INTERVIEW #15 THE_WIMAN

“The business model is circular and our first collection is small, designed by me and manufactured in Portugal.”

Hi Therese and the_wiman! So much fun to have you here on A Sustainable Closet today! Tell us, how are you? 

Thanks for having me, I’m very well.

And now to your business, what is the_wiman, where are you based and when did you launch? 

the_wiman is a Stockholm based womenswear brand that I founded in 2019 and after many months of preparations launched in 2020. The business model is circular and our first collection is small, designed by me and manufactured in Portugal. This first collection is minimalistic, without patterns, prints and applications, not only because I like that design but also because it very likely prolongs the lifespan of the garments and it also makes the re-/ upcycling process more manageable. We are not focused on trends but instead long lasting pieces that can be worn for many years and by many women. 

We launched our buy back service a few months ago and that is a vital part of the business idea. We buy back our own design from customers and after assessing the garment's look and feel we decide either to put it up for sale on our second hand section online or we save it to be up-cycled into a new garment. 

We strive to continue to grow our community and to create a future that is more circular.

What is the main idea behind the concept?

It is to create a fashion brand that measures profit not only in monetary means but also in people and planet. 

One of the main reasons why I started the company was that I found it really hard to buy sustainable pieces, brands around almost never shared more information than mix of fabric and in what country it was made. I wanted to know more.

I have been curious and thirsty for information around sustainable development since 2004, that was when I started to find some reports and the more informed I got the harder it was to look the other way when buying fashion, food and other lifestyle items for myself. I have some experience from a fast fashion company and now, knowing what I know today, it really motivates me to do something else with my brand in the same industry. 

The idea behind the company roots many years back. I have always had a huge fashion interest, used to play dress up, changed my outfit many times a day and my girlfriends and I used to borrow garments from each other a lot during the teenage years. Later I studied textile science, economics and gathered my work experience and the idea grew slowly but steady.

Where do you find your inspiration?

Currently I am very inspired by science and research around circularity and sustainability and I try to continue to educate myself and team constantly. The last few years have been really exciting because there has been great acceleration in “know how” and many fields in research have been clarified and completed. 

I also try to improve my own lifestyle every day and make better choices in different areas. Food is close to my heart and I guess I have become a bit of a nerd and really selective of what products I add to my basket.

What has been the largest gain up until now?

It is very rewarding atm actually. In June this year we are exclusively launching a limited up-cycled collection and we are presenting it in our first pop-up shop at one of Stockholm's most reputable lifestyle destinations. The pop-up is built upon several collaborations and the concept is in essence how I want this brand to come to life.

What do you think needs to change in the fashion industry in order to make it more sustainable?

The linear system. 

What is “greenwashing” according to YOU and what in your opinion, can producers and consumers do to avoid it?

Misinformation and lack of information. It is important that consumers have access to facts to make informed decisions when shopping. 

What is your advice to fashion consumers out there who seek to create a sustainable closet and lifestyle?
Okey, this is a very big topic and I could go very deep and long but here is my top 10. 

1, Clean and organize your wardrobe. 

2, Identify what you wear most, those are your key garments, and try to find as many styling options as possible from what you already have, around those.

3, Identify what you want/need to add to increase the number of styling options out of those key items. 

4, Use what you already have, that is my best advice. There are many accounts on Instagram who focus on #styling inspiration, check these out for fresh ideas. Limit the number of trend items you hold and instead bet on the timeless ones. 

5, Donate to charity or sell the garments that you never use/wrong size etc. 

6, Second hand shops around Sweden and digital ones with really good curated assortment are worth checking out, pin what you search to get notified when it arrives. 

I think that the_wiman, and all other manufacturing brands, have a deep responsibility around the impact we create on people and the planet. the_wiman’s reason to be is that we loop what we once produced. Our buy back system, second hand and up-cycling is the most important part of our business. 

7, When you buy new, make sure you are well informed about the brand that you are shopping from. Who is the owner, where do they manufacture, what fabrics do they use etc. Small brands with good intentions are often very transparent. Talk, ask and interact with them on social media and/or their website. 

8, Simply avoid ultra fast and fast fashion companies. 

9, Choose local options of good quality. 

10, Always remember that price is what you pay and value is what you get. 

Above is about your wardrobe but almost all is applicable to lifestyle in general. 

Follow the_wiman’s journey at @the__wiman https://thewiman.com/