Angela Luna's Journey with ADIFF Revolutionizing Fashion through Sustainability and Social Impact

Angela Luna is the creative force behind ADIFF, a groundbreaking fashion brand dedicated to championing circularity and sustainability in the fashion industry. By transforming waste materials into new products and employing resettled refugees in Athens, Greece, ADIFF sets a compelling example of how fashion can drive positive change. We had the pleasure of connecting with Angela to explore her creative process and her journey through the world of fashion.

Born and raised in Beverly, MA, Angela's passion for design was nurtured by her architect parents. From a young age, she was captivated by the arts, particularly fashion—family stories often recall her sketching clothing designs as a child. After graduating as valedictorian from a small all-girls Catholic high school, she took her aspirations to the next level by attending the Parsons School of Design in New York City, where her foundation in fashion design solidified and flourished.

Angela's commitment to a career in fashion was unwavering, with dreams of attending Parsons since fourth grade. However, she never anticipated launching her own brand immediately after college. The enthusiastic response to her senior thesis encouraged her to embrace the opportunity. At just 22 years old and with little experience in business, she took the leap into entrepreneurship, and three years later, ADIFF has grown into an international company focused on using fashion as a vehicle for social impact.

Throughout her journey, Angela has encountered various challenges, especially in establishing ADIFF's operations in Athens. Her goal to integrate resettled refugees into her supply chain faced significant bureaucratic obstacles. The registration process for her business in Greece involved navigating complex requirements, often necessitating her presence in Athens to complete necessary paperwork. While these experiences were anxiety-inducing and time-consuming, Angela’s determination to stay true to her mission has led her to overcome these hurdles, further reinforcing her belief in fashion as a means of creating meaningful change.

Is there one “rookie mistake” that new entrepreneurs keep on making? What is it? Did it happen to you?

I’d say that every day I make some sort of a mistake that I’d count as a “rookie mistake,” but they’re inevitable. Each of these mistakes is an opportunity to learn- and so far, I’ve definitely gotten a great education.

What challenges have you faced in your career?

I've encountered numerous challenges along the way! Most recently, establishing the Greek branch of ADIFF in Athens presented significant hurdles. From the outset, I was committed to employing resettled refugees in our supply chain, having them craft the very clothes we sell. However, we were taken aback by the amount of red tape involved in formally registering the business. Unlike in many places, the registration process in Greece requires everything to be physically signed, stamped, and delivered, which added layers of complexity. There were moments when it felt easier to hop on a flight to Athens just to sign a document rather than navigating the appointment process at the Embassy in New York. Although we've successfully overcome these obstacles now, the experience was undoubtedly challenging, anxiety-inducing, and time-consuming.

What is one thing you find to be true that most people would disagree with?

This is kind of the reverse, but everyone always says that you should get a job and work for a bunch of other people before you start a business. But really, starting a business after 30 years of experience is still equally as hard as starting a business right out of school. At a Parsons alumni event, I had people who worked in fashion for years coming up to me and asking for tips on how to start a business. Creating a business is hard, no matter what your experience is, and absolutely no one knows what they are doing.

What are some pros and cons of having (or not having) entrepreneurial parents?

My dad has had his own architecture firm since I was born, and he is always giving me advice. He has good intentions, but sometime he man-splains. He doesn’t want me to make the same mistakes as him, so sometimes he comes off too strong.

How as being an entrepreneur affected your life? How did it change the way you think about life?

Being an entrepreneur has definitely changed the way I see the world and interact with other designers. When you are used to focusing on just the creative, it’s easy to forget that design is a business. You have to have a unique product, and a hell of a lot of marketing. Creativity is necessary, but first and foremost, business is business.

Do you believe that there is one specific formula for success? What does it mean to be a successful business owner?

One of the hardest things for me with being an entrepreneur is that there are no concrete steps, or guidelines, or even roadmap to success and getting started. If you can get people to rally behind your idea, so much that they invest their time, effort, or money in it, then I believe that is a successful business.

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