Asia Irving’s Mind Less Line Promotes Conscious Living Through Design

Asia Irving is making her mark on the fashion industry. She challenged her creativity after starting as a men’s wardrobe stylist, personal shopper, and designer in 2015. Now, she’s grown her business acumen and has launched a new a clothing line, Mind Less, with her business partner and brother, Kyrie Irving. Mind Less is a conscious community and clothing brand focused on creating both free-flowing clothing and environments that honor the mind. The collection and community places emphasis around the physical being feeling just as weightless and fluid as the mindset.

With nearly a decade of experience in the fashion industry as an entrepreneur, Irving is committed to creating clothing that inspires people to think twice about their shopping decisions’ impact on the planet while feeling connected to themselves. Throughout her career, she has embarked on multiple business endeavors within the industry, including her line Aseye Studio. As a multifaceted businesswoman, Iriving believes in the power of embracing one’s identity and collaborating with others to create innovative designs. She also acknowledges the challenges and opportunities of being a Black woman in the industry.

Forbes spoke with Irving about what it takes to create a fashion brand in fast fashion, balancing motherhood and business, and breaking down barriers in the industry.

Designing With Intention

Lydia T. Blanco: Tell us about your journey to and within the fashion industry.

Irving: I’ve always enjoyed fashion as an observer of fashion. I joined as a stylist and worked my way up. I graduated from Temple University with a degree in business and accounting, but I knew that was not my path. However, I wanted to expand my fashion knowledge; so I went on to the Fashion Institute of Technology. I wanted to study the industry and learn more about the fashion business. That pivot made room for my ultimate goal to create a lane for myself that incorporated both business and creativity that was dying to come out.

Blanco: What was it like breaking into the fashion industry – and how do you stay at the top of your craft as someone who has had multiple ventures within your industry?

Irving: It wasn’t easy in the beginning. Having a brother in the league sometimes felt like I was experiencing a double-edged sword because some people didn’t take me as seriously as other stylists within the industry. I had to do my due diligence to form relationships and put the hours into my craft. There are a lot of details that go into building a look that I learned to respect and have admiration for. I was blessed to meet so many people willing to sit down and talk to me so that I could learn from them. That’s the beauty of community and finding good-hearted people with different perspectives.

I stay on top of my game by practicing it as much as possible, whether by building looks, sketching, or traveling to meet new people and find inspiration.

Conscious Designs To Promote Conscious Living

Blanco: After establishing multiple fashion brands, what inspired the formation and launch of Mind Less?

Irving: Mind Less is a brand on which my brother and I have collaborated. The inspiration draws from how we both lead our lives. We need to lead from a space of clarity. Through Mind Less, we can create from a blank canvas, make the visions and ideas that come to life, and tell these different stories using our lives as inspiration.

Blanco: How long did it take to go from ideation to production – and then to the market?

Irving: It took about a year and a half. I’m a very intentional person, and I don’t like to put anything out there without being detailed. Figuring out the name was the first part. My brother and I met, took out a poster board, and just wrote down words. It was such a beautiful and fun process. That’s the main reason why I love collaborating with Kyrie. We’ve done this since we were kids. So, to do this in adulthood and respect each other’s craft, we should value what we bring to the table as we do business and bring designs to life.

Blanco: How did you come up with the designs for Mind Less?

Irving: People are constantly on the go – and we wanted to pull from that as inspiration to create clothing to support that lifestyle. Our collections are all about the details and simplicity. We’re intentional about where we draw inspiration from our roots and different styles across different cultures.

Blanco: Sometimes in business, there is a counter-narrative that often discourages people from going into business with family. However, there is also the other side, where families experience success. How has being in business with your brother helped you grow and shape yourself as a businesswoman?

Irving: As an observer of what my brother has gone through within his industry, I respect him tremendously. He is very empowering and speaks affirming words to me. We lean on each other for support and trust. As siblings and business partners, that trust and respect shape us and what we produce. His mission in life is to empower those around him. His support allows me to express myself and create freely.

Trust The Process

Blanco: What have you learned about managing a team as you produce your visions?

Irving: It’s all about trust. Things don’t always work out with everyone all the time. Leaning into each other’s strengths, honoring them, and finding people passionate about their work is essential. You can see it come across in our visuals and our quality of work. That’s what helps move the business forward.

Blanco: What have you learned about yourself through looking within, as a businesswoman along this journey, and creating the Mind Less brand?

Irving: I learned about the beauty of time and connection – and leaning into yourself to see your capabilities. I have a deeper understanding of how precious time is from creating this collection while simultaneously preparing for the life-changing experience of becoming a mom.

Blanco: I am often impressed by how motherhood springs women into another level of knowledge of self and attention to detail. As a new mother who gave birth to a newborn and a business, what advice can you give women on a similar pursuit?

Irving: Take your time. There’s no rush to come back. If you would like to honor your time to be a new mom and enjoy that, you should do that. Being a mother and in business is the best of two worlds in many different aspects. You become a new mom and this new woman. So, embrace that new woman that you become. Lean into her and trust yourself. Give yourself grace and time to embrace these new qualities you’ve developed.

The conversation has been edited and condensed for clarity.