We were lucky to catch up with Ashima Giri recently and have shared our conversation below.
Hi Ashima , thanks for sharing your insights with our community today. Part of your success, no doubt, is due to your work ethic and so we’d love if you could open up about where you got your work ethic from?
I owe my work ethic to my family, especially my parents. When I was three, we moved to India so they could embark on their entrepreneurial journey, launching a company specializing in Project Management. Growing up in that environment, I was constantly surrounded by their entrepreneurial spirit. I witnessed firsthand the relentless hustle and determination it takes to pursue something you truly believe in.
Whenever I encounter challenges, I often reflect on their journey, which never fails to inspire me to keep pushing forward. My father always encouraged me to pursue a more traditional and secure career path—like becoming a doctor, lawyer, or engineer (yes, the classic stereotype). However, no matter how much I tried to follow those routes, I always found myself drawn back to the brand I’m passionate about.
Learning to have unwavering belief in something, even when the odds are against you, has been one of the most important lessons in my life. Honestly, my dad shouldn’t be surprised by my choices—I’ve clearly inherited my entrepreneurial drive from him.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Hi, I’m Ashima Giri, the founder of DONTDIECLOTHING, a brand I launched in 2018 to promote Mental Health Awareness and Suicide Prevention through the lens of streetwear fashion. Fashion is a universal language—something we all engage with daily, allowing us to express who we are in countless ways.
DONTDIECLOTHING was born out of my personal struggles with depression and suicidal ideation, and it has become a platform for others to connect and find strength.
One of the things I’m most proud of is being a South Asian woman representing both the fashion industry and the mental health space. Growing up in the U.S. after moving back at 13, I’ve seen how the media often portrays us as boring or uncool, and I’m thrilled to be part of breaking that stereotype.
I couldn’t be more excited about our upcoming drop, ‘Metamorphosis: Phase II,’ set to release on October 27th—fingers crossed, everything goes as planned. The meaning of the drop is embedded in its name. It symbolizes the personal metamorphosis we all undergo to become our true selves. While this collection marks a new direction for us, it remains deeply connected to what our community loves.
Yes, it’s a pullover hoodie, and yes, it’s going to be worth it.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
The three most impactful qualities I’ve found essential are having a love for the game, learning to trust your gut, and knowing how to adjust. Creating and running a brand is not a simple task. There will be days when everything feels stagnant, no matter how hard you work, and progress seems elusive. The lessons you learn along the way can be tough and sometimes costly, but if you don’t have love and respect for the game, you won’t see your vision through.
Trusting your gut is vital. You’ll encounter countless opinions on what you should or shouldn’t do, but ultimately, you need to trust your instincts and stay true to your vision and art.
The third key is learning how to adjust. This means being willing to set aside your ego when something isn’t working and being open to learning from others. Flexibility and the ability to pivot are crucial. Learning from others’ journeys can be incredibly beneficial, offering insights and strategies you might not have considered on your own. In the end, it’s about balancing perseverance with adaptability to keep moving forward.
The best way to cultivate these qualities is through experimentation, real-life experiences, observing others in your industry, and learning from everything along the way.
Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?
Absolutely! We’re always excited to collaborate with emerging musicians because music and fashion go hand in hand. We’d love to see DONTDIECLOTHING; featured in music videos and worn by artists who resonate with our brand. If you or someone you know is interested, reach out to us via Instagram or email, and we’ll see if we fit:
Insta: @__dontdieclothing
Email: [email protected]
Contact Info:
- Website: https://dontdieclothing.store/
- Instagram: https://www.instagram.com/__dontdieclothing/
- Linkedin: https://www.linkedin.com/in/ashimagiri/
Image Credits
1. Waterberryworks
3 and 7. Orion XV
so if you or someone you know deserves recognition please let us know here.
