Discovering My Threads: Shaping a Social Fashion Startup

Hi, I’m Ch’aska Kroes, a BA student in Communication and Information Sciences and a new Playground coachee exploring my own startup in fashion; Pacchamama. My idea brings together several threads—fashion, sustainability, and wool from my motherland, Peru—but how to weave them into a unique, impactful concept is a puzzle I’m still trying to work out.

This curiosity — and the desire to shape my thinking — brought me to Playground’s Community Outing, where I attended Broed Utrecht's Sustainable Fashion Masterclass with other UU students and Playground's community manager, Bianca. The event included presentations on storytelling and sustainable business models, a panel discussion, and a networking mixer. I went hoping to gather inspiration, explore possibilities, and see how others are putting sustainable practices into action.

The session focused on authenticity, credibility, and clarity in sustainable fashion communication. One concept that really stayed with me was the “circles of impact”—a framework mapping how your personal mission and values connect to your actions, your business, and the wider community and environment. It reminded me that good intentions aren’t enough—you need alignment at every level. If I want to work with Peruvian artisans, how do my sourcing decisions, communications, and support for the community reflect my values? How do the choices I make ripple outward in meaningful ways?

Being half Peruvian, this framework resonated on a deeply personal level. The wool produced in these communities isn’t just a material—it carries knowledge, traditions, and care across generations , for both people and animals. Each strand embodies heritage, culture, and craftsmanship. In thinking about authenticity and alignment, I realised that working with these artisans isn’t just about creating a product—it’s about honoring stories, values, and relationships that have been cultivated over generations.

I learnt so much, and have some other key takeaways that I'd like to share:

• Authenticity matters. Storytelling only works when it’s grounded in real knowledge, responsibility, and transparent action. If I want to highlight the richness of Peruvian wool, I need to show the process, the people, and the impact—not just use buzzwords.
• Clarity builds trust. Vague claims don’t help anyone. Concrete evidence—like certifications, lifecycle data, or clear examples of community benefit—makes sustainability real and credible.
• Longevity and quality are core. Reuse, repair, and designing products that truly last are exciting opportunities, but only if the products are genuinely well-made to begin with.

After talking with Bianca, our amazing community manager that joined us on the outing, I noted a few of her takeaways that enriched my thinking:

• Pick a focus and excel. Whether it’s sustainability, circularity, or regeneration, becoming deeply skilled in one area gives your work clarity and impact.
• Storytelling is a skill. Talita Kalloe, the speaker on “Sustainable Storytelling,” emphasised that communicating your story powerfully is something you can learn. Sharing your process, choices, and impact in a structured, authentic way builds credibility. (For more, see her book: Sustainable Storytelling)

One of the most powerful parts of the experience was going with the Playground community. Being surrounded by people I knew — curious, motivated, and eager to share — turned the session into something interactive. Listening to different perspectives, exchanging ideas, and asking questions I might have hesitated to ask on my own helped me see angles I hadn’t considered before. It wasn’t just about learning from presentations — it was about learning through conversation, discovering what matters to others, and thinking about how those insights could shape my own work. It made me reflect on my own project and ask myself: Who am I creating this for, and what meaningful change do I want to make for Peruvian artisans? How can I stay true to their craft, culture, and values while amplifying their voices responsibly? What lasting impact and story do I want people to remember from my start up?

Spending time with the community reminded me that entrepreneurship is far from a solo path. It taught, inspired, challenged, and connected me with people and ideas that pushed my thinking beyond what I could reach alone. I now feel a clearer, stronger sense of how to shape Pacchamama’s next steps. Follow Pacchamama on Instagram to stay updated as it takes shape.

I can’t recommend these outings enough. They provide inspiration, insights, networks, and a grounded reality check on what meaningful sustainability and entrepreneurship actually require.