Watch the full conversation between Shirin, Shida and Shideh Kaviani and Fashionista Associate Editor and Social Media Manager Brooke Frischer on The Fashionista Network.

For sister trio Shideh, Shida and Shideh Kaviani, their entrepreneurial journey goes back to their childhood years, when they ran a lemonade stand. 

As Shida recalled, they’d pump out freshly squeezed lemonade for a reasonable 15 cents a cup. In other words, they sold high-quality products at an affordable price. Today, they apply that exact principle to their clothing brand Naked Wardrobe.

Joining forces to create the apparel label took some time, though: Shideh had a career in lingerie production and manufacturing; Shida landed jobs at Getty Images and Capital Records, and Shirin worked in corporate. While working at their respective jobs, the sisters tried for the first time to come together to launch a business, but, long story short, it never fully got off the ground.

Following the 2008 recession, they thought about giving entrepreneurship another go. So in 2012, they launched Naked Wardrobe, a clothing line specializing in “sculpted streetwear.”

Early on, the brand had a great support system: “Being born and raised in the Valley, and working and having connections and just everyone really supporting each other, it felt like the whole city supported us,” Shideh told Brooke Frischer live on The Fashionista Network. (Watch it here!) “That created a lot of word [of mouth] and traction.”

It also helped that the brand’s product offering filled a white space for affordable, quality, form-fitting, elevated basics. As Shida explained, Naked Wardrobe’s sculpted apparel rids women of the need to wear shapewear as an underlayer; the brand’s basics offer that “snatched” look.

“When you wear tight clothes, you want to feel comfortable [..] you don’t want to feel insecure,” Shida said. “Us making basics was about making women like the power of what basics can do to your body. For us, having you know the comfort of not having to wear multiple layers to feel amazing in your clothes, that’s really key for us.”

Thirteen years later, Naked Wardrobe has established a large industry presence: It’s been worn by the likes of the Kardashian sisters, Ariana Grande and Selena Gomez. It recently underwent a rebrand, too, pivoting its product strategy to make more refined designs and creating a new e-commerce website in partnership with Shopify.

During the show, the sisters further discussed scaling the business, the importance of leaning on one another and how they’re navigating tariffs. Plus, hear their advice on how emerging designers can utilize the digital landscape for growth in the full interview here.

This conversation was hosted on The Fashionista Network powered by interactive media platform Fireside, where viewers get the chance to participate and speak directly with industry figures. Learn more about The Fashionista Network here.

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