InterviewsScene
The fashion industry is one of the world’s biggest polluters, responsible for more annual carbon emissions than all international flights and maritime shipping combined. For example, producing a single cotton shirt requires approximately 3,000 liters of water. In addition to the enormous waste of drinking water needed for clothing production, the impact of fast fashion also extends to air and land pollution. However, the greatest price is paid by the oceans, as the textile industry releases microplastics and chemicals that settle on the ocean floor and are absorbed into the food chain, causing serious harm to marine ecosystems.
All of these damaging effects, combined with a deep love for nature and fashion and an endless well of creativity, inspired young Dora Škarić to launch her own brand, DoOrSea. Born and raised on the island of Brač, this designer and creator decided to prove that we can be stylish, nurture our personal style, and care for the environment at the same time.
“Buying less but investing in quality pieces, washing clothes properly, choosing eco-friendly materials, and shopping at vintage or second-hand stores are some of the ways we can make our style more sustainable,” says Dora. “More and more sustainable brands are emerging that operate transparently and aim to minimize their environmental impact through different creative solutions.”
One such brand is DoOrSea. In addition to using eco-friendly and recycled materials and producing limited small collections, this brand takes sustainability a step further by using the patchwork technique, which minimizes waste by incorporating even the smallest fabric scraps into the production process. This technique not only promotes sustainability but also contributes to the distinctive style of this young brand, creating cheerful and colorful patterns by stitching together various pieces of fabric.
“In the world of DoOrSea, fashion and care for the planet are intertwined and inseparable,” says Dora. “My mission is to raise awareness about sustainable fashion, to inspire and encourage others to become part of the change. Even the brand’s name carries a message: Do (take action) or Sea (stand by and let the ocean pay the price). Combined, it becomes ‘Dorsi,’ which is also my nickname,” the brand’s founder explains.
You graduated with a degree in Communication Studies and worked as a journalist. How did you come up with the idea to start your own brand, and what inspired you?
During my studies, I started working in public speaking and later as a TV journalist and presenter. At first, I found the field very exciting, but over time, I realized I missed having a creative outlet. Toward the end of my studies, I decided to enroll in a sewing course and quickly discovered that working with my hands brought me immense fulfillment. I knew I wanted fashion to become more than just a hobby.
Clothing has always been a form of self-expression for me, and once I became aware of the fashion industry’s impact on the environment and society, it gave me an extra push to learn to sew and design. And so, I transitioned from journalism into the completely new world of fashion. Everything I learned during my communication studies now helps me in shaping and promoting my brand.
From a young age, I watched my grandmother, an excellent seamstress, who taught me my first sewing skills and passed down her love for craftsmanship and beauty. In elementary school, I also attended sewing classes with Mrs. Katija, who generously shared her knowledge with the children of Postira, my hometown on the island of Brač. Although high school opened up new perspectives and temporarily pulled me away from creative work, it seems that my love for creating never truly disappeared.
What does your creative process look like, and how long does it take to create one DoOrSea piece?
Creating any DoOrSea piece requires a lot of patience and many hours of work. The usual process of cutting and sewing involves first designing a pattern, laying it onto the fabric, cutting out the pieces, and then sewing them together into a finished garment.
However, when working with the patchwork technique, the process begins with numerous small and a few larger pieces of fabric. These fragments must be carefully cut, matched, and stitched together to create a new, large enough textile surface. Only after that can the traditional pattern-making and sewing process begin.
Even though it sounds like a lot of work — and it is — I believe the effort is absolutely worth the final result. Having all those fabrics, colors, and patterns spread out in front of me always sparks a fresh desire to create something unique and special.
Can you tell us more about the materials you use and how you source them?
Cotton fabrics are my primary choice, as the patchwork technique requires materials with similar properties to ensure they join together properly and create a final product that is not only cohesive but also breathable and comfortable to wear.
I source my materials in various ways — I buy leftover fabrics from tailoring salons that would otherwise throw them away, and I often find fabrics in second-hand stores, which sometimes offer unused textile pieces. When purchasing new materials, I make an effort to choose those produced locally, as I believe Croatian manufacturers offer exceptionally high-quality cotton, and by supporting local businesses, I further contribute to sustainability. Even these materials can be considered recycled, as every leftover piece created during the making of one item later finds its place in another design.
What can you tell us about your current collection? What inspires you when creating new pieces?
Right now, I am designing and making pieces for the summer season. I’ve already introduced some hats in different variations, and soon I will be adding colorful tops, unique ties, and much more.
I’m also preparing a special line called DoOrSea Home&Fashion, which I will present at a stand in Postira, from June 15 to July 9. Along with fashion pieces, visitors will be able to find handcrafted textile plant holders and other home decor items.
Inspiration comes from everywhere — from the colors of nature, small everyday details, even from the people I meet. What excites me most about the entire process is combining colors and patterns into something that tells a story and feels authentic. When something is created with my own hands, every piece becomes more than just a product — it becomes a part of me, which sometimes makes it hard to part with certain creations.
Who is DoOrSea designed for? How do you imagine the people who wear your creations — where do you see them, in what kind of moments?
I would say DoOrSea is meant for everyone, although that might sound unusual to some. I believe fashion shouldn’t have age boundaries or rules about dressing “appropriately” for your age. Everyone should wear whatever makes them feel their best at that moment. My creations are for anyone who loves color, patterns, and self-expression through clothing, regardless of age. The style is casual, and could be described as street fashion, so I imagine people wearing DoOrSea on the streets, at festivals, while traveling — anywhere they can stand out from the crowd with their authenticity and vibrant colors.
Where can people find and purchase your pieces, either online or in person?
So far, orders have been handled through Instagram, via direct messages. Starting in mid-May, all available items will be listed on Etsy, where customers will be able to browse the collection and place orders easily. Besides the stand on Brač, I also plan to exhibit at several popular flea markets in Zagreb that promote sustainability and the slow fashion movement.
Anything else you’d like to share?
I encourage everyone to embrace a world where fashion has soul, and recognize the need for fashion and nature to coexist in harmony. For those who haven’t yet, I recommend watching the film The True Cost.
Dora Škarić reminds us that fashion can be meaningful and encourages us to embrace our untapped creativity, as we never know where it might take us. Through her brand, DoOrSea, Dora expresses herself with vibrant designs, and in collaboration with INSITE, she’s gifting you her signature colorful bag. To participate in the giveaway, simply follow the instructions on our Instagram post.
