If you're a long-time vegan, you'll remember the frustration of shopping for anything that looked like leather a few years ago. Shop racks were filled with either cow skins or petroleum-derived synthetics. "Vegan leather is just plastic," those in the know would sneer, and you'd frustratingly believe they were right. When plant leathers came along to change it all, so many of us felt like all our prayers had been answered. Plus, just the novelty factor of it: leather made from apples? A whole new world had come along, and we couldn't wait to explore it.
Two people who have done exactly that are Elif Taştekne and Osman Koçak, founders of vegan accessory label PREV. Their brand name is a fusion of the words "plant" and "revolution", stressing the fact that plant leathers are their world. Not content with just creating an extensive range of shoes, sprinkled with a few bags, PREV has also touched upon the Holy Graal: the vegan leather jacket, in their case made from olives. We talked to Elif Taştekne about the story and motivations behind it all.
By Sascha Camilli
Before starting PREV, Taştekne studied business and design, while Koçak was a project manager in the engineering world. When they found veganism, their worldview began to collide. "On paper we were walking different paths but deep down we shared the same discomfort with how things were done," says Taştekne. "I was already exploring veganism as a lifestyle and a form of resistance. As Osman learned more about animal rights and environmental collapse, we both knew we couldn't unsee what we had seen. That’s when the idea of creating something truly aligned with our values began to grow."
The brand was born out of a common emotion among conscious entrepreneurs: frustration. "I just wanted a pair of vegan boots that looked good and held up over time," recalls Taştekne. "That search led us to realise there was a real gap in the market for plant-based materials done right." The pair charged ahead on inspiration and persistence: "We didn’t have a background in footwear but we had questions and a sense of urgency. We researched obsessively, knocked on every door and slowly found manufacturers who were willing to take a chance with us. In December 2021, PREV was born with just two styles and a very big dream."
The two shoe designs grew into a large range; the range expanded into handbags and, increasingly, apparel. But one thing remained constant: plant leather. The philosophy behind PREV's material choices is at the core of their brand. "We don’t just choose materials for their look or texture," says Taştekne. "We choose them for their story, their impact and their potential. Apple leather was our starting point because it’s made from fruit waste and still manages to be durable, breathable and water resistant. Olive waste leather and tea-based leather followed. We’re also testing cactus, bamboo, mushroom leathers and vegan silk made from cotton waste." The brand's passion for materials shines through in everything they do. "What we’re building is more than a product line," explains Taştekne. "It’s a living archive of alternative futures."
As many other entrepreneurs working with plant leathers, PREV had to overcome the hurdle of getting suppliers on their side. "Convincing manufacturers was one of the hardest parts. They were skeptical of materials they had never touched before. Some laughed at the idea of apple leather, others refused to even try. But we kept showing up with samples, research and persistence. Eventually we found people who were curious enough to experiment. Building trust with customers came next. Instead of relying on buzzwords we focused on showing the process, sharing the facts and making products that were actually delivered."
And deliver they do. From PREV's apple-leather cowboy boots to its high-end jackets in apple leather, the brand is going from strength to strength. But their philosophy is about more than just the look. PREV highly values diversity, employing a mix of young minds and experienced hands, alongside a LGBTQIA+ workforce. Due to the disadvantages faced by female employees in Turkey, the brand also ensures that it employs women at over 60% of its company structure. Taştekne is glad that ethical fashion is finally getting the time in the spotlight that it deserves. "Ethical fashion used to feel like a side conversation, but today it’s becoming part of the main narrative. Customers are asking better questions and demanding real answers."
But is there a downside to all the positive developments? "With growth also comes greenwashing," says Taştekne. "The challenge now is to cut through the noise and keep things honest. We’re seeing a return to timeless design, slower production and quality over hype. That gives us hope."
A day in her life is most likely to be different from the next. "Every day is different, which is what I love the most. Some mornings I’m sketching or planning a campaign, other times I’m meeting with partners or writing content. I try to stay close to both the creative and the strategic sides of the brand. Osman takes care of production and logistics making sure everything runs with the values we built PREV on. At the end of the day our roles overlap in one shared mission to prove that ethical fashion can be bold, beautiful and built to last."
By Sascha Camilli
About Sascha
Sascha Camilli is a vegan writer, speaker and activist. Her book Vegan Style is out now on Murdoch Books. For more about Sascha, you can read our interview with her or sign up to her newsletter Kind of Wild.
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