In Conversation with Sasha of Sable by Sasha

Short intro of who you are!

Hi, I’m Sasha Coito and I’m a 20-year-old model and self-taught designer. 

I’ve always been creative. Growing up, my dad hoped I’d use my height for sports, but athletics were never really in my wheelhouse. I was much more drawn to music and art. By the time I was seven, I was hand-sewing my own Ugly Dolls for fun.

After graduating high school, I was given the opportunity to travel the world through modeling, living and working in New York, Milan, and Seoul, South Korea. Modeling has brought me unforgettable experiences, meaningful friendships, and memories I’ll always treasure. At the same time, the industry’s unpredictability taught me one of my biggest life lessons: letting go of control. In a career where you can’t predict your next booking — or even your next week — you learn to expect nothing, and accept everything.

While that lifestyle is exciting, I found myself craving something steady — something that was fully mine. I had taught myself how to use my mom’s old sewing machine during quarantine in 2020, and what started as simple tube tops grew into an obsession that evolved from designing my own prom dress to eventually discovering a true love for crafting leather accessories.

What inspired the creation of Sable? Transitioning your love of sewing into a business?

Sable was actually my parents' idea. (They’ve always been incredibly supportive of all of my wild, creative whims :)  I was working as a model in New York when my parents called me with an idea. They had been talking about my sewing and wondered if I had ever considered making handbags. My mom mentioned she had an old cowhide rug she was planning to get rid of — but before she did, she thought maybe I might want to try making something out of it.

At the time, I didn’t think much of it. I had never worked with leather before, and my Brother sewing machine from 2006 didn’t exactly seem equipped for the challenge. The idea felt ambitious at best, and a little unrealistic. But when I returned home from New York, the rug was still there, waiting for me. That first bag — made from that cowhide rug — became the starting point of Sable. 

I went to Milan next, and I carried that bag everywhere. Other models, stylists, and designers were shocked to learn I had made it myself, and their encouragement gave me the confidence to keep creating. I made wallets, clutches, passport covers, and lighter cases, experimenting with the natural shapes and textures of the leather.

What started as a simple suggestion from my parents has turned into something that gives me purpose, direction, and a creative outlet that is entirely my own. Sharing my work on social media has connected me with people all over the world, and the support and messages I receive inspire me every day. 

Why accessories over apparel? Do you see a future for expanding into other categories?

When I first learned to sew seriously, I was mostly upcycling old clothes and thrifted fabrics. I fell in love with the idea of giving new life to something that already existed. I even made my graduation dress from a lace tablecloth I found at Goodwill. There’s something really special about transforming materials — honoring what they were while turning them into something entirely new.

I still love clothing design, and I always will. But as I developed my personal style, I realized that my wardrobe is actually quite simple. I believe in quality over quantity. My go-to outfit is usually jeans and a basic T-shirt. Of course, I adore lace dresses and tulle skirts, fun and fancy and elevated pieces. I wear it all — but day to day, I reach for basics.

For me, accessories are everything. They’re what really transform an outfit. They make something feel intentional. I wanted to create pieces that could elevate even the simplest look. 

I would love to design apparel one day, but for now, I’m focused: Accessories are high-impact, functional, and enduring—and that's exactly what I want Sable to be.

What media do you look to for inspo?

I really love Pinterest. I don't search for anything specific, my boards are always a chaotic jumble of fashion, architecture, art, interior design and quotes that resonate with me. Every few weeks, I start a new board and fill it with anything that sparked emotion. It becomes a visual diary of that moment in time.

I save tons of images of fabric textures and outfit combinations, bold makeup and interesting color pallets. I take inspiration from tangles of branches, the deep purples of bruises, and the imprints left on skin from a garment worn a little too tight. I love images of light filtering through leaves of a tree, or young girls braiding each other's hair. It's these kinds of quiet, intimate moments that feel the most cinematic. And when I feel stuck or unsure of what to create next, I return to those boards. Almost instantly, I’m flooded with ideas — shapes I want to experiment with, textures I want to recreate, colors I want to explore. It’s less about referencing something directly and more about capturing that feeling. That's where a lot of my design begins.

How are you dealing with the overnight attention Sable has gotten?

It’s been kind of insane — in the best way.

I’ve been selling my pieces for nearly two years. Until this year, I was creating a few new pieces each week, experimenting with designs, but not putting too much pressure on it. It was something I loved — something steady and creative alongside modeling. In mid-January, a couple of my sewing videos started gaining traction. The long fringe lighter cases especially caught people’s attention, and in just under two months, I’ve sold a couple hundred of them. I genuinely can’t make them fast enough.

Sable has brought me so much joy and has given me the space to fully bring my visions to life. Every day, I receive messages of love and support from people all over the world. The engagement is incredible. At the same time, it’s been a huge adjustment. I spend almost all of my free time sewing. I work throughout the day, and in the evenings I package orders and take them to the post office. I try to ship everything within a day or two — otherwise the volume becomes overwhelming. I can’t believe that’s a real problem I have.

Mostly I'm trying to stay grounded in it all. To keep the quality of my pieces high, to stay connected to the people supporting me, and to protect the joy that made me start in the first place. It feels surreal, but more than anything, I feel grateful.

Has your experience working in the fashion industry (as a model) influenced your design process?

Absolutely. My experience in the fashion industry has had a huge impact on my design process. For example, last year I was on a job and saw the most incredible sheepskin bag by Yves Saint Laurent. I was instantly infatuated. I later made a few sheepskin bags of my own, from upcycled materials, drawing inspiration from the original while making something uniquely mine. On days I’m modeling, I’m constantly taking mental notes — from garment construction to styling choices — and learning from the talented people around me. I try to honor those influences while infusing my own perspective, creating pieces that are inspired by the world I move in but are also distinctly Sable.

Best advice you’ve ever received and any advice you’d give to any aspiring designers?

In December of last year, I was listening to a series of motivational podcasts by Rob Dial. He shared a quote from personal development philosopher Jim Rohn: “Your level of success will seldom exceed your level of personal development.”Something about that line really stuck with me.

I’ve always had big dreams and ambitious visions for my life, but I realized I had been waiting for them to arrive, instead of becoming the person capable of creating and sustaining them. I still have a long way to go, but over the past few weeks, I’ve made a conscious effort to define clear, realistic steps toward my goals.

I set specific actions for myself: making a certain number of products each week, promoting them on social media a set number of times, and continuing to create even if nothing sold. I created an image of the life I want to live, and the daily habits of my highest self, and began practicing them, incorporating them into my routine.

I kept designing and producing new pieces because creating brought me joy. And over time, momentum began to build naturally. My pieces started selling more and more, and I could see the results of consistently showing up for myself.

To summarize it all, my advice is this:

Practice what you love. Define what you want. Don’t let the weight of your goals paralyze you.

Be clear about the life you want to live and then take small, intentional steps toward it every single day. The steps don’t have to be dramatic. They just have to be consistent.

Find happiness in the small wins. Find comfort in routine. Let yourself enjoy the process of becoming.