I’m Asi Efros
Educator, Creative Director, Designer, Journalist, Speaker
I’m also a mother, wife, creative thinker, expert product developer, writer, and trend forecaster.
I love to explore new directions and work in different mediums.
My passion is to share what I know and inspire others to follow their big dream
What I Do:
Teach purposeful design
Promote slow-fashion brands
Host a podcast
I share my story because it's important for you to know: you can do it, too. You can have a life and career doing what you love. All you need is someone to show you the path.
Our stories matter, because they contain the transformation. There are no 'overnight successes'. We put in hard work, we make sacrifices and we consistently show up through it all. I share my story with you to show you what it looked like at the very beginning.
The fear, the imposter syndrome, the uncertainty. I've been there!
And I'm here to tell you:
"You can do it too!"
Throughout my 33-year career in fashion and lingerie design, I’ve enabled many designers to operate at their highest level and achieve their big dreams.
I know a thing or two about having BIG dreams.
Ever since we came to this country, I’ve been living the American Dream. Having immigrated in 1989 from the formal Soviet Union with my husband and 4-year-old son, I’ve achieved everything I wanted in my creative pursuit, career, business, family, and community. I traveled to 34 countries, held leading positions in various fashion houses, became an expert in many categories and disciplines of fashion, and had the privilege to mentor many talented young creatives.
In 2019 I stepped out of the industry to solely focus on educating designers in the ways of innovation, sustainability, and craftsmanship. Ever since, I’ve been a mentor, writer, speaker, passionate promoter of intimate apparel brands, and an advocate for slow fashion, eco-consciousness, and ethical manufacturing.
I invite you to join me on the journey of conscious and purposeful design.
"Learn to live and design with purpose"
How it all began
I remember being utterly intrigued by my grandmother's old Singer sewing machine, its moving elements, its sound, and the creations it produced.
I spent a lot of time with my grandma cooking amazing meals, embroidering handkerchiefs, sewing beautiful dresses, hand knitting, and growing flowers and vegetables in our summer garden.
Creativity seems to seep from her pores, and it's through her wisdom, willingness to teach, and gentle guidance that inspired my belief that my world had to revolve around being creative too.
"You are a creator, nourish your talent every day."
Becoming a fashion designer
Before I knew it, garment design became my dream and I've used every chance to enhance my skill. I took drawing classes, enrolled in sewing courses, and began making dresses for myself, my family, and friends when I was twelve years old.
I studied fashion design in St. Petersburg, Russia, and later enrolled in the Fashion Institute of Technology in New York, majoring in patternmaking.
After immigrating to the United States. We settled in Brooklyn. Six months later, my sewing machine arrived and I began to sew custom dresses for clients in my neighborhood. Trust me, it wasn't easy, but it moved me closer to my dream.
"Small everyday steps towards your goal add up to BIG progress over time."
Everything is difficult in the beginning.
I landed my first job as a temporary sample cutter at a dress-making company in New York in 1991.
During that time I was working from eight to six and attended evening classes at FIT four days a week. After coming home, I was finishing my clients' dresses until one o'clock in the morning. I barely ever slept. I had some time to spend with my son only on Wednesdays and Saturdays.
To make the long story short, twenty-five years later I left my position as a Creative Director and my six-figure salary to start my own lingerie brand.
Starting my own lingerie brand
When I decided to venture on my own, I had the design skills but needed to quickly learn how to produce, sell, and promote my brand because I no longer had the support system (designers, technicians, developers, sales reps, and marketing team) of the established fashion house. It was a very steep and difficult learning curve.
I remember the feeling of fear that consumed me for months. My line was ready and I needed to begin selling it. The dreaded day was finally put on the calendar. I remember being so scared of rejection that I cried all throughout my morning run. Despite the paralyzing fear, I loaded my entire line onto the minivan, collected quarters enough for 3 hours of parking, and set on my way to the City. I parked my car, walked into a luxury lingerie boutique with my line in hand, introduced myself, and pitched my collection non-stop for two hours.
I made my first sale that day.
"Fear is an indication of progress. Embrace it to make giant leaps."
"Any BIG change requires only ten minutes of courage"
My philosophy: everything is possible
Dreams tend to come true. As a creator, you have the power to manifest material things. All objects you see around you were someone's dreams and ideas.
Don't be afraid to dream big and take a leap into the unknown, whether it's making a gutsy career move or starting your business, or moving to another country. You will never be able to see the entire journey but will move closer to your goal one step at a time.
I've done it all and I'm here to tell you that you can do the same. I will help you learn how to persevere through the difficult steps, stay focused, and move from one achievement to the next.
"You can do it too! Become a creator of your career, business, and life"
It's never too late
Three years ago I've transformed my life once again.
I stepped out of the industry to focus on teaching and mentoring young designers, promoting slow-fashion lingerie brands, ethical manufacturers, and sustainable textile mills. I became a writer, speaker, and educator in the ways of sustainability and innovation.
I'm excited to say that I'm living my absolute dream.
I do what I love the most—teach and empower people to find the same success in their own careers, creative endeavors, and business, by doing what they love. This journey wasn't easy, but it was absolutely worth it.