Two ruling passions
The KLEED brand was founded by Carolina Guedes Cruz, a dynamic entrepreneur with two ruling passions in her life: fashion and wildlife conservation.
Carolina inherited both these passions from her family, who set the standards for all she does today. “Africa speaks to me in the most elemental way – I live in a state of heightened consciousness, of permanent wonder. Walking barefoot in the rust-red earth; losing myself under the star-filled indigo sky. Best of all, Africa fires my creativity in terms of prints, patterns, colours and textures”.
And so KLEED - the Afrikaans for “robe” - was born. Embracing today’s laid-back-chic lifestyle, KLEED’s pieces are swish, casual and quirky, taking sophisticated women effortlessly from a day at the beach to an evening party with friends.
Carolina´s Africa is ever-present: from partnering with local NGOs to protect the White Rhino; creating wildlife prints in rich Savannah hues; embroidering an African animal on every article; and the colourful Maasai beads on every clothing label.
Since then, Carolina’s travels have taken her to India, which has become a source of inspiration, in printing techniques and in themes for KLEED’s collections and conservation projects. By working with the local communities that produce KLEED´s collections, as well as partnering with renowned Indian artists, sustainability has taken on a new dimension.
For Carolina – whose professional experience includes working with renowned luxury brands such as Gucci and Alfred Dunhill - Fashion is an art form that draws inspiration from different cultures; yet its language is universal, and its messages resoundingly clear.