Cognitive Science student Yasmine Baker is turning her love of Moroccan culture and her understanding of cognitive science principles into a blossoming fashion brand.
Baker is the founder of Ethnic Imprint, a clothing brand that offers Moroccan-inspired garments rooted in traditional craftsmanship. Baker works directly with skilled artisans in Morocco, where every piece is handcrafted to uphold the brand’s mission of supporting and preserving local artistry. Her designs have seen high demand, and she connects with customers across California through pop-ups and vendor events.
Baker says her background in cognitive science heavily informs her creative process, guiding choices in branding, design and presentation. She credits the Berkeley Accelerator & Startup Incubator in Cognitive Science (BASICS) program with expanding her knowledge and perspective on launching a startup.
Baker spoke to Berkeley Social Sciences about what inspired her to start her brand and how her cognitive science courses have helped her as a student entrepreneur. This interview has been edited for length and clarity.
Can you briefly describe your business and what inspired you to start selling Moroccan-inspired attire?
Yasmine Baker: Ethnic Imprint is a Moroccan-inspired fashion brand that offers culturally rooted attire. Each piece is crafted in Morocco by skilled artisans. Our brand’s core mission is to support, elevate and preserve local craftsmanship.
My connection to Morocco comes from my mother. We spent every summer in Rabat, surrounded by a 12th-century-old culture, connecting with its rich history through the colorful tables of food and endless walks around the bustling medina markets.
Growing up in Southern California, I noticed a lack of high-quality pieces that were feminine and modest. As a result, I started designing my own pieces for special occasions. Over the years, my mother and I collaborated with local artisans to create custom pieces. This process involved selecting the right fabric and color combinations for “sfifa,” the intricate trims that adorn Moroccan traditional wear. These experiences helped me develop a deep appreciation for artisanal craftsmanship.
I launched the brand when I realized there was a growing interest in culturally rooted pieces. I needed to begin with powerful intentions to conceptualize an identity for this journey. At its core, Ethnic Imprint aspires to promote Morocco’s rich culture and craftsmanship. However, it also seeks to embrace and celebrate the beauty of other cultures from the heart of Morocco. The brand is an ode to a country whose soul has always embraced human diversity while being intrinsically rooted in its identity.
My design process connects with this heritage through studying and adapting traditional forms, craftsmanship and symbolism, so the pieces feel timeless. It begins with a color palette inspired by the season. I focus on the details, from the flow to the finishing touches, working closely with artisans to ensure the techniques and construction are consistent.
What has been a major milestone or success for your business so far?
Yasmine Baker: My fourth collection is out now! After my past releases were met with an overwhelming response, it became clear that there was a demand for culturally authentic, timeless fashion. To be honest, witnessing women elegantly wear my pieces with such confidence brings more meaning than any sales number.
This incredible journey has been a mother-daughter effort. I’ve enjoyed the experience and have witnessed my own growth over the collections, with much to still learn.
How has studying cognitive science influenced the way you think about your business?
Yasmine Baker: It was during my first semester at Berkeley that I was exposed to an upper-division cognitive science course: BASICS – Berkeley Accelerator & Startup Incubator in Cognitive Science. Through BASICS, we ideated, refined and pitched AI-integrated startups. We explored in depth how people think, process and communicate. While working on this project, I integrated the cognitive science and business principles we learned with my own personal experience. This helped me learn the elements of a successful business: how AI can help one’s project, and how to interact efficiently with investors and customers.
My interest in perception piqued over the course of the class. Understanding how color, texture and silhouette influence emotional response has improved how I plan my photoshoots, work with models and conceptualize my brand vision.
Since then, I’ve completed a subsequent course through BASICS, and now, for the second semester in a row, I’m serving as the course reader! I have the opportunity to assist other students in refining their ideas and developing their pitches through personal feedback and office hours. It feels really special to now be on the other side and help them shape their ideas in a meaningful way.
How do you see this entrepreneurial experience shaping your future goals in cognitive science or related fields?
Yasmine Baker: This entrepreneurial experience helped me apply the cognitive science principles I’ve learned in the classroom to branding, design and customer interactions. It has expanded my vision and has pushed me to be more intentional about the next steps of this venture. I don’t know yet how this journey will shape my future goals; however, one thing is certain for me: learning to get past the fear of taking risks opens up a world of possibilities!
What advice would you give to other students interested in starting their own business?
Yasmine Baker: You need to accept that mistakes are inevitable. Unfortunately, fear of failure keeps many potential entrepreneurs stagnant. So, the advice I would give is to just start! You will learn far more through trial and error than by waiting for that “perfect” catalyst. If you don’t have an idea yet, experiment with a field that you are personally connected to. It’s much easier to create meaningful solutions to gaps that you can understand.
Finally, don’t underestimate the power of community. The encouragement, opportunities and honest feedback that I have received from my community have helped improve my designs throughout my collections. Growth is intrinsically tied to how well you can listen and respond to your customers’ needs.