AI-driven Sustainability in Fashion – with Samira Salifu of Masari Tech

In this episode, I talk with Samira Salifu, co-founder & CEO of Masari Tech, a rising fashion tech startup with a powerful mission to make shopping smarter and more sustainable.

Samira shares her unexpected journey into tech entrepreneurship, the vision behind Masari Tech, and how AI is transforming sustainability in fashion. We discuss how AI analytics and test-and-react strategies enable more accurate demand prediction, helping companies reduce waste and overproduction, as well as how personalization is enhancing the shopping experience. 

We also explore the challenges of balancing university and a startup, the importance of self-development and the power of now, and key advice for aspiring entrepreneurs navigating the tech space.

Don't forget to subscribe, rate, and share if you enjoy this episode.

Work with me: https://calendly.com/luxe-ai/discovery-call-15min

Transcript

Julia Lach (00:02)
Hello and welcome to a brand new episode of the Luxe AI Highlights, the podcast where we explore cutting edge trends at the intersection of high-end brands in premium and luxury and innovative technologies as well as leading exciting interviews with pioneers and innovators in the industry. Today we have a very special edition. I'm thrilled to be joined by Samira Salifu, co-founder and CEO of Masari Tech,

Samira (00:23)
Okay.

Julia Lach (00:30)
a rising fashion tech startup with a powerful mission to make shopping smarter and more sustainable. In this episode, we'll dive into Samira's journey, Masari Tech's mission and

the role of AI in driving sustainability in the fashion industry. Plus, she will share some valuable insights for aspiring tech entrepreneurs and on Juggling University and startup life. Let's get right into it. A warm welcome, Samira. Hello.

Samira (00:58)
Thank you so

much. Hi, that was so lovely

Julia Lach (01:01)
Let's start with your background. Can you tell us a little about yourself and your journey? Did you always know you'd end up in tech or was there a particular moment that sparked your interest and steered you into this direction?

Samira (01:16)
Hi Julia´s listeners, I am Samira Salifu and I didn't know I was going to end up in tech. I was always known as the family doctor. So I started as a pre-med major and one day I just realized that I did not want to end up in the hospital for long hours. I wanted to work for myself. I wanted to

make an impact sooner rather than later. So I ventured into tech because I had some background in it. My brother is actually in tech so he was always showing me the ropes of how things work, the new technologies and it was very interesting but because everybody thought I'd be a doctor I pushed it to the side. But after I made this realization I found out that I was really good at tech and

I ended up as a computer science major. So after I ventured into computer science, I knew I wanted to have my own business, particularly in fashion because that's a passion for me. And it's also like a personal connection between me and my mom. So it just drove me to do something in that niche that I can have a connection with her and also something that I love doing.

Julia Lach (02:40)
That's really cool. And also like quite interesting, like the shift from medical studies to tech, like it's a whole different world. But I have the feeling that you really found your purpose there, that you feel very comfortable in the tech world. Great.

Samira (02:48)
Yeah.

I do. I do.

It's a fast growing industry. And it pushes you to learn.

Julia Lach (02:58)
Definitely.

Indeed. have to keep up with the trends and you have to constantly continuously learn and stay updated on trends, which is not everybody's like piece of cake, but some people really do enjoy it. Nice. I truly see that. you co-founded Masari Tech while still being a student.

Samira (03:06)
Absolutely.

Yeah. At least we're there. And I'm one of them.

Julia Lach (03:22)
That's really, really impressive. what inspired you to take that leap into the world of fashion tech? You already gave us a bit of an insight there. But was it a specific problem or gap in the industry that made you think, this is something I need to solve, I can have an impact on?

Samira (03:40)
in fact, my passion for sustainability stems on from an early age. I was the vice president of the United Nations Club in my high school. we always used to run events to educate people on the SDGs, the 17 sustainable development goals. So I knew

Julia Lach (03:50)
Mm, cool.

Samira (04:00)
about this from an early stage and we would always incentivize events so people can actually rack their brains to find solutions to solve at least one of the SDGs. So it was something I fell in love with from an early age and the way fashion came into it was like I mentioned, I love fashion and I always thought to myself, how would I make an impact to the world?

in a way that I love and knowing that when I do what I love, I'll keep doing it. Because if you do something you don't love, you tend to feel tired. So I realized it was fashion after my mom passed. I hated that I had to find out after she passed, but I think it happened for a reason. So after she passed, I was looking for ways to reconnect with her and that's where fashion came in. So I

Julia Lach (04:53)
that's beautiful.

