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Business of The Month : March 2024

Updated: Mar 28

Interview with Teesi Durdina: The Sustainable Essence of Amazula Resortwear

Amazula Cover Photo

In this month's highlight for "Business of the Month," we delve into the remarkable story of Amazula, a brand that encapsulates the essence of sustainable fashion. Originating from the visionary mind of Estonian-born Teesi Durdina, Amazula's inception was inspired by a pivotal journey to Tulum, Mexico. This experience ignited a passion for creating a line of resort wear that not only exudes simplicity and elegance but also champions the principles of environmental sustainability. Teesi's ambition was clear: to establish a brand that offers a responsible alternative to the fast-paced fashion industry, marrying style with substance. As we explore Amazula's journey from an idea born on the shores of Tulum to its realization, we witness a story of determination, innovation, and the relentless pursuit of a greener future in fashion.

Interviewer: Teesi, your journey with Amazula has been truly inspiring, beginning with a trip to Tulum, Mexico, in 2017, and leading to the launch of a sustainable resort wear brand in London in 2018. Can you share what inspired you to take this leap into sustainable fashion?

Teesi Durdina: Absolutely. The inspiration came during my visit to Tulum. I was captivated by the natural beauty and simplicity of life there. It made me realize the importance of creating clothing that resonates with this simplicity and respect for nature. I saw a gap in the market for resort wear that was not only timeless and easy to care for but also made with sustainable practices at its heart. That's how Amazula was born.

Amazula clothing

Interviewer: Amazula stands out for its commitment to sustainability. How do you ensure your practices reflect this ethos?

Teesi Durdina: With Amazula, we're deeply committed to being mindful, purposeful, and conscious. We opt for organic materials, limit harmful chemicals by using natural coloring methods, and focus on reducing energy and water usage. Instead of following the fast fashion trend of producing new collections every season, we’ve embraced the slow fashion movement. We keep our bestsellers and introduce new items slowly. This approach allows us to focus on tailoring and perfecting the fit, making our pieces truly timeless.

Interviewer: Given Amazula’s global aspirations and dedication to sustainability, the decision on where to establish your headquarters must have been crucial. What led you to select Estonia as the home base for your international operations?

Teesi Durdina: Indeed, selecting Estonia was a significant and strategic decision for us. The country’s advanced digital infrastructure is a standout feature, offering flexibility for business management. This is vital for me, as my role requires frequent travel, and being able to oversee operations smoothly from anywhere is a necessity. Estonia enables just that, ensuring our team can handle everything from day-to-day administrative duties to secure transactions without a hitch.

Equally important was Estonia’s corporate income tax system, which encourages the reinvestment of profits. This approach aligns perfectly with our growth strategy, allowing us to accelerate development sustainably.

Interviewer: That sounds like a perfect match for your business model. Amazula is designed in France, expertly crafted in India, and shipped worldwide. How does this global operation align with your vision for the brand?

Teesi Durdina: Amazula is designed with a global audience in mind, blending inspiration from various cultures and landscapes I've encountered. Our design process begins in France, where each piece is meticulously planned to capture the effortless elegance and freedom of the resort lifestyle. We then bring these designs to life in India, known for its rich textile heritage and skilled artisans. This combination of French design and Indian craftsmanship ensures each piece of Amazula resort wear is expertly crafted with attention to detail and quality. Despite our global footprint, we maintain a commitment to sustainability at every step, from design to delivery. We're proud to ship our collections worldwide, allowing us to share a piece of Amazula's story with individuals no matter where they are.

Amazula model

Interviewer: Launching Amazula clearly involved strategic planning and understanding the competitive fashion market. How did you navigate these initial steps, especially in terms of determining your demographic and crafting your brand?

Teesi Durdina: Identifying our demographic was crucial. We knew we wanted to cater to environmentally conscious consumers looking for versatile, sustainable resort wear. Understanding our niche helped us focus our designs and brand messaging to meet the specific needs and desires of our audience. Crafting Amazula's brand wasn't just about creating a logo or a color scheme; it was about defining our mission, values, purpose, and vision. We wanted our brand to reflect the essence of sustainable luxury that can transition seamlessly from a morning at the beach to an evening party.

Interviewer: And once you had your products ready, how did you go about marketing and distributing your clothing line?

Teesi Durdina: Launching our business website was our first step towards marketing. It allowed us to tell Amazula's story in a compelling way, directly to our audience. We leveraged digital marketing strategies, particularly social media, to build awareness and connect with our customers on a personal level. This helped us create a loyal customer base that appreciated our sustainable approach to fashion.

Interviewer: The fashion industry is increasingly scrutinized for its environmental impact, including water pollution and the use of toxic chemicals. How does Amazula address these challenges to ensure its practices are as eco-friendly and sustainable as possible?

Amazula model

Teesi Durdina: You're absolutely right. The environmental footprint of the fashion industry is a concern we take very seriously at Amazula. From the beginning, we've been committed to not only minimizing our impact but also to setting an example for what sustainable fashion can look like. We've chosen to use 100% organic cotton with the GOTS certificate, which not only supports fair wages and sustainable farming practices but also significantly reduces the use of water and toxic chemicals in production. Our natural dyeing processes eliminate the need for harmful chemicals, addressing the very issue of water pollution and chemical use you mentioned.

Moreover, we are constantly looking for ways to reduce our waste and promote circularity within our operations. This includes recycling fabrics, utilizing biodegradable packaging, and encouraging our customers to think of fashion as a long-term investment rather than disposable clothing. It's a comprehensive approach, aiming to tackle the environmental issues from multiple angles, ensuring that our beautiful garments leave as little impact on our planet as possible.

Interviewer: Amazula's resort wear is available in some of the most picturesque locations around the world, from Bali to Ibiza, and Monaco to Mykonos. Could you share with us how your travels inspired you to select these beautiful locations for your stockists, and what it means for Amazula to be represented in these destinations?

Teesi Durdina: Traveling has always been a source of immense inspiration for me, not just in designing Amazula's collections but also in selecting the perfect places where our creations can be appreciated and purchased. Each location where Amazula is available has been chosen for its unique beauty and the lifestyle of the people there, which resonates deeply with the essence of our brand.

For example, the laid-back, yet sophisticated vibe of Bali, with its stunning beaches and vibrant culture, was an obvious choice for us. The luxurious and glamorous atmosphere of Dubai, Ibiza, and Monaco aligns with Amazula's timeless elegance, making places like Verde Beach in Dubai and Beachouse Ibiza ideal partners.

Selecting these locations was not just about finding stores but creating partnerships with boutiques that share our vision of offering elegant, sustainable resort wear to conscious consumers. Each of these destinations has its own story, its own vibe, and being able to connect with people through these places is truly rewarding. It's a reflection of Amazula's global appeal and our desire to make sustainable fashion accessible to a diverse range of customers who share our values, no matter where they are in the world.

Teesi Durdina

Interviewer: Lastly, Teesi, what advice would you give to entrepreneurs looking to integrate sustainability into their business?

Teesi Durdina: My advice would be to start with your core values. Let those guide you in every decision you make. Sustainability isn’t just a trend; it’s a responsibility. It might seem challenging at first, but with programs like e-residency Estonia, there are innovative solutions out there that can help you manage your business sustainably and efficiently. Always remember, the impact we have on the planet is in our hands.

Interviewer: Thank you, Teesi, for sharing your journey and insights with us. It’s clear that Amazula is not just a clothing brand; it’s a testament to the beauty of sustainable living and the power of digital innovation.

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