Matsze, inspired by the German word for mazes, is a revolutionary fashion brand redefining the shopping experience. Founded by a former data scientist, the brand blends timeless, versatile designs with inclusivity, catering to diverse body types. Speaking to Fibre2Fashion, Founder Aisha Kheradi explains how the proudly Indian brand embraces cutting-edge technology and small-batch manufacturing to minimise waste and champion local artisans.
What do you think are the most significant trends shaping the design and craftsmanship industry today, and how can businesses adapt to stay relevant?
Technology is reshaping the industry, particularly through AI integration, which is transforming how businesses operate. AI enables brands to optimise inventory, predict trends, and enhance customer interactions, creating a seamless, data-driven experience. Equally important is offering a unique shopping journey paired with exceptional customer service and community building. By fostering connection and ensuring a memorable experience, businesses can stay competitive and relevant in a rapidly evolving market.
With the growing demand for personalised and artisanal products, how can brands balance scalability with maintaining a handcrafted touch?
Scalability without compromising craftsmanship requires hybrid manufacturing models. For instance, automating basic tasks while reserving intricate detailing for skilled artisans ensures both efficiency and authenticity. Transparent communication about these practices helps maintain consumer trust.
Matsze is inspired by the German word for ‘mazes’. How does this concept of a maze influence the brand’s philosophy and design aesthetic?
At Matsze, the idea of a maze symbolises exploration, intrigue, and discovery. We aim to spark curiosity and deliver a mind-bending fashion experience through our visual language and clothing. Our designs play with asymmetry, geometric illusions, and unconventional patterns to mirror the unpredictable paths of a maze. The result is clothing that challenges norms while offering a playful yet sophisticated edge. To enhance this experience, we are also launching a one-of-a-kind, mind-bending card game.
Matsze emphasises fine craftsmanship. Could you elaborate on the processes and materials that set your products apart?
Fine craftsmanship is the heart of Matsze. We collaborate with skilled artisans who excel at balancing precision with creativity. Each piece undergoes meticulous hand-finishing to achieve intricate geometric patterns and surface embellishments. We source premium fabrics, often combining contrasting textures to create unexpected tactile experiences. This dedication ensures every garment is both visually striking and impeccably made.
Matsze focuses on creating an immersive, mind-bending fashion experience. Could you describe what a customer might feel or experience when they engage with your brand?
Engaging with Matsze is like stepping into an artistic labyrinth. Our customers often describe feelings of awe and intrigue. Whether it is discovering hidden details in a garment’s design or interacting with our mind-bending card game, the experience is immersive and thought-provoking. Our goal is to transform the mundane act of shopping into a memorable fashion event.
How do you balance timeless design with the need for innovation and uniqueness in each garment?
We achieve this balance by grounding our collections in classic silhouettes while infusing them with innovative elements such as asymmetric patterns, optical illusions, and experimental fabric pairings. Timelessness comes from thoughtful design and high-quality materials, ensuring longevity. Innovation ensures that each piece feels fresh, distinctive, and aligned with our brand’s bold vision.
Small-batch manufacturing is a key aspect of Matsze’s sustainability efforts. How do you ensure this approach remains both practical and impactful?
Small-batch manufacturing allows us to reduce waste and maintain exceptional quality control. By producing limited quantities, we closely monitor demand trends and increase production for items that perform well. Practicality comes from engaging directly with customers to create pieces they genuinely desire. The impact lies in aligning this model with sustainable practices and partnering with ethical workshops.
Technology is often underutilised in the fashion industry. How has your background in data science influenced Matsze’s use of cutting-edge technology?
My data science background equips Matsze to leverage analytics for smarter decision-making—for instance, using data to determine optimal production quantities. Additionally, we use CAD software to create precise patterns, minimising fabric waste during the cutting process. By integrating technology, we are able to create smarter, and innovative fashion processes.
Can you share any upcoming projects or expansions for Matsze that you are particularly excited about?
We are thrilled to launch a unique and mind-bending card game that is as fun as it is unpredictable. Entirely black and white, the game revolves around themes of fashion, unpredictability, and illusion, mirroring our brand’s intrigue. Action cards keep players on edge with their unexpected outcomes, making every move feel like a gamble. It is a playful, immersive experience that challenges perceptions and delivers the same mind-bending thrill as our fashion collections.
How do you see the future of the design and craftsmanship industry evolving, and how is Matsze positioned to adapt to these trends?
The future lies in blending tradition with innovation. As technology advances, craftsmanship will evolve to include digital techniques like AI-assisted design. Matsze is well-positioned with its emphasis on artisanal quality and openness to technological integration. This dual approach ensures we stay relevant and ahead of industry shifts.
How is technology, such as AI or 3D printing, influencing the future of craftsmanship and product design?
AI is revolutionising how trends are analysed, and designs are conceptualised, while 3D printing offers precision and reduces material waste. These tools enhance creativity by allowing designers to experiment freely. As Matsze grows, we are excited to incorporate these technologies into our process.
How does the Indian cultural context and craftsmanship inspire or shape Matsze’s collections?
Indian culture is a treasure trove of patterns, colours, and techniques, which deeply influences Matsze. We reinterpret traditional motifs through a modern, geometric lens, ensuring global appeal while staying rooted in authenticity. Collaborating with Indian artisans adds layers of cultural richness to our designs, making each piece a blend of heritage and modernity.
In a globalised market, how can brands from niche sectors maintain authenticity while appealing to diverse audiences?
Authenticity comes from staying true to your core values while adapting to local tastes. For Matsze, this means maintaining our unique aesthetic while collaborating with artisans to incorporate regional elements. Storytelling plays a crucial role in bridging cultural gaps and creating universal appeal.
What are some innovative practices or materials that the industry can adopt to reduce its environmental impact?
The industry can adopt zero-waste design principles. Practices like on-demand manufacturing and using AI to predict consumer preferences can also minimise waste. At Matsze, we utilise CAD software to create precise patterns, enabling smart fabric cutting that significantly reduces waste during production.
Lastly, what advice would you give to someone looking to start their own design-focused business in today’s competitive environment?
Stay authentic to your vision and invest in building a strong narrative around your brand. The market is crowded, but a unique story can set you apart. Prioritise quality and transparency, as today’s consumers value integrity. Most importantly, be open to learning and adapting; innovation is key to staying competitive.
Interviewer: Shilpi Panjabi
Published on: 03/01/2025
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