Samira (04:54)
Thank you. So I combined my passion for fashion to my passion for sustainability to build something like this, to build the fashion tech startup.

Julia Lach (05:02)
Hmm.

Amazing. And it's really the perfect combo. And so sorry for your loss, but it's beautiful how you´ve woven that experience with your mother into your business. Really beautiful.

Samira (05:16)
Yeah.

Thank you.

Julia Lach (05:20)
So balancing studies and a startup is tough, I suppose. Building a company while managing your life must come with its fair share of challenges. Like when I think about my student days, I was pretty much a full-time student. in my semester breaks. I did minor freelancing jobs or, you know, small jobs here and there just to get a bit of pocket money. But what you're doing is very different. How do you juggle both?

Samira (05:25)
Yes. Yeah.

Yeah.

Yeah.

Julia Lach (05:46)
And what's been the biggest lesson or toughest obstacle you've faced so far?

Samira (05:51)
It's a struggle. That's not a lie. It's a huge struggle, but I believe in the power of now. There's no time like the present. Being able to leverage the student buzzword is something that would drive you and put your foot in places where you would never believe you can get to. So because if you're outside of school, people wouldn't have that

empathy or wouldn't be more open to share stuff with you or be open to helping you. I'm leveraging my time as a student to get me to places I know when I graduate it would be hard for me to get there. I wouldn't have the resources, I wouldn't have professors to help me out. Professors have this pool of, they have a pool of network that can help you

exponentially and like I said I believe in the power of now I'd rather do it now than later and know that at least I did something while I was in school to boost my future self so that's that's what motivates me to keep going but yes it's a struggle I'm still trying to manage my time very well

Julia Lach (06:42)
Mmm.

Samira (07:06)
So far the little things I've picked up is making sure I schedule my day to day before. So before I go to bed, I put down what I need to do at 9am to 10am. I time block certain times to study because school is just very important. I want to graduate with a good GPA and with my degree. So I make sure I time block.

Julia Lach (07:15)
Mmm. that's cool.

Mm.

Totally understandable.

Samira (07:33)
certain times to my family and friends and to my co-founder but the biggest challenge initially was doing everything on my own. I initially had this idea two years ago but I was doing this on my own and I wasn't really actively looking for a co-founder but when I realized that I needed somebody I can actually see us launching by the end of this year because she has been such a huge help.

Julia Lach (07:38)
Mm.

Mmm.

Mmm.

Samira (08:01)
Rukaya, if you're listening to this, you're such a blessing in my life. And that's what's helping me navigate the challenges so far. So, amen.

Julia Lach (08:11)
I

totally understand. So you needed somebody to push you a little, somebody to accompany you on the way, totally feel that. Definitely. Just to keep yourself motivated. it definitely helps when you have somebody on your side.

Samira (08:18)
Yes. Yeah, there's a lot to handle.

Yeah.

And one person that actually motivates me is this business woman, Emma Greedy. She has four kids and she has co-founded four businesses. So if Emma can do this, then Jugglin School and my one startup should be fine. So Emma Greedy is the level I want to reach and grow from.

Julia Lach (08:36)
Mm-hmm.

You

Mmm. Yeah.

Samira (08:56)
So I just,

Julia Lach (08:56)
I see.

Samira (08:57)
yeah, she motivates me a lot.

Julia Lach (09:00)
that's amazing. Like when you have somebody to look up to, some idol in your life that helps you shape your future self Makes total sense. Amazing. Really, really cool. And also what you said about time management. It took me like... I'm still not completely there, but it took me quite some time to learn that. Like to make...

Samira (09:08)
All in her footsteps.

Yeah, yeah.

Julia Lach (09:21)
Block time also for family, friends, for fitness, for health, which is very important and what also shouldn't be neglected. This is really cool that you start doing that while being a student, like that's really impressive, amazing. So tell us a bit more about Masari Tech. What's the story behind Masari Tech's vision to promote sustainability and fashion through technology? And what kind of impact do you hope?

Samira (09:23)
Yeah.

Thank you. Thank you.

Julia Lach (09:46)
to create.

