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The Power of the Pivot, Part 2

From Fairhaven to Vogue, WWU alumna Jesa Chiro is embracing vulnerability and building her own Coco Cultr universe

by Allie Spikes

WWU Communications

WWU Fairhaven alumna Jesa Chiro with her sewing machine and a rack of NBA jerseys ready to be made into dresses. Photo by Sophie Hur.

We’re back for Part 2 of WWU's interview with Jesa Chiro, graduate of Fairhaven College of Interdisciplinary Studies at Western Washington University and founder of Coco Cultr, a sustainable brand recently highlighted in Vogue for its innovative, upcycled jersey dress designs — a fresh take on women’s sportswear.

The Seattle Academy alum is in Seattle Oct. 1 and 2, where she’s debuting new T-shirt designs with New York airbrusher Atticus Torre’s pop-up. Stay informed about this collab @cococultr on Instagram. 

WWU: What was it like moving from Bellingham to New York to build your brand? 

CHIRO: It was a big adjustment. Being from Seattle, I’m used to city life. But it’s totally different to integrate into a new scene. Luckily, I made friends really quickly, which is such a blessing. I never take that for granted. 

I feel so blessed. Community is so important — my community in Bellingham, my community in New York. It’s helped me so much, and I couldn’t have done anything without it.

To be fully transparent, I got pretty insecure about my art and my work when I first got to New York. I’m learning this is very common, and a lot of people experience that. But in Bellingham, it was so natural and effortless. I would go to Value Village, pick up whatever fabric caught my eye, sew, sew, sew and have my roommate throw it on. Then we’d shoot —I had a community of students and photographers who were always down. 

I would finesse using the studios in the Fine Arts building on campus. They would say, “You’re not a photography major. You can’t use the studios!” And I’d be like, “I’m in Fairhaven. I can add photography to my major!” 

They’re like, Fine, whatever. And somehow I was able to persuade them to let me use the studios every time. I had so many resources on campus!

In New York, you’re hit with the hustle and bustle of a city where everyone is doing what you’re doing. And for a second you’re like, Why am I doing what everyone else is doing? It made me feel really small. 

I didn’t really want to be vulnerable and share my work, so I didn’t tell many people I had a brand for about a year. I was very selective. But that was an amazing time that I’m very thankful for when I realized I’m not like everyone else. 

Nobody is like anybody else. My brand is special, and it’s something I’m passionate about. I’m being true to myself when creating my Coco Cultr universe. That’s what I want the Coco girls to feel like. I want them to feel true to themselves. I want them to feel powerful, embody who they want to be and live their authentic life. 

Coco Cultr model in Yankees Jersey Dress, photo by Lula Hyers

WWU: What advice do you have for students?

CHIRO: Western didn’t have a fashion program, but it made good financial sense for me to go there. It’s a great school, and I paid in-state tuition for the first two years. Then I got the Carten Family Scholarship, awarded to entrepreneurial and innovative Fairhaven students, two years in a row and created my own path at Fairhaven. 

Don’t be afraid to take a risk on yourself! Every year you get older, it gets a little harder to start something. Don’t overthink it. Just try. If people are hating on you for doing something that you’re passionate about, that’s just jealousy. 

Importantly, there’s always time in the day. I used to think there was no time to do anything as I was scrolling for hours a day on TikTok. Those were hours I could have spent making something. 

What’s next for Coco Cultr?

CHIRO: I’m back in Seattle on Oct. 1 and 2 to join airbrush artist Atticus Torre at his pop-up — it’s going to be epic! 

I’m dropping a bunch of new T-shirts and dresses in late September and early October. Some will be exclusives, some are one restock — like my hooded tops, which sold out really quickly. You can see everything that’s new @cococultr on Instagram.

I've just been sewing a whole bunch, getting prepared. But I’m really excited to be back home to Seattle, see everyone and sell there for my very first time. So yeah, that’s the big news. That’s what’s next! 

If you missed part 1 of our interview with Chiro, check it out here!

Learn more about designing your own education at WWU’s Fairhaven College of Interdisciplinary Studies here. 

 

Allie Spikes covers the WWU Graduate School and Fairhaven College of Interdisciplinary Studies for University Communications. Reach out to her with story ideas at spikesa@wwu.edu.