INTERVIEW #55 WOKE UP LIKE THIS

Based in: London UK

Founded in: 2021

Founded by: Nadia Krukova @krukovka

Stores: Online store, shipping worldwide

Price range: 250 Euro. According to the founder: “It's not cheap but fair. If a product is cheap somebody along the production chain didn't get paid  and we believe in fair wages to everybody along the production chain”.

Instagram: @shop.wokeuplikethis

Why we love them: “The best pyjamas to be worn outside of the bedroom” well, we couldn’t agree more. The pj’s are truly amazing. We'd like to wear them at home yet dress up with heels and go out for dinner, because why not? Sustainable, creative and stylish, yes WOKE UP LIKE THIS has totally got it. When we wake up, we’re perfect as we are. Imagine waking up stylish too, now you can! 

What is WOKE UP LIKE THIS and why did you start? 

I believe in sustainable fashion and we are really passionate to promote an eco-friendly living.The idea of the brand came last year when the whole world was locked in their homes for sometime. It was the most popular outfit for most of the people so why not make it a little bit different so we can wear it all day lonG.

I was looking at my closet and the things that I "needed" for my everyday style. I created very classical pieces that I couldn't find with any other brand. Yes, there are many Pyjamas brands out there but I was always missing something. For example the fit was good but the quality was off,  quality was good but illustrations were not good, pattern was good, but brand was using silk which is not for everyday use. I wanted to pay attention to very small details. This is also the reason why I wear my own clothes every single day. wherever you go - coffee with friends, walking with a dog, strolling with a baby in the park, grocery shopping, going out with your hubby - you will feel comfortable and stylish. 

What is your sustainability profile? 

Behind my mission stands strong love, passion and attention to preserving our planet Earth. All products are manufactured to the highest standards of sustainable fashion, committed to ethical, fair trade practices.

To preserve our planet we need to realise that actually Less is More. At the heart of our production and manufacturing processes lies transparency and honesty, which gives consumers a choice, and helps to shape a better future for all of us.MANUFACTURING

WOKE UP LIKE THIS  takes pride in working with a manufacturer that is committed to ethical, fair trade practices. All workers are provided with a safe, conducive working environment and child labor is prohibited. All workers are paid a living wage with overtime pay allowances and facilities are equipped with proper lighting and sanitation.

LIMITED PRODUCTION

Small family-run businesses are our main suppliers, which allows us to responsibly place orders with relatively low minimums to avoid excess production and wastage.

PACKAGING

At WOKE UP LIKE THIS  sustainability goes well before profits, as we truly care about the environment we live in. Our packaging is made of FSC certified or recycled paper which means it originates from a forest with ecologically and socially responsible forestry or recycled materials. All our packaging is recyclable.

CERTIFICATION

All of WOKE UP LIKE THIS's materials are carried out through a certification in accordance with Standard 100 by OEKO-TEX. This certification guarantees that the textile products have been manufactured using sustainable processes under environmentally friendly and socially responsible working conditions.

How and where are the products produced and where do you source the material from?

All our pjs are only made using Tencel fabric, its fibers are produced  by environmentally responsible processes lenzing Austria from the sustainably sourced natural raw material wood. Tencel is not only comfortable and soft to touch but also known for its unique biodegradable  properties.

Tencel™ fibers have gained a commendable reputation for their environmentally responsible closed loop production process, which transforms wood pulp into cellulosic fibers with high resource efficiency and low environmental impact. This solvent-spinning process recycles process water and reuses the solvent at a recovery rate of more than 99%. Consumers can have the assurance that their fashion choices are not contributing to an adverse impact on the environment.

Wearing clothes or choosing home textiles with fibers from botanic origin is just the first step. to contribute to the environment positively and responsibly, the fibers must also be biodegradable. Tencel™ fibers have been certified as biodegradable and compostable under industrial, home, soil, freshwater, and marine conditions, and can fully revert to nature.

Tencel is highly absorbent. Tencel distributes moisture throughout the fabric and away from the skin, resulting in a "cool dry touch”. The ultra-smooth fibers also feel soft, and because bacteria can't grow on their slippery surface, it's naturally stink-resistant. The reason Tencel holds up so well in warm weather is because the fibers are spun into yarns and then woven into textiles that are absorbent and very strong when wet or dry. In addition, the fabric is resistant to wrinkles and drapes well.  It's cool in summer, warm in winter. 

All productions are in Portugal. Digital textile printing company Satinskin is in Braga, sewing factory DC factory (Does Conceitos) is in Lisbon, packaging company Grafislab is in Porto.

Where do you find inspiration?

I personally like art and draw myself from time to time. And I've decided that the brand can promote artists via patterns on clothing. We found artists from around the world who created especially for wokeuplikethis very stylish and meaningful illustrations and patterns. These illustrations inspire me and give me a lot of new ideas.

What have been and are the major challenges?

There are few big ones:

• Finding the right fabric and printing company which follows sustainable practices. We’ve received a lot of samples from different factories around the world, but finally found one in Porto. Pricy, but great quality. 

• Logistic to customers. After Brexit it is a nightmare. However we’re decided to do 2 warehouses: one in the UK and another one in Europe. 

• And last one, but not least: to choose the right colors for our prints! As it is all custom print, we can choose any color. Thanks to our artists, who’ve done a great job and made different color variations for the same print. @cosmoillustrator @roseenglandlondon @nachoshushi

What has been and are the largest gains? 

My biggest gain from this project is the reaction of my kids. I am eternally grateful to my children who always support me. They really like the idea of ​​my @shop.wokeuplikethis brand, they have their favorite prints, they tell me all the time that my pyjamas are their favorite and this is of course very inspiring. My son even asked if he could draw a pattern that could be used in the

pattern.  So now I'm waiting for a masterpiece My daughter asks a lot of questions: how will I receive orders, how will I send them. I also gradually explain to them about the tax system in the world, which they were very surprised about.

What am I all for?  Moreover, such projects that are understandable to children make their brain work, teach them to be creative and at the same time learn a bunch of new things!

What would you advise consumers to do who seek to create a sustainable closet and lifestyle?

To preserve our planet we need to realise that actually Less is More. At the heart of our production and manufacturing processes lies transparency and honesty, which gives consumers a choice, and helps to shape a better future for all of us.

Best thing about WOKE UP LIKE THIS?

You can wear it in and out, and you will look beautiful inside and out.