Samira (09:47)
Okay, so like I said before, I was the vice president of the United Nations Club in my school. So that has played a pivotal role in being able to shape Masari the way it is and promote sustainability. So I really want to make an impact in the sense that when I leave this world, I will still have my footprint. I want to be able to inspire young girls who look like me or

any girl at all to not be afraid to step in spaces where people say they don't belong. I want to be the person, like I said, to inspire others. And Misari Tech is what's going to help me. Misari Tech is a fashion tech startup that promotes sustainability by helping brands make sustainable and more responsible choices in sustainability because

We don't know if by the end of 2030 we're going to have to buy oxygen. We don't know that. And the way things are going, if we don't start now, start doing something now, we might as well just brace ourselves. And we don't want that.

Julia Lach (10:47)
Mm.

True.

Yeah, true, better sooner than later. That's right.

Samira (10:58)
Yeah, exactly.

And we don't want that. And we need to hold people accountable. They claim that they're doing something, but it's usually on the surface level. We need to...

Julia Lach (11:01)
Mm. True.

Samira (11:10)
hammer the practices on them and to show that you're actually doing something to help drive sustainability in the planet and to, in fact, people follow the footsteps of bigger brands. So if a big brand isn't taking sustainability very important, then the others wouldn't follow suit. So we just need one brand, at least one brand to make

that spin and then others you just follow suit.

Julia Lach (11:42)
Yeah, so you want to start small and like keep the snowball effect. Really cool. So moving on to the next question. AI is transforming industries across the board and fashion is no exception. From material innovation to circular fashion there's so much potential.

Samira (11:48)
Exactly,

I'm so excited.

Julia Lach (12:04)
How do you see AI reshaping sustainability efforts in fashion? And what excites you most about the future of these innovations?

Samira (12:04)
huh.

So AI love. I don't know why people are scared of AI, but it's a tool. People need to start learning how to use it. AI is not just enhancing efficiency. It's also a crucial enabler of sustainability and fashion, helping brands transition towards a more responsible and less wasteful industry.

Julia Lach (12:21)
Mmm.

Mm-hmm.

Samira (12:37)
I'm super excited about AI powered analytics that will help brands predict demand with greater accuracy. I'm also very excited about personalization because we need personalization in shopping. I am also very excited about what do we call it? Like AI will help brands implement flexible.

Julia Lach (12:53)
Hmm.

Samira (13:03)
in season purchasing tools and models, for example, test and react and that way they don't have to overproduce and they can produce in smaller batches so they can know what the customer actually wants. I think this brand Aloe Yoga, they did that. It's not out there publicly, but I think they did that with one of their colors, sweet pink during Valentine. They produce like a very limited

Julia Lach (13:09)
Mmm.

Mm-hmm.

Okay?

Samira (13:27)
batch and then it got sold out. You couldn't find SweetPink anywhere. So I think they did the test and react to see how customers will actually react to the color and it did really well. So I think more brands need to do that and AI is just going to make it easier for people to predict what customers want.

Julia Lach (13:32)
Mm.

Mmm.

Really nice use case that you just mentioned. I also find it quite interesting, like what you mentioned in the beginning, that you're not scared that AI is a tool. Maybe there's also something like the generation, I think you're Gen Z, is that right? Like you grew up with the technology, it's just like a given. Maybe there's also something why you're...

Samira (13:49)
you

Hahaha!

Yeah.

Julia Lach (14:08)
not afraid because people are, I don't know, older generations like usually tend to be a bit more precautious or I don't know, bit concerned exactly. So it's really nice that you have that attitude and that you also like inspiring people to use it as a tool, not to be afraid and just to understand it as it is.

Samira (14:14)
Yeah, trepidatious.

Yeah, is. Yeah.

Julia Lach (14:30)
I have to ask, the name Masari is quite unique. Is there a story behind it? How did you come up with it and does it hold a special meaning for you and your team?

Samira (14:33)
Thank you.

Absolutely. So funny enough, it took me about six months to come up with this name.

Julia Lach (14:45)
It can be hard I completely get that.

Samira (14:49)
so many choices but none of them really resonated with what I wanted to say what it didn't resonate with my story and I knew I wanted it to signify my journey because I've lived multiple lifetimes in just two decades but I wanted it to represent my past my present and my future so it will represent my path and all the the

Julia Lach (14:56)
Yeah.

Samira (15:16)
the failure, successes of experience. So my path, I was thinking, hmm, my journey, my path. So I started looking up names that represented, that meant my path or my journey. And I found Masari. And funny enough, if you play around with the words, you get Samira. So it's like, this is perfect.

