Sabine Paulsen
Rethinking sustainability, creating synergies, exploring new paths:
In this interview, Sabine Paulsen talks about her journey into sustainable fashion retail, the challenges of running an online shop in the era of ultra-fast fashion, and her new role as managing director at MaxTex. She shares valuable insights into what it really takes to move sustainable fashion forward – and why we definitely don’t need another plain white organic T-shirt.
Hi Sabine, I did a bit of research before we met – and I’m impressed by everything you’ve accomplished, in addition to your “Fair Fashion” podcast. You trained as a tailor, studied fashion design, run the online shop Jesango, organize the Green Fashion Tours in Hamburg, and you’re the managing director of MaxTex. Wow!
If you had to describe your professional journey in three words, what would they be?
That’s not so easy – I really have to think about it for a moment. I’ve been in the working world for quite a few years now. But I’d say: creative, versatile, and values-driven.
Creative – because I come from a creative background, and the sustainability sector offers so much creative potential. It’s constantly evolving, and you can come up with campaigns and communication strategies: How do I want to convey sustainability – through storytelling, through actions? At one of my former employers, for example, we created “fact sheets” for manufacturers, outlining our values and guidelines.
Versatile – because I’ve always loved learning new things. Every two years or so, I’d often reach a point where I felt: “Okay, now I know everything” – and then I’d want to learn something new. I still do that today, for example through workshops or courses I teach on the side.
Values-driven – since entering the fair fashion world, that has been a very conscious choice. I worked for 13 years at a textile importer with clients who wanted to appear sustainable but didn’t really walk the talk. At some point, that just didn’t align with my own values anymore. I’m grateful that this has changed in my life.
How did you originally get into fashion – and when did sustainability come into the picture?
Fashion has always been my thing. At 13 or 14, I already knew I wanted to study fashion design – I even wrote a letter to Karl Lagerfeld back then, asking how to become a fashion designer and whether he had any advice. The address I wrote was simply: “Karl Lagerfeld, 2000 Hamburg.” Of course, the letter was returned – so I had to find information another way.
My mother was a tailor and worked at Lucia, so I started sewing early. For me, there was never any doubt that I wanted to work in fashion. I went to FADM in Hanover, a fashion design school with practical training, theory, and weekly vocational school. Afterward, I did internships in Hamburg – and ended up staying.
Sustainability became a focus in 2013, after the collapse of Rana Plaza. Since then, I’ve dived deeper and deeper into the fair fashion world – through the Green Fashion Tours with COSH!, the podcast, and the online shop. I’m really grateful for that journey.
You started the Fair Fashion Podcast – what motivated you to do that?
That was during COVID. I had some time and wanted to challenge myself digitally. I was a member of a female business club that offered a session on “how to start a podcast.” So I bought a microphone, downloaded some software, and asked myself: What topic matters most to me?
The answer came quickly: sustainability. I was already doing the Green Fashion Tours and found myself explaining the same key points over and over – because they’re so important. I like to say “spread the word.” It’s not enough to mention these issues once – you have to keep them visible.
That’s also the main goal of my podcast: to bring sustainable fashion to a broader audience. One guest put it perfectly: “Within our bubble, we’re deep into the topic – but the bubble isn’t getting any bigger.” That’s exactly where I want to step in – to inform and inspire more people, and help them rethink their consumption and live more consciously.
Is there a conversation from your podcast that especially stuck with you?
There have been many great interviews, but one that really impressed me was with Vaude. This German outdoor brand is not only innovative but also approaches sustainability from the ground up. A true role model company!
Another really inspiring conversation was with Maria Seifert, who runs her own production facility in Germany – both for her own collection and for other labels. She took over the facility from a woman who was retiring – such an inspiring career path.
How did you build your network in the fashion industry over time?
To be honest, networking wasn’t my strong suit for a long time. That changed in the last few years – mainly through LinkedIn and industry events. The Green Fashion Tour helped expand my network a lot – through the many shops and brands involved. My previous employers and my work in audits and certifications also contributed significantly.
In 2018, I joined a female business club – and that was a real turning point. At first, there’s a barrier: Who do you approach, how do you talk to someone if you’re alone at an event? But I practiced that there – and met many people, even outside the fashion and sustainability scenes.
There were often 80 participants from all kinds of industries. I think networking is something you just have to practice – and we women have definitely gotten better at it. Although, things are changing again.
Because of COVID, a lot of that momentum faded – I definitely notice that.
In general, there are so many women’s networks now – almost too many. Sometimes I feel overwhelmed by the sheer number of options, because I can’t possibly keep up with or filter all of them.
What was it like taking over Jesango – and what was your vision for it?
We didn’t actually found Jesango ourselves. During COVID in 2021, my husband and I found out through the female business club that the online shop was for sale. It was originally created by three women – one of whom was also a club member. That same year, I had just launched my podcast and started the Green Fashion Tours in Hamburg, so we thought: This is a perfect fit! We immediately saw potential for great synergies.
