Founded by Ayesha Mustafa, mentor and sustainable business expert, Everyday Phenomenal is wearable positivity and comfort for today's women.
About The Brand: Everyday Phenomenal
Stylish, affordable and sustainable. The newly launched womenswear brand, Everyday Phenomenal, is rooted in Ayesha Mustafa's experience and expertise in ethical fashion over the past decade.
EP's goal is to make women feel phenomenal, inside and out, with the lovingly crafted collection of garments that empower the day-to-day. Ayesha’s mission is to bring more attention to how well-made, thoughtfully designed, ethically made clothes can empower women to feel their best, to feel positive and supported, through comfort and superior craftsmanship.
Everyday Phenomenal is designed for busy eco-conscious, dynamic women. Each piece has been made using the finest quality, durable OEKO-TEX Standard 100 Certified eco-friendly fabric. The small batch collection includes minimalistic, everyday wardrobe essentials including t-shirts, luxurious tracksuits, culottes, jumpers and a casual dress. The garments are designed in a complementary colour palette of red, pink, black, white and cream, putting ease into decision-making for busy, contemporary women looking for a sustainable option that does not compromise comfort and style.
Ayesha adds: “EP combines style, comfort and positivity to promote a philosophy of self-love and mindfulness. Through our collection, I want to remind women they are counted and powerful, so that they can look and feel wonderful – everyday.”
Positivity To Wear With The Circle of Feeling Good
As well as using the highest quality, buttery-soft fabrics to nurture and comfort, Everyday Phenomenal has created an online wellness hub, The Circle of Feeling Good, which provides a daily dose of support to keep women feeling strong, motivated and mindful every day.
In addition, the garment’s care labels are adorned with artwork and inspirational messages. They also come with a QR code which can be scanned to unlock feel-good support. From self-care advice to meditative exercises and inspirational quotes, promising to help women everywhere embrace a conscious, mindful and positive lifestyle.
Meet The Funder: Ayesha Mustafa
The heart and mind behind the brand is Ayesha Mustafa, a pioneer in sustainable fashion and social entrepreneur with a wealth of experience as a sustainable business consultant, mentor and speaker on women’s empowerment.
Ayesha’s journey into ethical matters began when she flew to Bangladesh at the age of 16, after months of extensive research on the Grameen Foundation. She interned for the Grameen Check, a project to revive the handloom industry of Bangladesh, a skill that was under threat because of mass production. During her internship, Ayesha’s fascination grew as she watched the previously disheartened weavers gain confidence, become entrepreneurs and take life into their own hands.
After graduating and working at Pepsi UK as a Retail Marketing Manager, Ayesha embarked on her life project, founding her first ethical business, Fashion ComPassion, in 2011: a network of small and marginalised communities all over the world to promote and bring their quality accessories to the attention of a wider audience.
With passion and ethos at the centre of what she does, Ayesha commented on her new brand, EP: “I believe that wellness is a big opportunity, but is untapped in the UK when combined with clothing. I am extremely passionate about creating a brand that empowers the customer and helps them live a better life. I have always been passionate about creating joy in women’s lives, which is why I founded Everyday Phenomenal.”
For clothing that makes you look and feel good, browse Everyday Phenomenal's collection on the official website.
