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Meet Jade and Malia Haakonsen of Ethereal Tendencies in Hollywood

Today we’d like to introduce you to Jade and Malia Haakonsen.

Jade and Malia, please share your story with us. How did you get to where you are today?
Our business idea sparked in January of 2020. As twin sisters, we always aspired to work together and created a project together. We wanted to make a business that has deep meaning and philosophical underpinnings. We started Ethereal Tendencies to inspire society through philosophical sayings and phrases. This idea of starting a clothing brand has been on our minds since 2017 when we were freshmen in high school. The name is derived from words relating to delicacy and spirituality. Inspired by our progressive city of Los Angeles, we aim to bring a new element to the fashion industry.

As Filipino Americans, we naturally drew upon our culture and background to generate this business. This company connects our passions for sustainable clothing and cultural awareness. With the help of our parents, we got designed and created the clothing ourselves. Our entrepreneurial story is one of growth. We bought our shipping supplies and worked straight out of home while balancing our senior year of high school. We worked throughout our junior spring and summer to prepare for the launch of our summer collection, which was on July 3.

A major motivation behind our brand is sustainability and the wages of garment workers across developing countries. Our grandparents are from the Philippines, which allows us to learn first-hand about the labor and factory system in other countries. We became inspired to be entrepreneurs after hearing many stories, deciding to blend these messages with current fashion.

Additionally, we want to launch a business to serve as an example to young female entrepreneurs. As someone striving for the involvement of women in business, I want to promote female empowerment and address the issues of gender equality and the wage gap. We also believe that by launching this initiative teaches us the skills of social marketing, which makes us excited to continue embarking on this endeavor. Today, we have grown to make international networks through our connection with PETRA Partnerships, a company that helps us advertise across the U.K., U.S., Switzerland, and the Philippines.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Jade: As a young business, we think the biggest obstacle would be marketing. We feel that this is the hardest because it is a new brand to others that may not be familiar with it. It is also quite costly to promote with influencers online. However, we have gained some valuable lessons regarding advertising and growing from a community business to an international brand through a great network of friends on social media.

Malia: I hope that, during this business journey, we are successful in conquering this obstacle by marketing to the right group of individuals. We feel that influencing people to buy your product can be difficult, especially as a budding, female entrepreneur. Despite the challenges of advertisement, our company is determined to devote time to this aspect of selling. We aim to be smart about our target audience and reach people through our regional, national, and international connections.

Jade: I think that another challenge would be trying to contact other realtors internationally, especially during the global pandemic. It has been challenging trying to ship our products across countries to maintain the values and awareness of our business.

So, as you know, we’re impressed with Ethereal Tendencies – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
Jade: Our goal and mission at Ethereal Tendencies is to instill deep thought among individuals and help them realize the meaning behind the clothes that they wear. We strive to raise awareness on fast fashion, sustainability, and the gender wage gap. Ethereal Tendencies (ET) features stylistic crewnecks and tees that reflect individuality. We hope to grow on an international scale and let people around the globe know about the significance of the fashion industry.

Malia: We think that making a fashionable brand aimed at teens will help gain more exposure to the issues of underpaid garment workers. As Filipino-American females, we feel a strong cultural connection to our country and hope to contribute back to laborers. Worried about the environmental and economic danger of quick factory-made clothing, both of us desire change in this element of society, especially in countries like the Philippines. Thus, we seek to help partner with organizations and campaigns like the #PayUp movement that will improve worker’s wages and conditions, reminding them that they are important in this world. We are very proud to be advocating for these garment workers and help promote sustainability through the clothes that we sell. We are different from other companies in that we have a purpose to help others struggling in our native home and also get our customers involved in helping the cause. We have been very proud to have successfully expand our purpose and brand internationally. We ship worldwide from the Philippines to London, and having other international connections with foreign companies has also helped us expand to others to think deeply on the clothes that they wear.

So, what’s next? Any big plans?
We are currently participating in many events, and want to shout out IPL Academy, a mentoring program for new entrepreneurs in pursuing and launching their dream innovations. IPL Academy is run by the Hub 101 Center for Entrepreneurship at California Lutheran University, and we want to thank them for helping us in launching Ethereal Tendencies with a purpose and a plan. We also appreciate PETRA Partnerships which is based in the U.K. and pairs sustainable brands with musicians/influencers to help promote their products across industries. Having international support and connections have helped us with spreading our mission of instilling deep thought to the rest of the world. The future of Ethereal Tendencies is super exciting, and we encourage you to stay tuned on our upcoming fall and winter collections via Instagram and Twitter.

We are also planning on expanding our range of clothing and either accessories coming in the late fall and early winter. We are very excited to be launching some sweatpants, more tees, and other clothing with new designs and philosophical sayings for people to enjoy the variety. As of now, we have big plans to create pop-up shops in the future once our company expands. Being a fairly new business, we believe that we can still expand our brand and purpose to others and achieve our goals.


  • $15 Shirts
  • $28 Crewnecks

Contact Info:

Image Credit:
Jade Haakonsen, Malia Haakonsen, and Sofia Bartolone

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