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The stylist shares her best sustainable products.

Dana Roski is a stylist and co-founder of WALD, a Berlin based concept store that Dana launched four years with Joyce Binneboese with the aim to highlight new design talents from all around Europe. Dana’s experience within retail came early, working in her parents bio-wholesale market as a child. Later on she studied retail management and worked at Fendi and The Corner Berlin. In the future Dana is planning to do more styling (currently she styles one of the most successful singers in Germany, LENA) and expand the WALD concept further.

This week, Dana talks to Make it last about style and sensibility.

How would your mom describe your style? 

– She would just shake her head since she doesn’t understand what I wear at all. Last time when I visited her she wanted to drive me to my dinner because she didn’t think I could walk in my very high-heeled shoes.

Most revolutionary fashion memory? 

– When I was very young, maybe 6 or 7 years old, and the people in my school where laughing and pointing at me because of my outfits. This is when I understood that taste is different and that I might have a quite ”special” style. Now, 25 years later I consider this moment as the beginning of my love for fashion, even though it was hurting a bit.

In what way is fashion present in your life?

– It’s present in my life in many ways! I work as a stylist and next to it I run a fashion store in Berlin. I could never imagine to not have a fashion based job or hobby.

Have you somehow customized a garment that you already own? 

– Haha, good question. I do it all the time. I am a stylist and if I don’t find what I want, I sew it. Also, for my shop I started to design and make our own jewelry, the WALD collection. Its so nice to work with your hand, especially if you are in front of your computer all the time.

What’s the best advice about how to live life in better balance with nature that you’ve ever been given?  

– Be in the nature and have a closer look. If you see how much it takes for a tomato to grow, you would never throw it away if it’s not 120% fresh.

Give us a few practical tips on how to make our lifestyles more sustainable! 

– My favorite quote about this topic is by Vivienne Westwood: “buy less, choose well”. It’s so true. We need so little actually, if you choose well you can survive almost your whole life with it. My oldest chair is almost 20 year old and my oldest pair of shoes is almost older. And I am not thaaaat old 🙂

What is your best sustainable product? 

– I still use the same almond oil as my parents, my brothers and sisters made 30 years ago. My parents used to have a bio grocery shop during my childhood and they used this oil in their job. It’s made in the south of Germany, all ingredients are bio and they even have the same packaging as 30 years ago.

What do you wish became easier when it comes to fashion and sustainability? 

– I think we are on the right track in Europe. Here it’s chic to be sustainable, that’s the first step. But the biggest problem is stil to find designs that are 100% sustainably produced. But people are very aware about the topic, especially in the luxury industry. More and more people are asking where the label is produced and where the fabric is from. That’s a good sign and I am sure some brands will take the advantage of it.

Who is your style icon? 

– My business partner Joyce Binneboese, I don’t know anyone dressing like her.

Favorite fashion-person on Instagram? 

Leandra Mendine.

One minute in the elevator with Stella McCartney, what would you say?

– I would ask her if she has a favorite fairytale book for her kids, and if she sometimes reads for them when they are going to bed.

Who would you like to spend one minute in an elevator with if you could choose anyone? 

– I would love to meet Iris Apfel in the elevator and have 30 seconds to have the closest look on her style as possible.

For frequently updates from Dana, follow her on Instagram: @waldberlin


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