Jun 17, 2022
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Who What Wear UK launches sustainable collection

Jun 17, 2022

The UK arm of digital platform Who What Wear has launched a “sustainable fashion collection” called Drop 01 that was created via a link with We Are Unfolded and in collaboration with its community.

Who What Wear's Drop 01 collection - Who What Wear

Senior VP Hannah McGhee said the launch comes as it’s “time to level-up the typical ‘direct to consumer’ model by collaborating with a made-on-order apparel partner for our first collection here in the UK, so I am thrilled to announce the launch of Drop 01 with We Are Unfolded”.

She added that by “working with a partner like Unfolded, we are able to disrupt the traditional supply and demand model, [and] also reduce waste allowing our editorial team to focus on design and versatility to fit with our vision of delivering the very best recommendations for our reader.

"Who What Wear UK has an incredibly engaged audience and as we move into this space of apparel it was important we brought together our readers' design ideas and feedback with a need for a more sustainable product offering.” 

Who What Wear’s US parent company was recently acquired by British publishing giant Future.

This new 14-piece capsule retails from £22 to £85 as of this week and has been designed “via a unique feedback loop”, starting with Who What Wear’s audience.

The company said it’s been “inspired by conversations with thousands of women in their online community, identifying what they see as common style conundrums with clothing and what they most want to see represented on their favourite website”.

Added into the mix have been seasonal trends with input from WWW’s editors. The result is pieces with elasticated waists, bra-friendly items, co-ords and versatile dresses such as a midi that can be restyled “to look like four different dresses”.

We Are Unfolded’s CEO and co-founder Cally Russell said: “Powering this collection for Who What Wear UK allows us to take our message about waste reduction in fashion to an entirely new and engaged audience. 

“By bringing consumers into the conversation about the clothes that are being created from the start of the process we’re able to create a community that truly loves and appreciates the clothes they’re wearing. To us the future of fashion is about conscious decisions made in a transparent manner.”

As mentioned, Drop 01 is based on a demand-led pre-order sales model “to minimise fabric waste and help reduce overproduction, significantly improving sustainability”. 

The companies added that the savings created by this are then used “to make a positive impact throughout the supply chain. This is done through funding higher worker wages and supporting children in education around the factories where the clothes are made with impact partner, Pratham UK”. 

Shoppers will also have access to the Unfolded peer-to-peer swap platform to allow them to swap items.

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