Fatimah El-Rashid

Fatimah El-Rashid


We’re an all-female team who developed shade with the intent to disrupt the power dynamics between consumers and the brands they shop. Fashion companies know that consumers play a key factor in determining the market, which is why digital marketing accounts for a substantial part of their total budgets. And it’s for these reasons that we identified the avenue through which shade can make the most impact -- through the consumer’s eyes. shade's core goal is to empower consumers to make more sustainable fashion choices that have long-term impact on the environment.

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