premium essentials that are designed for every wardrobe and style. Timeless, better basics crafted to be worn season through season.”
Here, I’m wearing the jogger and cropped hoodie in black. It also comes in a beautiful sage green color. During 2020, I really understood the importance of good basic pieces in my wardrobe as I pretty much lived in them that year. Not only is quality important, but versatility. I love that Forward Basics can be worn alone, styled with other elevated pieces like a blazer, or worn separately. The line also features accessories like hats and socks.
Now, a lot of people can make quality pieces and have chic, cool branding. But where JENA TANG really caught my attention was how they build that brand and the mission behind it. The clothing is designed in Canada and made in New York City and India where they spent months sourcing the right factory that shares their values for ethical manufacturing, social responsibility, and sustainability. They are an ethical factory that is committed to reducing their carbon footprint, from solar energy roofs and LED lighting to elevated dry lines and recycling water. They're also proudly run by female production managers who share our passion for the finer details.
I had the chance to interview Jena on her brand, the new basics line, and her overall outlook on being a designer and female-forward mission. Check it out below!
Tell us how you started JENA TANG and why the mission of female-forward is so important to you.
I've been in fashion for 8-9 years but have always been designing for other companies. I love being creative, and fashion just happens to be my favorite medium. I've always dreamt of creating my own label, but am also deeply passionate about creating with intention - whether that's ethical production, sustainability, thoughtful designs, or social impact. JENA TANG was born out of a desire to create but with all these aspects in mind.
The female-forward mission is both extremely important and personal to me. The fashion industry is notorious for being exclusive and extremely limited and myopic in how they perceive beauty. It's also one of the largest sources of waste, consumption, and unethical labor and I had to change this.
I believe in my girlfriends and the women in my life so much but so often hear of the doubt that society and they have placed on themselves. How can I change the way they perceive what is possible? How can I change this perception for women everywhere? I took a deep dive into the challenges women and girls face when it comes to reaching their full potential and decided I wanted my brand to be all about lifting women up - whether that's through inclusive design and language or donating resources to organizations that are literally creating opportunities for women who are less fortunate.
There's so much I want to do for women, I could just go on forever.
Share something about starting your company that most people don’t know.
Most people don't realize I am a one-woman operation! I literally do everything myself - design, marketing social media, website design, customer service, production. I also have two full-time jobs aside from JENA TANG. The past 3-4 years have been a lot of flights back and forth to NY and LA, looking for the right manufacturer, unpacking product out of my kitchen, writing thank you notes on my office floor - all in the midst of my other full-time jobs.
Have you always wanted to be a designer? What did you want to be when you grew up and what have you done in between?
Yes! I'm emotional just thinking about this. I've been doodling clothes and making paper dolls as early as 5 years old. I always kind of thought it was a pipe dream and still can't believe any of this is real.
I actually went to school for fashion design and merchandising and have been in fashion ever since. I freelance design now for other brands, as well as manage fashion e-commerce sites for other companies, but am hoping to pursue JENA TANG full time in the next couple of years.
In 5 years, I hope…
To have a grant or scholarship program that can provide micro-business loans for women and young girls.
By then, I hope JENA TANG will have a full basics line that spans into coats and premium wardrobe staples.
I really connected with JENA TANG because of your mission of #FemaleForward. What brands really resonate with you in regard to their mission and values?
There are so many! I love Girlfriend, Cuyana, Sezane, Mate the Label. I also love the transparency behind Everlane.
What advice would you give women reading this who are wanting to start something new?
Gosh. Go for it! The fact that we only get one lifespan is both heartbreaking and beautiful. I genuinely believe that women are capable of anything they fight for.
Describe JENA TANG in 3 words.
Empowering. Intentional. Elevated.
You can only wear 3 things for the rest of your life. What are they?
This is mean lol. I would have to say a pair of black jeans, a racerback tank, and a great coat.
Tell us more about the give-back side of JENA TANG. What organizations are close to your heart and why?
Because we're so small, we've been selecting organizations that are supporting women in current issues. Recently, we've donated to the Indigenous Women's Fund in Canada and Black Women in Motion. I'm passionate about organizations that are advancing females forward, especially communities that face discrimination and inequity. I'm also passionate about providing education for girls as well and building schools is a long-term goal of ours. (It is wild saying any of this out loud!)
I'm still trying to find a single organization that we can partner with so that we can have a greater impact together.
JENA TANG started with dresses. What made you want to create a basics line?
My style and wardrobe are built from good basics. I personally invest in good staples that I can wear year to year and update with trendier pieces.
As a slow fashion label, and out of a desire to become more sustainable, it just made sense to design high-quality basics that are timeless. I believe in buying less all while buying better pieces that transition season to season, year to year.
Thank you so much, Jena for sharing your story with me and for leading such an impactful and inspiring brand. I’m so honored to have you on the Brand Brief! Be sure to follow JENA TANG on Instagram at @shopjenatang.