Zahra Ahmed is the CEO of DL1961, a sustainable denim brand on a mission to create jeans for the next generation. Centered on the idea of merging technology and mindfully-made products, DL1961 offers jeans using premium materials and innovative fibers alongside the most efficient production methods to ensure a product that looks good also does better for the environment. As a result, DL1961 is one of the fastest rising denim brands today. We talk about: the creation of the DL1961 family business, the marketing strategy behind the brand's impressive growth, various ways the conversation about sustainability is weaved into the business, the new perspectives consumers have about retail, and more.

Interviewed by Mortimer Singer.