Sustainability meets Fashion
Photos by: JOHN BURNS
Do a search for “modular fashion,” and you will find couture-style pieces that look like they came from the runway, rather than the average person’s closet. But thanks to designer Miranda Lorenz, Topeka fashionistas have an edge in getting a much more attainable brand of modular clothing (garments that have detachable pieces) that won’t require a bank loan.
Lorenz launched her clothing brand, Buhndi (pronounced BOON DEE), in September 2021. In addition to founder, she refers to herself as “Architect of Clothing.” Looking at her collection, you can see why. Buhndi consists of bases and blueprints. In her first collection, the base is a blouse. While it could easily be worn alone, hidden zippers beneath the cap sleeve allow the wearer to attach different sleeve options, or “blueprints.”
Lorenz kept the base simple to ensure it would hold up through various trends and seasons. But the blueprints are where Lorenz adds a bit more flair. By mixing and matching bases with blueprints, customers can create several different looks with only a handful of pieces. The versatility isn’t only a differentiator for the brand, it also ties back to Lorenz’s mission to give consumers pieces they can wear for more than five years, rather than the typical one to two.
“The modular concept allows for sustainability,” said Lorenz. “I wanted to create something that people would want to keep because they knew they could continue to transform the look of it.”
Embracing Instability
Launching during a pandemic wasn’t exactly intentional for Lorenz, but being furloughed from her job as a technical designer forced her tor eevaluate.
“I didn’t like that other people had control over my career, my income and my creative mind,” Lorenz said. “So, I thought, ‘I really should just start my own business.’”
As she pondered her next step, Lorenz thought back to an idea she had as a fashion design student at Kansas State University, where Lorenz said she learned to take a mindful approach to her work.
“Every assignment mademe think,” said Lorenz. “The fashion industry isn’t great for ourenvironment, people or animals.”
Lorenz first got the idea to create an eco-conscious brand while completing a school project. Intrigued at the idea of creating a line that offered a few staple pieces to serve as the basis for award robe, she created a digital collection. The concept stuck with her long after her final grade. But before Lorenz could revisit her idea, her furlough ended. Despite regaining the stability from her corporate role, she couldn’t shake the idea of being her own boss. So, seven months later, she left to pursue herdream.
Building Buhndi
Lorenz jumped right in, hiring a coach and taking to the Internet to search things like, “how to start a fashion brand.” One of her first tasks was selecting a manufacturer. Lorenz chose to partner with Robert Kaufman Fabric Co., a California company that offers the option to produce items in the U.S.A., where workers earn a living wage.
“I wanted my tags to say ‘Made in America,’” said Lorenz. “But sourcing pieces that are made here under fair working conditions are extremely difficult to find at a reasonable price.”
Sticking to her principles meant a higher price tag per garment, so Lorenz had to rethink her initial plan to launch with a full collection of tops and bottoms. Instead, she scaled back to a single blouse with two different sleeve options. Each sample garment cost $100 to produce, so Lorenz had to make strategic decisions to make sure her money wasn’t wasted on failed prototypes. It was price that influenced her to choose zippers to attach bases to blueprints, rather than buttons or snap tape (the buttons often used on onesies), which could take several costly rounds of trial and error to perfect.
Lorenz’s first order was 200 pieces: 1 style of blouse, 2 styles of sleeves, 6 sizes and 7 colors/patterns. Lorenz named the collection Bebé (a nod to Schitt’s Creek’s Moira Rose) because—surprise—Lorenz was pregnant with her first child in the midst of launching her first collection.
As she unpacked her first shipment, Lorenz felt the full weight of her investment.
“It hit me how much 200 pieces really is,” she said. “I had a mini panic about how I was going to sell it all.”
Building a Customer Base
Lorenz sold half of her inventory on the day Buhndi launched. While she has an e-commerce site, Lorenz said she makes the majority of her sales through pop-up events.
“I like to see the look on people’s faces as they take it in,” Lorenz said. “It’s almost like a guaranteed sale once people can see it, feel it and try it on.”
One area she had to adjust was price. After several customers commented that they couldn’t afford Buhnd, she lowered her price point to $42 for the base and $20 for each sleeve set. A lower price tag means Lorenz isn’t seeing as large of a return on investment, but she’s OK with starting small.
“I’m not here to make money right away,” Lorenz said. “I want people to trust in my designs first.”
Beyond Bebé
Buhndi’s phase two kicked into high gear this summer with the help of a team of interns. Taking her collection beyond Bebé, she is also introducing mid- and lower-priced tiers to her collection. While her garments will be sourced from different places, Lorenz still maintains that every piece can be styled together.
“At every price point, any woman at any age will be able to find something and feel beautiful with my brand,” Lorenz said.
While Lorenz had to scale back before launch, she’s now focused on slowly building out her vision. In addition to expanding her collections, her future plans also include someday having a physical storefront. Like her clothing, the concept for her in-person boutique has a twist. Lorenz envisions using an “open-kitchen” concept, where customers would be able to see real people making the clothes as they shop.
But for now, Lorenz is focused on her next step: an in-home studio for hosting her own shopping events. She realizes she has a long way to go before realizing her full vision, but for now, she’s OK with working through the unknown.
“It’s exciting,” she said. “I’m an organized chaos type of person, so it’s fun to daydream about where I see Buhndi 10 years from now.”