Julia Lach (15:42)
This is so cool. I really love that. I really love that. It's really, it's really meant to be.

Samira (15:49)
Exactly!

That's where the name came from. Just to represent my best. Thank you!

Julia Lach (15:52)
They're really cool. They're really cool.

So AI is of course evolving at lightning speed. What are some of the, generally one of the most exciting AI trends in fashion or in general, like sustainability related or otherwise that you think will make a real impact in the coming years? And are there any particular trends, advancements that you're

Samira (15:56)
Yeah.

I'm sorry.

Julia Lach (16:15)
particularly excited about to explore at Masari Tech.

Samira (16:19)
Yes, so we're excited about personalization and being able to take off the overwhelm from people when they're shopping. And so that's what Masari Tech is doing right now. We're trying to help brands move excess stock.

Julia Lach (16:22)
Mm-hmm.

Mm-hmm.

Samira (16:36)
and sell it at an affordable price to customers while it's still quality. And usually we know that brands either incinerate their excess stock or dispose them on landfills. They handle them carelessly. And we want to step in, use AI for the good reasons and know that we'll be able to handle what they can't.

Because the EU is also implementing a policy where brands need to account for the excess stock and report for them. So they won't be able to burn their excess stock anymore. And that's what Missari Tech is trying to do right now. We are at the stage where we're building, we're perfecting the product, and then we'll launch by the end of this year, God willing, and we'll be able to help brands by the end of this year so they won't have to go through

the pain that the EU is implementing next year.

Julia Lach (17:31)
Really cool that you make such good progress in short time. I'm really excited. I keep my fingers crossed that the launch will be possible by the end of the year. But you're working hard, very busy. So I think there is no chance that you're going to miss that deadline.

Samira (17:35)
Yeah.

Yeah.

Yeah.

Julia Lach (17:49)
So, I heard that Masari Tech was selected for the Foundess Accelerator program out of 700 plus applicants. Huge congratulations there, that's a fantastic achievement. What does this opportunity mean for your company? And is there also a mentor involved? Is that right?

Samira (17:57)
Yeah. Thank you.

Yes. So first question that you asked, Masari Tech is hoping to get investment from investors and Foundess is the platform that's going to elevate that for us. Foundess is a community of exceptional founders. They found that there's only 2 % of women founders and they're trying to fill that gap exactly.

Julia Lach (18:30)
Wow.

Samira (18:33)
So being able to be a part of that initiative is more than all I could ask for. It's very, it's wholeheartedly something I would want to do. Because if you're a part of that 2%, it would only inspire other women to keep building businesses. And then that 2 % can grow to 10%. So if also the founders program, they have this caveat.

where when you get to, when you make the top teams, they fly you to San Francisco to pitch in front of the investors. So that's what we've been doing. That's what we've been trying to gain traction, making the videos, creating content so people can sign up for a waitlist so we can show them that people actually care about sustainable fashion. So that's what we've been doing so far and we've been busy at

Julia Lach (19:10)
Mmm, sweet. Great.

Mm-hmm.

Mm.

Really, really cool. I wish you the best of luck for that. have to sign up for that waitlist. I haven't done that yet, but I really want stay updated about your journey. It's really exciting.

Samira (19:35)
Thank you.

Yes!

Thank you.

Julia Lach (19:46)
Looking ahead, what's next for Masari Tech? Are there any exciting projects apart from what you just mentioned, partnerships or upcoming developments that you can share with us? What should we be keeping an eye out for?

Samira (19:59)
With our upcoming projects so far, we have three projects planned. The first one that I mentioned with the excess stock. The other one with, we're going to work with Emergent Designers. And then the final one is BodyFit, 3D BodyFit. So that's something we're very passionate about. We found out that there's a gap with Emergent Designers being able to put their work out there, being able to

Julia Lach (20:15)
Mmm.

Samira (20:25)
gain the exposure they need. It's very hard to break into that industry. So one of our plans is making a platform where it would be easier to connect those designers, those wonderful designers to brands so they can actually make it as a designer. Because I have a friend who's a designer. That's where this idea actually stemmed from. She is very talented. Jayla Stallworth. She is one of the most talented people I have.

ever met, but she doesn't have the resources to get to where she is supposed to. So we want, and I felt like this isn't just her problem, this is so many other people's problems. So we want to help those designers to get to where they need to be because it's very hard to break into the industry. Very hard.

Julia Lach (21:00)
Mm.

