Sustainability is one of our brand's defining values. We consciously strive to differentiate ourselves from the industry norm of overproduction which creates waste for the sake of cost efficiency. Instead, we produce only what we need. When we choose manufacturers to partner with, we ensure that they comply with fair labour guidelines, provide safe working conditions and pay fair wages.
We source materials and make products locally to limit carbon emissions from transportation and apply design principles that minimize fabric waste. Our primary goal is to provide high-quality, durable products that reduce the need for frequent replacements. For example, our Aso Oke bucket hats are made from Aso Oke, an indigenous fabric that has been known to be passed down for generations.
At waf., we focus on making designs that are timeless with the intent of outlasting fast fashion trends. We also educate consumers on the importance of sustainability and how to care for their clothes in order to extend their life, which is why we provide care labels on all products. We advocate for slow fashion, prioritizing quality, sustainability and ethical methods over quick production and consumption. This is why we only put out two collections per year and this very collection has taken half a decade to actualise.
We remain dedicated to growing, learning and improving on existing steps and practices within our organization. As part of the onboarding process for staff, we see to it that they understand the importance of sustainability practices and our contribution to a more eco-friendly environment.