Meet Ashima Giri | Clothing Brand Owner

We had the good fortune of connecting with Ashima Giri and we’ve shared our conversation below.

Hi ashima, what was your thought process behind starting your own business?
My thought process behind starting my business was deeply personal. Growing up in India, I saw how mental health was perceived in such a negative light, it was often dismissed or stigmatized. At the same time, I naturally gravitated toward streetwear from a young age. It became a form of self-expression for me, a way to carve out my identity in a world that didn’t always understand or embrace it.

Mental health has also been a big part of my journey. In many communities like mine, the conversation around mental health is still taboo, and I wanted my brand to challenge that narrative. The name dontdieclothing is a reminder to keep going, to prioritize your well-being, and to find strength in your own story, no matter the challenges. My designs reflect these values—each collection tells a story of growth, individuality, and the hustle to rise above adversity.

To me, it’s about creating more than just clothing. It’s about building a movement that empowers and uplifts people, especially those who feel unseen or unsupported. dontdieclothing is my way of saying: you’re not alone, and you’re stronger than you know.

Let’s talk shop? Tell us more about your career, what can you share with our community?
dontdieclothing; is more than just a streetwear brand—it’s wearable art with a purpose. At its core, our brand is about self-expression, resilience, and bringing mental health awareness into the world of fashion. Every piece we create is intentional, telling a story through bold designs, unique craftsmanship, and limited releases. We never repeat designs because each collection represents a moment in time: once it’s gone, it becomes part of the journey, just like life itself.

What sets dontdieclothing; apart is the message behind it. The name itself is a reminder to persevere, to keep going even when life feels overwhelming. Coming from an Indian background where mental health conversations are often dismissed, I know firsthand how difficult it can be to navigate these struggles in silence. This isn’t just my experience, it’s something many people from minority communities face, where mental health is overlooked or stigmatized. Instead of dismissing it, we wanted to start a movement where we embrace it instead.

Streetwear is our canvas, a form of self-expression that allows us to turn these unspoken struggles into something tangible. Through bold designs and intentional storytelling, we create pieces that not only look good but also open up conversations about mental health, personal growth, and self-worth. dontdieclothing; isn’t just about fashion. It’s about wearing your truth, embracing your journey, and reminding yourself that you are still here, still fighting, and still capable of writing your own story.

One of the things we’re most proud of is the connection we’ve built with our community. Seeing people resonate with our designs, feeling seen through our message, and watching them style our pieces in ways that reflect their own stories. That’s what makes this brand special. Our upcoming Heart & Hustle collection embodies exactly that: the balance between passion and perseverance, between loving what you do and putting in the work to make it happen.

The journey to building dontdieclothing; hasn’t been easy. Like any brand, we’ve faced challenges. From figuring out production, learning marketing, to making sure each drop is as impactful as the last. But the biggest challenge has been staying true to our vision in an industry that moves fast and often prioritizes trends over meaning. We’ve overcome this by refusing to compromise on our values, focusing on the people who truly connect with our brand, and constantly evolving while staying authentic.

Through this journey, we’ve learned that success isn’t just about sales or hype but about impact. It’s about creating something that matters, something that makes people feel something. We’ve also learned that building a brand takes patience, persistence, and a deep understanding of your “why.”

What we want the world to know is that dontdieclothing; isn’t just fashion, it’s a movement. It’s about pushing through life’s struggles, embracing growth, and knowing that no matter what, your story isn’t over. Fashion can’t fix your problems but it can make you feel included. Our brand is for the ones who hustle, the ones who dream, the ones who fight their battles in silence but keep going anyway. We’re here to remind you: don’t die—keep living, keep creating, keep making your mark.

Who else deserves some credit and recognition?
I owe so much of my journey to the people and experiences that have shaped me. First and foremost, my parents deserve recognition for their sacrifices and for instilling in me the work ethic and resilience I carry today. Even when they didn’t fully understand my vision, they always encouraged me to dream big and work hard.

I also want to give a shoutout to my community that we’re creating, my friends and the people who believed in me and dontdieclothing; when it was just an idea. Their love and encouragement gave me the confidence to step into this space and make it my own.

On a deeper level, I want to recognize all the brown girls out there who feel like they don’t belong in certain spaces or who are told they can’t break stereotypes. They inspire me every day to create and push boundaries. I’m also grateful for the life lessons that came from overcoming challenges, including my own mental health journey.

Finally, I’d like to shout out the streetwear culture itself. It gave me a space to express myself unapologetically and helped me discover who I am. All of these elements have contributed to my growth, and I carry that gratitude into everything I create.

Website: https://dontdieclothing.store/

Instagram: https://dontdieclothing.store/

Linkedin: https://www.linkedin.com/in/ashimagiri/

Image Credits
Photo 1: photographer @andysalright (insta)
Photo 2: @conversationswithchai (insta)
Photo 3: @__dontdieclothing (insta)
Photo 4: @newmoon.nails.mke (insta)
Photo 5: Photographer @waterberryworks (insta)
Photo 6: @jo.sephllc (insta)