We kept some elements of the original concept but also added new brands – including some from Hamburg that we personally liked. The core idea was the same as with my other projects: to give sustainable labels more visibility – through the shop, the podcast, and the tours.
It’s been four years now. And we’ve decided to gradually shut down the shop. We realized that, alongside our main jobs, we simply couldn’t run it at the scale we had hoped for. It was just the two of us – so of course, some things fell through the cracks.
Still, it was an incredibly valuable experience that really benefits me in my current job. I hope we were able to give the brands a bit more visibility – through Instagram, newsletters, LinkedIn, Facebook. We were present – but to compete with a platform like Avocadostore, you need a completely different level of resources. We would’ve had to focus on it full-time.
During the pandemic, the shop did really well. But now, like many in retail, we’re seeing how tough things have become. Plus, the rise of ultra-fast fashion. It was a good time, we learned a lot – but now it’s time to move on.
How did you promote the online shop? And how did you manage inventory, purchasing, and shipping?
We used Shopify – a tool that lets you handle a lot on your own: invoices, packing slips, newsletters, and so on. My husband took care of the technical side since he’s very IT-savvy.
I was mainly responsible for marketing – though I’d say I approached it somewhat cautiously. I still don’t fully understand the Instagram algorithm. A lot of what we did was learning by doing: social media posts, newsletters, a pop-up event – we taught ourselves most of it. And that experience really helps me in my current role.
What challenges do you face as an entrepreneur in the sustainable fashion space?
Unfortunately, price is still the main factor when it comes to purchasing decisions – more so than before. There was a time when sustainability was more of a focus, but that’s shifted again. Many consumers primarily look at price – everything else is secondary. Sustainability is a nice bonus, but rarely the main reason for a purchase.
I find the book The 60% Solution really interesting in this context. It outlines a theory that society can be divided into three groups: About 20% of people buy consciously and sustainably – the “eco” crowd. Another 20% have no interest in the topic. And in between are 60% who don’t actively seek out sustainable products but would buy them if the price, design, and value were right.
That’s the group we need to reach – and that’s the real challenge.
Congratulations on your new role as managing director at MaxTex. What excites you about this new position?
Thank you! For me, the biggest draw is learning something new. I come from the fashion world, and now with MaxTex I’m working in the B2B sector – specifically in workwear, occupational safety, and protective clothing. It’s a completely different field, and I’m diving into it with a lot of interest.
What’s especially exciting is working for an association and helping to develop it strategically. MaxTex has amazing member companies – many of them have been working sustainably for years, not because it’s trendy, but because they genuinely believe in it. Looking back, it’s clear that some of our members were always doing sustainable business – it was just part of their DNA. A lot of conventional fashion brands could learn from them.
My role is to support these companies, bring in new ideas, and help drive sustainability forward in targeted ways. I really enjoy it – I’m often amazed by the foresight and commitment of our members.
What advice would you give to young founders and designers who want to focus on sustainable fashion?
Please don’t make another white organic cotton T-shirt! There are more than enough of those already. The industry needs new ideas – concepts that make use of existing resources. I’m thinking more along the lines of upcycling, using deadstock materials, or exploring innovative textiles.
Come up with something truly original. Be bold, be creative – instead of just creating the next basic item. Sustainable fashion needs innovation, not repetition.
If you had one wish for the future of the textile industry, what would it be?
My biggest wish is for sustainability to become the standard – not just a “nice-to-have” but a real “must-have.” And it’s not about perfection. 100% sustainable – that doesn’t exist. Sustainability is a process.
But businesses can start the journey, integrate the topic into their strategy, and set goals for five or ten years. The important thing is to take action. Sustainability should be recognized as a business-relevant measure – with real impact for people, the planet, and the company alike.
Where do you see the sustainable fashion industry in five years?
That’s hard to say. I hope it’s on the rise – and that sustainability will someday be a given, not a “hot topic.”
Right now, I sometimes feel like we’re moving backward. I recently read an article titled, “Do we even need sustainability anymore?” – and that sent chills down my spine.
We’re living in a time of multiple crises, so other issues tend to take the spotlight. That’s why I fear sustainability will keep coming in waves – up, then down. My hopes and the current reality are a bit out of sync at the moment.
What are your plans for the future?
I want to keep learning – that’s really important to me. If I can help grow MaxTex and maybe even expand it across Europe, that would be amazing. And I hope that sustainability will no longer be questioned – but rather, the focus will shift to “How do we implement it?”
For my podcast, I’d love to find a suitable sponsor so I can make the content even more visible.
And above all, I hope I continue to enjoy my work as much as I do now. That I don’t have to convince people – but inspire them. That would be wonderful.