“If you’re not making mistakes, you’re not taking risks so make new mistakes. Just don’t make old mistakes, that’s the key.”

This is the philosophy of Ashley Freeborn, CoFounder/CEO of Smash+Tess and my guest on this episode of The Karmali Exchange. Smash+Tess is a clothing brand disrupting the fashion industry with stylish “everywear” ethically produced and manufactured in North America. They celebrate women with a thriving digital community that has a cult-like following. While building that community they surpassed $16.5 million in sales and were #8 on the Globe and Mail’s Top Growth Companies in 2020.

We talk about the power of social media, her strategy of “pivot hard and fail fast” and the silver lining of Covid. Ashley answers the million dollar question - how do you get so many celebrities and influencers to wear, promote and collaborate on your products?