Leading the Charge for Sustainability in Fashion, A Founder’s Story with Viktoria Kanar
Viktoria Kanar is the CEO and Co-Founder of Re-Fresh Global, a company that aims to reduce the carbon footprint of the fashion industry by turning textile waste into new materials and products. She is a trailblazing fashion producer and entrepreneur with a wealth of international experience in business development, marketing, and communication. Following a decade of working in PR and branding in the fashion industry, she realized how devastating this industry’s impact on our planet is, and together with her co-founder, fashion designer Revital Nadiv, Kanar has developed groundbreaking technology to turn textile waste into new materials and products, including a real perfume fragrance made from textile waste. Before this endeavor, Viktoria founded GeekChickTLV, an agency specializing in innovative fashion and tech productions in Israel and worldwide. Viktoria has worked alongside high-profile brands including LVMH, The Strauss Group, and Gindi Investments. She is passionate about finding ways to sustainably utilize textiles and live in harmony with the environment.
Tell us about your childhood and where you grew up
I grew up in Moscow and Berlin. My parents moved to Berlin when I was 10, requiring me to adapt to a new environment, including a different culture, people, and language. This experience motivated me to seek out a sense of community and led me to become interested in activism at a young age. I’ve always been fascinated by history and politics and have been sensitive to the needs of those less privileged. My own experiences growing up and having to start a new life in a foreign place helped me understand the importance of compassion and caring for others beyond just our material needs. As an adult, I always considered the “do good” notion to be a fundamental value in my life. After learning about the negative impact of the fashion industry on the environment and future generations, I began searching for ways to address the problem. This ultimately led to the creation of Re-Fresh. global, a platform that aims to create a sustainable and ethical fashion industry.
How did you get started as an entrepreneur?
My journey to entrepreneurship began during my high school years as a youth counselor at the Jewish community in Berlin. As I worked with the youth, I found myself becoming more engaged in the programs we were developing, and the age gap between myself and the youth I was working with became smaller. This led to an increase in the sophistication of the programs we were preparing, and I found myself constantly challenged to initiate high-level activities that had not been done before. These experiences became the foundation for my entrepreneurial spirit and continue to influence me today. After completing my education and extensive experience as a student leader, I continued my entrepreneurial journey as a PR and event producer. I was always searching for an environment where I could pursue my vision and different passions, without compromising on my ideals and values. This was always very important to me, even if it meant lower job security or higher professional challenges than what might be found in a more traditional professional network.
What is one business lesson you would tell a startup founder?
One business lesson I would tell a startup founder is to not limit yourself to just one piece of advice. Instead, seek out as many successful individuals as possible, and listen to the lessons they have learned. This can be incredibly valuable, as there are always helpful insights to be gained from those who have gone before you. While there may not be a free lunch in the world of business, there are many inspiring people who have already traversed the path you’re on and can offer valuable guidance. Make an effort to learn from them.