Samira (21:15)
And the mentor is Kathleen Argyro. She's an adjunct professor at Fashion Institute of Technology, the biggest fashion school in the country. She has been helping us She has been giving us advice on how to navigate the industry. She is on board whatever we're doing, our upcoming projects. She, we needed someone like her, someone who

has insider knowledge of the fashion industry. She has 20 plus years experience and she will be able to tell us what's in demand, what's not, what's hot, what's cold, what people are looking at. Like she'll just give us the insights on what to pay attention to. So that's that as well. And I'm super excited about so many other events that we plan on attending, the fashion tech events.

Julia Lach (21:43)
Mm-hmm.

Mm-hmm. Mm-hmm. Mm-hmm.

Samira (22:07)
And if we have the funds, we would be in Dubai or Paris. I'm so happy for you that you actually went to Paris and other places. Yeah, I was very happy. Yeah.

Julia Lach (22:17)
Thank you, thank you. For me it's not that far. It was

like a two hour train ride, two and a half, so it's quite convenient. Exactly, exactly. is there anything like on your list that you're planning to attend?

Samira (22:25)
Yeah, it's right there.

Fall's Fashion Week, that's one of them. The second one is the Forbes event in the fall as well. So far those are the two we're looking at and yeah, definitely there'll be more.

Julia Lach (22:36)
Mm-hmm. Cool.

Mm-hmm.

Cool, cool, sounds really

exciting. Nice. So for students or young entrepreneurs who want to launch their own tech startup based on everything you've learned so far, what's one piece of advice that you would give them? Anything you wish you had known before starting your own journey.

Samira (23:09)
I have a question for them instead. So to all the students listening, if you knew it would take 30 fails to reach your goal, would you start? If the answer is yes, then that's all you need to know. And don't be afraid to ask for help because it's in the hardest times, it's when you need people around you, people to hold your hand.

Julia Lach (23:11)
Okay.

Samira (23:34)
When you're down, that's when you need people to lift you up. So if you're scared, if fear is what is holding you back, look five years into the future. Try to foresee your life if you don't start now, time keeps moving because in five years time, you would realize if you had started five years ago, you would have gotten much further as compared to where you are.

five years later. So I would advise you start now. would also advise you be open to asking for help when you need it and just do it. Like Nike would say, just do it.

Julia Lach (24:13)
No, it's

Love that. Love that what you just said. take action right away. Don't procrastinate. Ask for help. This is just something that you do way too infrequently for whatever reason you're, scared that people are annoyed or whatever. It's a stupid question. No, it is never a stupid question. Just like get help.

Samira (24:15)
Okay.

Yes, exactly.

I drugged it. Just do it. It's not.

Julia Lach (24:36)
and just like go your way with people like alongside. Yeah, there's always help you can find. Amazing. Really cool. Really cool advice. Nice. And to wrap things up on a fun note, if Masari Tech could collaborate with any fashion brand or designer in the world, who would be your dream partner and why? What kind of impact or project would you love to work on?

Samira (24:41)
Absolutely. Yes. Thank you.

Okay, I love this question. The brand I would love to work with is Brunello Cucinelli. Brunello Cucinelli is known for his humanistic capitalism and ethical luxury. Brunello Cucinelli aligns with Masari Tech's vision of sustainability and responsible fashion and innovation. A collaboration could focus on AI power supply chain solutions.

Julia Lach (25:16)
great.

Samira (25:30)
made to order production models and digitally enhanced craftsmanship, ensuring that every piece is both sustainable and steeped in heritage. I love Brunello Caccinelli. The brand is magnificent and now Brunello Caccinelli, listening to this, I would want to work with you.

Julia Lach (25:39)
Mm-hmm.

Nice, nice, really, really cool answers. really inspiring conversation, Samira. A huge thank you to you for joining us today and for sharing your journey, the vision behind Masari Tech and insights on AI-driven sustainability and fashion. It's incredible to see how technology is shaping a smarter and more sustainable future for the industry.

Samira (26:00)
Thank you for coming.

Julia Lach (26:13)
If you enjoyed this episode, don't forget to subscribe, share and leave a comment and a review. It really helps us bring more exciting discussions your way. You can follow Samira and Masari Tech on social media. I'll make sure to share some links and stay tuned for the upcoming projects. That's it for today. Until next time, stay curious, stay tuned and keep innovating.

Samira (26:37)
Thank you, listeners.