From the family living room in California to the dressing rooms of international stars, three sisters with Iranian roots transformed a simple idea into a brand that combines minimalist design, quality, and a clear message of female independence.
The Fall and Rise of Naked Wardrobe
Fifteen years ago, long before online shopping was commonplace, the Kaviani sisters conceived an idea that preceded the birth of Naked Wardrobe. «Our first foray into fashion was 15 years ago, but we failed. We couldn’t launch our website and, as a result, had excess inventory,» recalls Shideh, the younger sister, who studied at the Fashion Institute of Design and Merchandising (FIDM) and now serves as president.
However, failure didn’t defeat them. Instead of giving up, they transformed that setback into an intimate shopping experience. They placed their inventory on shelves in their parents’ living room, baked cookies, and invited their entire California community to shop. It was a form of retailing born out of necessity and shared determination.
«We all took a step back because we were so disappointed and thought about venturing into our own paths and careers,» Shideh explains. But sometimes the universe has other plans. When one sister lost her job, that became the push they needed to reconcile their dreams.
The $7,500 bet that changed Naked’s workwear
With just US$7,500 and the experience they gained from their previous failure, the sisters decided to try again. This time they were different: more organized, more focused, and with a clear vision. «We learned from our first failures and knew what we wanted,» Shideh says.
The brand name tells a story of identity and purpose. They initially thought of » Kaviani LA » to pay homage to their heritage, but then went with something deeper. «We decided on Naked Wardrobe because we want people to feel comfortable in their own skin and for our clothes to reflect that and be the best version of themselves. The word ‘naked’ sounds so raw, uncensored, and minimalist,» Shideh explains.
As entrepreneurs in the fashion world, the sisters were intimately familiar with the gender inequality in their sector. «The fashion industry was heavily dominated by men. Over the years, we’ve continued to use our platform and speak out to bring this reality to light and encourage more women to pursue their most ambitious dreams,» Shirin reflects.
How Naked Wardrobe Prioritizes Real Women
What sets Naked Wardrobe apart isn’t just its commercial savvy, but also its deep understanding of women’s bodies and needs. Although they’re sisters, Shirin, Shida, and Shideh have different body types, and that became their greatest strength when designing.
«Everything became so natural and celebrated our bodies and the simplicity of the garment, making you feel a level of confidence you didn’t even know you had,» Shida says.
They revolutionized categories like jumpsuits and onesies, transforming activewear into ready-to-wear essentials. Their parents’ insistence on prioritizing quality over quantity became their guiding principle. This led them to develop their own textiles and form a dedicated team.
«For us, it was as simple as going beyond. As women, what we wear dictates how we behave. For us, it’s about how we help our customers navigate that journey. We want to be a lifestyle brand and be present in every moment,» Shida adds.
Naked Wardrobe is ready to change with the trends
Since their launch in 2012, the sisters have remained trendsetters, not followers. » We’re in a monochromatic phase,» notes Shirin, the eldest sister. «Colors like tops and skirts with red roses are ideal for layering and bring customers back to basic pieces, which can be integrated into a capsule wardrobe,» she adds.
Their intuition for trends paid off. This year they recorded 50% growth, a figure that demonstrates their ability to adapt to their customers’ needs. Although they initially operated in the fast-fashion sector, the sisters understood the environmental and social costs of overproduction. «As a direct-to-consumer brand, we highly value the quality and fit of our products. For us, getting an order isn’t enough; more important is how to retain that customer,» Shideh emphasizes.
Naked Wardrobe proves that sisterhood is an asset
Working with family could be a recipe for disaster, but the Kaviani sisters have turned it into their greatest strength. Each brings unique experience: one handles product development and marketing, another manages the brand’s human resources and sales, and the third oversees operations, technology, and design. Even their mother joined the team, taking over as CFO four years ago.
«We’re a family business where everyone plays a different role and has a different background,» they explain. Their parents instilled a foundation of equality that eliminated sibling rivalry and fostered a healthy professional dynamic.
«Disagreements are normal, but because we have different skills, we support each other. The beauty of being a family is having overlapping, yet distinct, knowledge that elevates our brand,» Shida concludes.
On global expansion and the future of Naked Wardrobe
Success hasn’t let them down. Naked Wardrobe is expanding its international presence in Europe and the Middle East , with plans to launch in Flannels department store in the UK in the second quarter and expand across Canada .
«We’ve been very deliberate about how we want to expand Naked Wardrobe internationally. Expanding into international markets will allow our overseas customers to experience, feel, and try our garments firsthand. This initiative will not only diversify our revenue model but also introduce Naked Wardrobe to a broader global audience, strengthening our brand presence worldwide,» they added.
With customer service as a priority, the sisters aim to implement a personal approach that celebrates femininity, confidence, and empowerment so women feel confident in themselves.
