Boryana Uzunova, a recent addition to the Forbes 30 Under 30 list, is passionate about technology, lean aesthetics and the environment. In her junior year at HKUST, she founded MorphX, a fashion tech aimed at enabling on-demand perfect-fit fashion. Passionate about building the marketplace of the future, Boryana followed the development of MorphX by co-founding Kool and Konscious – the first B2B and C2C markeplace for circular fashion. Kool And Konscious launched in Hong Kong in May 2019 and entered the UK market in late 2019. KK’s aim is to help eliminate the the environmental and moral footprint of the fashion industry through connecting conscious value chain players, sustainable brands and mindful customers in one seamless circular platform.