We Are We Wear co-founders talk all things fashion and sustainability

Founded by Natalie Paul and Chelsea Williams in 2019 in a bid to challenge the unrealistic beauty standards apparent in the fashion industry today, We Are We Wear is a conscious label on a mission to be as inclusive as possible. A case in point is the fact that the label’s sizing spans the gamut from XS to 3XL with bra sizes ranging from 30A to 44FF.

With Paul and Williams at the forefront, the exclusivity of the fashion industry will soon be a thing of the past. 

That’s precisely the reason that the London label has joined forces with SATCoL, the largest charity-owned textiles collector in the UK, as the latest brand to join its Take Back scheme in partnership with ReBound. By giving customers the option to send their pre-loved items for recycling before buying new pieces to refresh their wardrobes with, the team at We Are We Wear hope to see fewer textiles go to waste. 

‘Following research and a visit to SATCoL’s processing plant, we wanted to contribute to the recycling of textiles and highlight this within our team and wider community,’ the brand said in a statement. ‘The combination of fibre recycling, secondhand clothing resale and charitable giving feels like the perfect union.’

Since joining the Take Back scheme, We Are We Wear has noted a spike in engagement of the service, proving that sustainability continues to be a north star for customers. The label is now proving how easy it is to be part of the solution, in both the short and the long term. And the best part is? You’ll never need to scrimp on style to do so.

- When you founded We Are We Wear, was sustainability something that was important to you?

When we founded the brand, sustainability was a key pillar for us alongside inclusivity. Both weave their way strongly through every aspect of our decision making from product collections to marketing imagery. Creating and maintaining close links with our supply chain and specifically being able to certify our choice of fabrics is integral to the brand and we continue to set targets to improve each season. Currently 82% of our swimwear collection is created from recycled materials, a number we’re looking to grow.

- Is sustainability important to your customers too?

Sustainability is definitely a growing awareness within our community. Their purchasing is becoming much more considered, and they relate positively to social communications around this topic. The more transparency and education we bring to the forefront, the more engaged they are which is promising. As a team we’re constantly learning and looking to implement industry developments into our in-house processes and we love to bring our community on the journey with us.

- What has the response been like among your customers?

We have received very positive sentiment from our followers since introducing our online clothing bank. With over 13,000+ views on related content and over 250+ engagements, including 100% positive comments, we’re encouraged to continue to push forward with our circular strategies with confidence that our community is ready to digest and support us.

- What are your hopes for the future of sustainability in the fashion industry?

Circularity is a huge focus for us at We Are We Wear for the future of our brand. Our Product area’s are complicated, made up of many components and rely largely on synthetic fibres for performance qualities. With this in mind we’re keen to continue to evolve our products, incorporating the newest technologies and innovations, from 100% recyclable garments and renewable synthetic alternatives as our contribution towards the goal of a fully circular textile industry, which eliminates the need for virgin textiles and steps away from reliance on fossil fuels in the future.

Lingerie and swimwear shopping needn’t cost the earth thanks to We Are We Wear, simply order your donation bag, Take Back the pieces that no longer feel quite right and enjoy spoiling yourself without the guilt. Find out more about SATCoL's Take Back scheme and donate your used textiles with We Are We Wear today