Ali thought it was madness that her children's perfectly good shoes had to be replaced as they kept being outgrown before they'd been outworn. Determined to address the huge problem of waste surrounding children's clothing, Ali drew on her 20 years of experience in the fashion industry to come up with a solution. She started her own footwear brand, ZIG+STAR, making cool, unisex products using innovative design to create shoes that grow with the child, reducing consumption while saving parents money.