A sustainable clothing brand that produces organic, fair trade, vegan and eco-friendly clothing with a positive social impact.
In the wake of coronavirus, research shows that ethical and sustainable fashion is on the rise. We have learned to value our environment as nature itself has proven to be a sanctuary, an escape from the unprecedented stressors brought by the events of the past year.
As a result, sustainability has become a more important part of the fashion world, with more and more companies striving to reduce their environmental impact.
But for brands like WAWWA Clothing, sustainability has been a priority from the start. The company works to protect the planet while offering sturdy and durable clothing that allows people to reconnect with nature.
But for brands like WAWWA Clothing, sustainability has been a priority from the start. The company works to protect the planet while offering sturdy and durable clothing that allows people to reconnect with nature.
WAWWA is a Manchester-based clothing brand founded in 2016 that aims to create well-designed garments that have as little impact on the planet as possible and have a positive impact on its inhabitants.
They began producing face masks in March 2020 to reduce demand for personal protective equipment and channel shortages of supplies to the NHS and its key workers. Due to overwhelming demand, they expanded quickly and now sell a range of products including outerwear, sweatshirts, t-shirts and accessories – of which hats and t-shirts are their best sellers.
Their slogan ‘People and the Planet Before Profit’ speaks for itself; sustainability is at the heart of everything WAWWA does. Their products are all certified vegan, organic and fairly traded.
WAWWA has carefully considered its impact on the earth down to the smallest detail. For example, by using water-based inks to prevent harmful chemicals from leaching into the water, or even by making the clothing size labels from recycled materials.
WAWWA also gives back to society. For every item purchased from their 1+1 collection, another item is donated to the homeless.
Their pieces are effortlessly chic and don’t sacrifice style for sustainability, nor sustainability for style. Each product has an individual production location, material and sustainability certification, so customers can see for themselves the ethics behind what they are buying.
Their “Growing Amok Collection” for Spring 2021 embodies the brand’s connection to the earth, drawing on natural examples in its rich color palette and being informed by ecology.
Part of the collection is the Pollard Jacket, made from mid-weight waxed organic cotton, which ensures robust and long-lasting wear properties. It can also be folded, and combining these key features in one product ensures convenience and prevents consumers from overspending.
It’s still rare for fashion brands to be open and transparent about their supply chains. In an age of greenwashing, companies can boast about incorporating a small percentage of recycled materials into their garments – and yet they fail to pay their staff fairly or provide a safe working environment.
It’s vital for companies to focus not just on sustainable fashion, but also on ethical fashion. WAWWA’s website clearly displays evidence of its positive practices. Where possible, WAWWA manufactures its products itself – in factories in Manchester and Bolton – ensuring complete control over production standards and ethics.
WAWWA offers a diverse range of t-shirts made from organic cotton and recycled materials that have as little impact on the environment as possible. The collection includes:
Simple logo t-shirts: Simple yet stylish, these t-shirts feature subtle branding and neutral color options, making them versatile basics for any wardrobe.
Graphic t-shirts: With unique designs and prints, these t-shirts allow for self-expression while remaining committed to sustainability.
Heavyweight t-shirts: These shirts are built to last and offer extra thickness and structure, making them ideal for long-term wear.
WAWWA’s hoodies and sweatshirts combine comfort with ethical fashion, making them essentials for any wardrobe. The collection includes:
Classic hoodies: Soft, cozy and made from organic materials, these hoodies offer warmth without compromising on sustainability.
Zip-up hoodies: A functional layering option that offers a relaxed yet stylish look.
Crew-neck sweatshirts: Minimalistic and versatile, these sweatshirts are perfect for casual outfits or as layering during colder seasons.
Oversized and loose-fitting styles: Offering a modern streetwear aesthetic, these oversized sweatshirts combine comfort and contemporary fashion.
For those looking for sustainable alternatives to traditional shirts, WAWWA offers a selection of ethically produced options:
Button-down shirts: Perfect for casual and semi-formal occasions, made from breathable and sustainable fabrics.
