Responsible Innovation January 14th, 2021

WEAREWAO INTERVIEW

What is the philosophy of the brand?

"Everything is contained in our name, WAO the eco effect shoes. The eco effect is the sum of the various stages of product development: choice of natural or regenerated materials, chemical-free dyes, degradable sole, circular economy, donations to environmental agencies, correct disposal of the product ".

What is the iconic product?

“Without a doubt the shoes. It is currently a model made of two materials, hemp or 100% regenerated nylon. The aesthetics of the shoe is clean and essential, because in this first phase of the debut we wanted to be transversal and let the concept of the project pass more than a whimsical aesthetic; but we are also planning to develop a running shoe that will certainly have more character. In addition to footwear, we also offered organic cotton t-shirts, tactile books produced with production waste and water bottles to raise awareness and encourage the abandonment of single-use plastic ".

Do you follow the seasons?

"No. The products are designed to last over time as continuous"

 Do you place yourself as a sustainable brand: where do you think there is room for improvement?

"We are an innovative start-up, born to bring innovation to the world of clothing, precisely in the field of environmental sustainability. From the very beginning we have shared a code of ethics and the traced supply chain on the home page of the site. To validate the supply chain and certify it, we are in the process of activating a blockchain: this will certainly lead us to improve our transparency even more ".

How important is the craftsmanship factor in your creations?

"The natural dyes are obtained from the pigment extracted from the dyeing plants, a process that makes each shoe unique as they are not chemical dyes made in series"

What questions did you ask yourself in 2020 and what answers do you hope to find in 2021?

"Since we have been talking about eco-sustainability linked to the world of clothing for years and noting the amount of greenwashing that is still rampant, one of the questions we ask ourselves is whether consumers will finally be more critical and selective in choosing which products to buy. The pandemic has certainly made people aware of the ecological footprint and we hope that awareness and information on what lies behind a production chain will increase more and more ".

 

OTHER ARTICLES

FEDERICO CINA INTERVIEW
Discover more →

Romagna everywhere. For Federico Cina, designer winner of the Who Is On Next contest? 2019, his home country is everything. And you can see it in all its collections: solar, ironic, colorful, and, without a doubt, harmonious.  ...

See more →
STORIES MILANO INTERVIEW
Discover more →

A passion for the environment and sustainability, design and quality of the materials. These are the key features of the brand Stories, headed today by designer and co-founder Stefano Giordano, together with the team, the visionary wants to revolu...

See more →
BE.GIN INTERVIEW
Discover more →

Tell us about your journey and how your reality was born. "Be.Gin is the eco-sustainable sportswear brand part of CasaGIN, a project born in 2017 from Daniela Prandin's idea,...

See more →
TEESHARE INTERVIEW
Discover more →

How was your project born? "I worked for many years in consulting firms, mainly in women's denim and sportswear collections in Italy and in Spain.I have firsthand experience ...

See more →
GOOD SUSTAINABLE MOOD SS22
Discover more →

  Evolved fashion, defined 5.0, between sustainability and innovation. This is how the brand Good Sustainable Mood communicates with its customers, to tell them about green, slow and fascinating fashion. As explaine...

See more →
WRÅD INTERVIEW
Discover more →

"We had to teach ourselves what sustainability in fashion meant", Matteo Ward tells the genesis of WRÅD, an innovative start-up...

See more →