Revolutionising Fashion with Couth Studios Founder Sajna Massey
[Credit: Couth Studios]
Sajna Massey is a powerhouse.
Building a sustainable, inclusive, and community-driven brand, Massey founded a game-changing business with an innovative approach to the fashion industry. NAYLA sat down with Massey, founder of Couth Studios, to discuss entrepreneurship, tech, passion, and fashion.
As a fashion entrepreneur with a background in engineering, business, construction, and artificial intelligence (AI), Massey has always had a passion for innovation and creativity. With her fashion startup, Couth Studios, she blends AI-driven design processes, sustainable practices, and community input to create one-of-a-kind clothing for consumers.
"This venture has expanded my creativity in more ways than I could ever expect. I have always considered fashion to be a form of self-expression," said Massey. "Every decision—from the fabrics I choose to the way I communicate with my audience—gives me the chance to share who I am and what I stand for, all while creating something meaningful for others."
Massey began her "non-linear" approach to fashion and entrepreneurship with a bachelor's degree in engineering and an MBA.
Having worked in industries like construction, finance, and AI, she gained hands-on experience managing complex projects, developing technological solutions, and understanding market trends. She always felt, however, that she wanted something of her own that would also integrate her technical background. That is when she pivoted toward fashion.
"I founded Couth Studios with the vision of using AI to democratise the fashion design process. The idea was to blend artificial intelligence with crowd-sourced creativity, enabling consumers to vote on designs, which we then manufacture sustainably. This model allows us to reduce waste while giving our customers a sense of ownership and engagement in the creative process," said Massey. "As a tech enthusiast, I knew AI could be a game-changer in fashion."
Adapting this business model disrupted the traditional fashion cycle by limiting overproduction, environmental harm and financial risk.
Couth Studios uses AI to analyse trends and predict customer preferences, allowing it to create designs that are highly likely to resonate with audiences. Customers vote on their preferred AI-generated designs and only then are the highest-voted pieces produced.
"The community's feedback and involvement helps shape everything—from design choices to the direction of the brand—making them an essential part of our growth and success. Their input helps us stay relevant, connected, and aligned with the needs and desires of our audience," said Massey.
Starting her own business whilst pursuing her career in the corporate sector has been "an exciting but challenging experience". It took "a lot of courage," but it was ultimately "incredibly fulfilling," as she recalled the "unforgettable day" when she picked up her first samples and saw her vision come to life.
"My biggest piece of advice [to anyone wanting to start their own business] would be to stay both adaptable and resilient. Things will change along the way, and it's important to stay flexible. What you start with may evolve, and that's okay. Being open to pivoting when necessary is crucial for long-term success," said Massey. "Entrepreneurship is full of ups and downs. There will be setbacks, but how you handle them will define your success. Resilience and perseverance are key."
Massey is currently growing Couth Studios while working full-time. She typically starts her days at five in the morning and reserves evenings for workouts and catching up with friends.
"I'm still learning the right balance. As a relatively senior person at a large company, my days can be really draining, which admittedly takes away from the time and energy I have to put into Couth. I frame my 9-5 as something that's enabling my dream - what allows me to invest in Couth," said Massey.
[Credit: Couth Studios]
