Why Anaphe Founder Katy Chambers Left Air Traffic Control to Build a Sustainable Fashion Brand in Hong Kong

Faye Bradley
24 hours ago
5 min read

HONG KONG

Few people swap the precision of an air traffic control tower for the unpredictability of fashion, but for Anaphe's founder Katy Chambers, the transition felt surprisingly natural. After decades directing aircraft across the UK, the Middle East and Hong Kong, she traded aviation for a new mission: creating timeless silk wardrobe staples that challenge fast fashion's reliance on synthetic fabrics.

The idea was sparked by a simple frustration in Hong Kong – finding elegant, versatile clothing made from natural fibres rather than polyester and nylon. We caught up with Chambers to discuss building Anaphe from the ground up, the lessons she carried from aviation into entrepreneurship, and why trusting your instincts can be the best business decision of all.

In a sentence, how did your business begin?

Anaphe was born from a passion for natural fabrics and a refusal to accept fast-fashion’s nylon-and-polyester status quo.

Where were you when the very first spark of the idea struck?

I was in Hong Kong. I had been searching for comfortable, stylish clothes that I could wear for multiple occasions.

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What was the first milestone that made you believe it could succeed?

Our turning point came almost immediately. I cut two bias-slip prototypes – one maxi, one mini – and took a tiny rail at a Cochrane Street pop-up in Hong Kong. Both styles sold out within days, and customers were asking to pre-order before I could replenish stock. That response shattered my original worry that Silk ‘wouldn’t work’ here; I’d assumed the absence of silk on the racks meant consumers simply didn’t want it. Instead, shoppers told me they loved the fabric but could only find it at luxury-designer prices.

They were desperate for a timeless, naturally breathable option that didn’t involve fast-fashion synthetics like polyester or nylon – materials that trap heat in Hong Kong’s humidity and carry a high environmental cost. Selling out those first two dresses proved there was a clear, underserved market for affordable, responsibly made silk basics. That was the moment I knew Anaphe was the way forward.

What did your Day One look like – investment, set-up, or first step?

Day one was equal parts adrenaline and uncertainty. After decades of directing aircraft from towers in the UK, the Middle East and Hong Kong, a world ruled by checklists, I stepped into sustainable fashion, where there were no manuals. I emptied the savings I’d earned in those control rooms straight into launching Anaphe.

Who was the first person you shared the idea with, and how did they respond?

The first sounding board was my inner circle, so close friends and family. Their initial reaction was polite curiosity laced with doubt; a few even joked, ‘Silk? Isn’t that just for pyjamas?’ That scepticism actually reinforced my conviction that we had an opportunity to reintroduce silk as an everyday, modern fabric.

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What does a typical day look like for you?

Because I’m on the road so often, I’ve learned that discipline is the best travel companion. Wherever I am, the day begins the same way: a light breakfast with my daughter before I walk her to daycare. By 9 a.m. I’m on the mat – yoga some mornings, Pilates others, so I can hit my desk feeling centred. Just after 10 a.m. I map out my ‘non-negotiables’ in a productivity planner; it keeps the inevitable swirl of emails and store issues from derailing the day. From 11 a.m. I open Zoom to our London showroom, New York social agency, then the team in Hong Kong, depending on the timezone I am in.

CoSHOW, the multi-brand, sustainability-driven showroom we launched in Central Hong Kong, has added a whole new layer: event planning, PR, onboarding fresh labels. After the morning calls, I take a short walk to a neighbourhood coffee shop to rest my eyes and reset. If I’m in Hong Kong, I’ll drop into the store to catch up with the team. Afternoons are for design work; once the admin is cleared, the creative flow comes naturally. On the rare days it doesn’t, I trade my sketchbook for an art exhibition or a hike – anything that lets fresh ideas find me, rather than the other way around.

If your brand had a soundtrack, which song would capture its spirit?

It's a tough question, can I suggest two? David Bowie’s ‘Heroes’ delivers the upbeat energy I want every Ana’fam customer to feel. It’s the song that makes you stand up and dance. Complementing that, Nina Simone’s ‘Feeling Good’ captures our core: timeless, breathable luxury. The effortless ‘new dawn, new day’ confidence in Nina's beautiful voice.

What would you tell your younger self today?

Keep trusting your gut feeling. Treat mistakes like raw material, not verdicts or failings. Speak up sooner, ask for help and celebrate the small wins. Protect your ideas in every way you can – someone is always waiting to see your success and copy it!

Is there anything you would change?

Absolutely. If I could rewind, I’d have taken the leap into brick-and-mortar sooner and embraced wholesale years earlier. Our brand was ready. I just needed to be bolder, faster.

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Top three hotels in the world to truly unwind?

To really switch off, I book a simple gîte in rural France and go off-grid. I love Brittany as it’s the region where my grandparents lived for two decades, and walking those lanes is a shortcut to childhood. My Nan used to make clothing with me; I guess she was my first sustainability mentor. She would turn the fabric scraps from my dresses into doll clothes and hair ties, so nothing was ever wasted.

For pure indulgence, amazing Greek hospitality and views of the Aegean, I head to Acro Suites in Agia Pelagia, Crete. I grew up in the village until secondary school, and it still owns my heart. It currently has a world-class spa. For an eco-luxury escape, you can’t beat Constance Moofushi in the Maldives; it proves that sustainability and five-star comfort can share the same island.

Your go-to beauty or wellness essentials when travelling?

I am a committed light packer – too many items make me feel physically and mentally weighed down. My non-negotiables are my silk eye mask – it feels like a home comfort and guarantees decent sleep on flights. For beauty, Medik8 Retinoate serum, which rolls all my skincare steps into one travel-friendly bottle.

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From my own label, three items that always earn a spot are: the Capsule Shirt in White, our Denim But Silk Jeans – weightless in a suitcase yet polished enough for every occasion – casual or formal and a classic slip dress for those inevitable last-minute dinner invitations. Everything fits perfectly into my Carl Friedrik Carry-On X. The zip front laptop pocket means I'm through security in seconds, and I have easy access to my MacBook that I never travel without.

A destination that always sparks creativity for you?

It's not a fixed place that sparks creativity for me; it's landing somewhere unfamiliar. New colours, scents, sounds are instant mood boards. The destination that fuels my creativity is always the next place on the map.

In-flight ritual: work mode, wellness mode, or switch-off mode?

These days, my in-flight ritual is less work or wellness and more parent mode. I used to open the laptop the moment we hit cruising altitude, but travelling with a child has changed the brief. It’s now all about keeping little hands busy, ears comfortable, and spirits calm. If we land with everyone fed, rested and smiling, I call the flight a success.