Overshirts: A great layering piece that bridges the gap between jackets and regular shirts, offering both function and style.
Workwear-inspired designs: Durable and practical shirts, ideal for those who appreciate utilitarian fashion with an eco-conscious twist.
WAWWA’s pants and shorts are designed to be both practical and environmentally conscious. Their range includes:
Organic cotton pants: A sustainable alternative to traditional chinos that offers style and comfort.
Work pants: With multiple pockets and durable fabrics, these pants are perfect for everyday wear.
Recycled fabric shorts: Lightweight, breathable and made from reused materials to ensure a smaller environmental footprint.
WAWWA’s outerwear collection is designed to provide protection from the elements while maintaining their commitment to ethical fashion. The range includes:
Sustainable jackets: Made from recycled and organic fabrics that ensure warmth and durability while reducing waste.
Puffer jackets: Insulated with eco-friendly materials that provide excellent warmth without resorting to animal products.
Lightweight windbreakers: A practical choice for the transitional seasons, designed to protect against wind and light rain.
Work jackets: Combining function and fashion, these jackets are inspired by classic workwear but made from modern, sustainable fabrics.
To complement their clothing line, WAWWA also offers a selection of accessories, all made with the same commitment to sustainability:
Bags: Durable and stylish, the bags are made from recycled materials and designed for everyday use.
Hat and beanies: From classic caps to knitted beanies, these headwear pieces add style while ensuring environmentally conscious production.
Socks and knitwear: Ethically made basics that combine comfort and sustainability, perfect for layering or gifting.
The company has also been very selective in their choice of international factories, choosing a factory in Portugal that pays all employees a living wage, is mostly powered by solar energy, and specializes in organic cotton certified to the Global Organic Textile Standard (GOTS).
They also chose a fair trade factory in India that is solar powered and GOTS certified. This supplier goes above and beyond to ensure workers’ rights, support disabled children, train and employ women in rural India, and provide credit cards to female workers to protect their income from potential family abuse.
Collections can also be divided by where they are made, showing that each garment can be fully and ethically traced back to its origin. Disclosure of their production methods shows that any ethical issues have been considered – and resolved.
WAWWA’s success proves that not only is there a solution to every sustainability problem, but that these solutions actually work. It is possible to sell sustainable, ethical and fashionable clothing.
It will come as no surprise that WAWWA is currently rated “good” – 4 out of 5 – on “good on you”, a sustainability indicator that rates brands on factors such as workers’ rights, environmental protection and animal welfare policies.
While the fashion industry remains one of the main culprits for climate destruction, WAWWA proves that fashion can actually be a vehicle for positive environmental change. Clothes can be designed with style and longevity in mind. Fashion can be functional and functionality can be fashionable.
Pros of WAWWA products:
Sustainability: WAWWA uses recycled and organic materials and aims to create products that have a positive impact on the environment.
High-quality materials: Customers have praised the durability and comfort of WAWWA products, noting that items like hoodies and t-shirts are both stylish and long-lasting.
Cons of WAWWA products:
Customer service concerns: Some customers have reported communication issues and long delivery times.
Packaging: There have been observations regarding the use of plastic packaging, which may not be in line with the brand’s sustainability goals.
Frequently asked questions:
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What materials does WAWWA use for its products?
WAWWA uses recycled and organic materials to make its garments, prioritizing sustainability and durability.
How should I care for my WAWWA clothing?
It is recommended to wash at low temperature (preferably 30°C), avoid tumble drying and do not iron over prints. It is advisable to hang the garments to dry.
What is WAWWA's return policy?
WAWWA offers returns of goods in new condition and in their original packaging within 30 days of the shipping date. However, coffee, gift cards and clearance items cannot be returned.
Conclusion
WAWWA stands out as a brand committed to sustainability and ethical production, offering high-quality and durable clothing options. While there are areas that still need improvement, such as customer service and packaging, their commitment to environmentally friendly practices and fair trade makes them a notable choice for conscious consumers.
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