Jasive Fernández, to create his own clothing brand during the pandemic to expose in Dubai

I decided to study administration but fashion was always a parallel side that I took in my professional life.I learned it since I was a child, says Jasive Fernández, at the beginning of his talk with money in image.Jasive is the creator of the clothing line that bears his name, a project that began during the pandemic and that, despite the world conditions, has positioned himself with great success, to the degree that it will be part of the representation of MexicoIn the Dubai Expo, in November.

It was really a hobby.I didn't even see it as a business project but it was where I spent my free time, Jasive started what would later become his international life and business project.

Jasive Fernández is originally from Guadalajara, Jalisco, graduated in business administration at the Tecnológico de Monterrey.Throughout 20 years, it has formed 10 companies from various areas, including those of the real estate sector, customer service consulting, corporate risk management and textile industry.

He is currently a partner and international director of the Spanish brand of Dresses Niza, has developed an experienced career in the world of fashion, opening market in countries in Europe, the United States, Arab countries and Asía.This is how he came to this place and positioned the Mexican style worldwide.

I met Nice as a customer, walking in the streets of Madrid, it seemed to me that it was a differentiated product and as an entrepreneur you have a vision to identify which is a product that can be different from the rest.I looked for the brand and told him that I had always dedicated me to fashion in Mexico and that I could propose a marketing project.

Raise a small maca and make it international

It was a challenge because at that time it was a small, familiar company, who had never made an internationalization agreement, so I took charge of practically everything, from the international brand registration, the special labeling to import, and from therestart looking for distribution in the country.I was also responsible for going to the United States and Arab countries, in addition the brand is already in European countries.

How was Jasive brand starting in Pandemia

We all enter crisis.We closed the factories, but I realized that in Mexico we could do something, so we started to take stock.

I remembered that I had time proposing to my partners to open a production line in Mexico, so I told them, I think the moment is now, because I have time.It was a logistics challenge because we were working from our homes, we had to move equipment, distribute fabrics.Generate a production but at a distance.

I had to look for strategies to move forward our product, with the willingness to be flexible and reinvent the processes to work at a distance.

We started with something very small, but the first production lines were sold immediately and also caught the media attention to do so at the time of pandemic.

A brand with a fixed position in sustainability and social responsibility

I have very clear that one of the missions that we entrewing is positively impacting society.The fashion project had to be with an approach that has characterized my professional history and I decided that when I created something in Mexico I was going to have two aspects, that it was ethical fashion and sustainable fashion.

In addition, resignify the work of women and all people, with adequate conditions, fair payments, respect for the person.

My proposal was to propose a timeless fashion, that the client does not wait for me trends because if they expect trends, they think that once the season passed, you have to discard what they bought.I seek that what they buy has the flexibility of being used in several stations of the year so that what compres is an investment and not an expense.

Jasive Fernández will be part of the Mexico group that will be presented, from October, at the Dubai Expo, an international platform that enters innovation, on this occasion, and design and fashion will have a leading role that will celebrate the talent of our country.